Hi, Iâm Ben Watkins đ Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging and positioning around B2B, so you can grow faster and smarter (and earn more green).
Work together on positioning and messaging
Thereâs nothing worse than putting yourself into a category where you canât compete against your competitors.
Kinda like the Volkswagen Phaeton that was released in 2004. A $90k luxury option that nobody really wanted because it was off-brand. It tried to be something that it wasnât.
Positioning gives your brand clarity, where you stand in the market, how youâre different, what your unique value is, and what makes you the clear choice for your audience.
Here are two examples of B2B brands that show clear positioning.
Notable Shows Why They Are Different
Remember These Three Questions
If your B2B company is stuck trying to distinguish itself from competitors, try to go back and ask these questions:
1. What is unique about what you do?
2. Why does it matter?
3. Who are you helping?
Of course, thereâs a lot more that goes into positioning. But the most important part is to get clear on the story youâre telling to customers. And that involves getting your product team, customer success team, marketing team, and sales team aligned on that vision.
When you get your team aligned, youâre not just answering these questions, youâre getting clear on your category, value differentiation, and competitive alternatives.
Taking your positioning from good to great requires finding clarity that makes your strengths the clear choice.
Youâre not just a choice. Youâre the clear choice that your best customers tell everyone about.
Cheers!
Ben Watkins
Work together on positioning and messaging