The reason I wrote my first book in 2007 was to solve a problem a number of businesses had; they did not intentionally brand their product or service in the minds of those in their market(s) and the net result was the market” branded them by default”.
After I workout in the morning I like to relax in the steam room. Today I entered the misty dim lit room to wind down after my workout and noticed someone else sitting in the far corner. We exchanged pleasantries and very quickly he asked the common question; “So what do you do for a living?” I answered as I have done for years and then it was my turn…”what do you do?” His answer was symptomatic of why I wrote my first book titled: Branding Backwards; a Brand’s Odyssey Toward Self-Discovery. He stated … “I am in real-estate” and he stopped there. I try not to engage in what could be long conversations in the steam room, particularly days like today when someone had jimmied the thermostat and it was excessively hot.
Do I tell him that what he just said really does not help me understand the problems he solves? Ah …what the heck (I did bring my water bottle)…. So I asked some additional questions and found he was not someone who helped homeowners sell their personal property, but someone who owned a real-estate development company that develops commercial real-estate throughout North America in a very specific niche.
This quick conversation reminded me how critical it is for businesses to clearly articulate their positioning , brand, and the problems they solve for their market using their market’s voice. Fail to do so and the market will “brand you by default”, and there is a high probability they will get it wrong.
As in this example, very quickly when he said he was in real-estate, I mentally branded him as someone who helps consumers sell their personal property. I mentally logged his name in my referral database in the event someone I know may need that service. It was not until after my additional questions I understood what his company does.
I offer 10 tips to avoid Branding Backwards in my book, the first is;
“If you do not state who you are, others in the marketplace will create a mental image of how you may or may not be able to meet their needs”
If you would like to download a free copy of my book you can do so here.
(I want to warn you, I wrote it in the form of a story. I find stories seem to stick with people much more than just stating facts.)
How about your company? Can your targeted new customers and or existing customers clearly articulate the problems your product or service can solve for them, or are you branding by default? Over the years I have found it disturbing when I engage with a new sales team how quickly and concisely the salespeople can explain what problems their competitors products solve and do not solve, and yet when asked to describe the products that fill their own commission rice bowls each week they ramble on and on with features, benefits, and how their company is the market leader…and better than….that is not what I asked!
Is your company Branding with intention, or by default?
If I were to ask one of your customers what problems you solve, would they get it right? Would they clearly understand all you solve?
Ask your one of your salespeople today; “What problem does our competitor ________’s product solve for our customers? “
Now ask them “what problem do our products solve?”
Ask people in your market you have never sold to tell you what problems they think you solve…what did they say?
Can you afford for your market not understand what problems your company or its specific products can solve for them?