The Need for Clear Positioning
You know that feeling when you introduce two friends that seem different but yet glaringly similar? Lately I’ve been having that same feeling about two different types of clients: hyper-growth brands and incumbent brands looking to reposition. Different on the surface yet glaringly similar situations.
HYPERGROWTH BRANDS ARE FACED WITH THE CHALLENGE OF GROWING BEYOND THEIR LOYAL AUDIENCE.
Beyond those that put them on this warp speed trajectory. Asking themselves (and us) how to propel the brand into its next phase of growth.
This inflection point often looks like:
- Growth into difference audience segments
- Product category expansion
- Increase in marketing spend
- Rapid team growth
This often correlates with the 80-100* employee inflection point. That moment in team growth when fissures arise, processes no longer work, when retention takes a nose dive—when it all seems ready to implode or explode.
At this point you need two things: 1. processes for 50 that will work for 300 and 2. an ultra clear brand perspective (brand positioning). This can be the difference between implosion and explosion.
Why is brand positioning so critical?
YOUR DIFFERENCE MAKES YOU CLEAR.
|WITHOUT CLEAR BRAND POSITIONING||WITH CLEAR BRAND POSITIONING|
|Generalized data-driven audience profiles based on existing consumers||Deep insight and data-driven new audience segments that further embed the brand in culture|
|Products for products’ sake. Frequently paired with the misunderstanding it will increase LTV||Products that advance what made your brand unique to begin with|
|Media buys that get you consumers that would have likely converted anyway||Strategies that connect more deeply and campaigns that feel nuanced and IYKYK|
|Lack of clarity on what the brand stands for, resulting in individual interpretation at scale||Clear, focused, unique audience mindsets and brand ‘why’ which drives sustainable growth|
Interestingly, all four of the challenges in the left column are the same ones incumbent brands often face. Why?
More often than not, along the way, incumbents have lost a clear brand position.
So, if you’re in hyper-growth or an incumbent looking to right the ship, the advice is the same. If you want to maintain your stake or re-stake your claim at being a GREAT brand, figure out your brand position and get ready for the explosion.
*Not counting store employees, speaking more to head-office teams.