Sounds crazy, but we see it all the time. Defining the company’s unique value proposition in a compelling way is essential; settling on your message without testing it and making sure it’s viable is a surefire way to get blindsided.
A reporter will be the first to remind you it’s not accurate and that your competition is doing it better. So open up the dialogue, collect information, test your message and don’t shy away from investing in a branding exercise conducted by an outside firm.
The idea of waiting to actually capture the information before coming up with the answer can frustrate some CEO’s that are rushing to the finish line. However, the best thing a company can do is stop and allow for a 4 to 6 week positioning audit which will serve up insights, a competitive positioning statement and supporting points that will stand up with reporters and clients alike.
That investment of time also unearths a world of valuable gems that you may never have known you needed. From client testimonial to website copy, the insights you’ll uncover will prove useful in many ways down the road.
At Red Fan we call this a brand positioning audit, because we actually interview people internally and externally regarding the business. We evaluate the competition and their messaging . We present our findings—the strengths, weakness and opportunities—so we can outline the position our client should take and the language they should use. This is essential for rolling out an integrated marketing and communications strategy that will build toward the profile and reputation they desire.