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In this exercise, we'll take a business goal and translate it into a consumer action.
There may be many attributes of your brand, but you can’t be everything to everyone or you will lose focus and the consumer will lose focus too. Having a clear identity results in a strong position.
Let's do Exercise 1 of my book "Brand Positioning" right now. Get out your notebook (analog or digital) to jot down your ideas.
Think of all the pain points your consumer has for which your product is a solution. You might be able to think of one right away, but take the time to consider additional pain points. Once you've written down those pain points, add more detail.
For example, if you sell hair brushes, the consumer pain point may be volumizing their hair. What if we add more detail to this pain point. Some consumers need to volumize their hair, but a subset of those consumers also struggle with the typical round brush being way too big for travel--a big brush makes it hard to get everything into a carry-on. This may be a specific pain point that your brush solves. What else do your customers struggle with?
In the example, if you were to stop your brainstorm at "people need to brush their hair" or "need to volumize hair," you'd have broad pain points that aren't specific enough to result in a strong brand position. Your answers to this exercise determine your success for the next steps in identifying brand positioning that leads to business success.
Having trouble? Try listening
If you find that you're not very aware of consumers' pain points as they relate to your products, there are some ways to optimize your efforts with this exercise. One of the best ways to identify your consumers' pain points is to use social media listening. Don't just listen to your customers, who are already buying your product; listen to consumers outside of your circle who are talking about what they struggle with. These may be consumers who don't even know there is a solution out there.
Listen, ... keep listening. There are multiple roles for listening in social media marketing.
Social media was the most essential marketing tool for FIT FOOD, helping me build relationships with customers from the very beginning and later on with retail stores. For this reason, I chose to create a plan for my brand including new social media strategies to increase engagement from current followers.
A digital strategy blogger to follow is Sylvain Léauthier. In his recent post, "Communication digitale : d’une stratégie de présence à une stratégie de flux” (quotes in this article are translated from French), he illuminates a flaw in what he calls presence-based strategy by playing out a scenario...
Years ago during a vacation I bought some sheets of craft foam, and created foam representations of the logos of more than 50 social media networks. The project gave me a significant amount of time to think about each social network and hold its brand in my hands as I created it in tactile form. Today some of those networks are no longer available online, and some have changed drastically.