Do you have what it takes to be king (or queen) of the mountain? In a world saturated with competition, sometimes it might seem difficult to position yourself at the top. We don't have the MySpace 'Top 10' anymore but the world hasn't gotten any easier since then. The goal is to be the best of the best, the first pick, numero uno. No brainer, but what happens if at first you don’t succeed? Just as the saying goes, we try and try again! This is all too true here in the City of Angels but also in life and especially your business. To get to the top, you have to put in some effort. Instead of wasting too time with trial and error, you could just follow our suggestions and hopefully get to the top much quicker.
There are several ways to position yourself, and your brand, at the top. First, it's crucial to really understand your industry, the market, your competition, and moreover, your own product. The last one might seem like a no brainer, but you would be surprised to see how many people don’t know really their own product. There are a ton of details that are easily overlooked, sometimes as a business owner things can fall through the cracks, but make sure you are knowledgeable front and back of your business. Then think about the competition and how you can separate yourself from the competition:
Think costs, branding, resources, innovation, etc. So, once you’ve mastered this, it’s time to think about your target market or your target audience. The who. What are their interests? Likes/dislikes; what do they like about your product, what do they dislike, why do they use your product, or why not. Asking these questions may seem silly at first but to really elevate your brand you need to be able to speak intelligently about who you wish to sell to in order to meet their needs. When you receive the data and you know what you want, then you can create campaigns that are tailored to that audience.
What comes next? The 'it factor'. This is marketing 101, but what is that “it factor” that separates Pepsi from Coca Cola? Or Apple versus Microsoft? Of all the companies, Apple has that “it factor” that’s noticed by everyone. It’s an appealing product that has led a giant majority of the population to use their phones and computers. Of course, it’s the product, but we all know Apple has its issues. Their products aren’t made that well and they constantly break. So why do we worship them and come back for more? Because we are loyal, because we are stubborn, and/or because they’re consistent. We know what we’re getting with Apple. They have great marketing and they know how to position themselves in the world of tech. People know and trust their company, even though they are flawed. They are the golden child of branding, marketing, and consistency. When you think about your “it factor,” think of Apple. How you can stay relevant, market to the target audience, and brand appropriately. That my friends, is how you position yourself at the top, be Apple. Just kidding. But in all seriousness, question how you can stand out like Apple in a world full of Samsungs.
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