A Successful Failure

A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote.

Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications.

One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach.

I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily.

Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning.

Positioning Defined

An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap.

The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different.

So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand.

Let's look at the elements of positioning:

Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications,

Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines its clients' audiences and develops market-based positioning,

Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact.

When the prospect called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Branding Information:

Related Articles

Jan Verhoeff: Brand Your Market
Marketing potential of any product is based on recognition and quality. Name based recognition happens with a variety of products.
Which Of These Words Attract Your Clients
Whether it's your business card, tagline, article title, web site title and description or ad, just the difference of a few words can either pull in prospects and clients or push them away. Getting it right can determine whether your phone is ringing off the hook or you are twiddling your thumbs hoping someone will call.
Setting the Right Price
One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and brochure, where you work, and other ways you conduct your business create an image that gives your customers information about you.
FTC Reviews The Franchise Rule
After more than a decade since the last attempt to update the 1970's Franchise Rule The Federal Trade Commission is at it again. May I ask why we are looking at reviewing these rules for franchising, where no problems exist? Why we are looking to tighten up ambiguities, which over time have occurred in this sector, when we should be dismantling the over regulations choking the industry? Why we are trying make rules upon rules, where no rules are needed since no problem really exits? Why can't we use the red magic marker approach and start drawing lines thru massive amount meaningless dribble required in these disclosure documents?Let me explain this philosophical thought for a moment.
The Role of a Visual Vocabulary in Brand Identity Design
Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes.
Brand Your Consulting Brilliance
Today's competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business.
Branding Is Not Selling Out: ITS SELLING IN
Ever see an amazing band perform and wonder why you've never heard of them before? Ever see an astonishing artist on the street and wonder why isn't their work isnšt in a gallery?  Ever see an astounding independent film and wonder why people all over the world don't know about it?Me too!It breaks my heart to know that there are musicians, painters, sculptors, and filmmakers everywhere starving. Starving.
How Important it is to have a Professional Logo Design for your Business?
There are a lot of things that contribute towards the success of a business. Having a good quality product doesn't necessarily assure the success of a business.
Why You? -- Professional Identity Branding
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc.
Id Buy That: Getting A Brand Mindset
Feel that? The crisp tingle in the air? It's fall. Fall ushers in the promise of eating, seeing, and getting.
Corporate Internet Branding is only Part of A Business Success
Gaining new clients that are excited about developing a corporate Web site, and are gung-ho to get started is a dream come true. Trust me - as a creative individual with a keen understanding of what the Web can do for a business - I know what I'm talking about.
McDonalds Supply Chain of Potatoes
McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house.
What Make Us Unique and Different
Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy (legally) other techniques, strategies or processes used by others.
Franchisor Policies for Unlicensed or Sold Territories
Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system.
Image is EVERYTHING
The absolute foundation of your small business is your image. The way potential clients and/or customers perceive your business sets the stage for the way your product or service is recognized and ultimately judged.
Branding On The Web Is Like Mining For Fools Gold
I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with "internet" or "web" or "digital!" You can't have a conversation today for more than five minutes without some marketing type throwing in a line about brand building!Branding doesn't work with the net's warp speed - look at some of the leading online brand builders, including a certain big three TV network here in the states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells the value of their goods or services! Forget the esoteric, very expensive brand building campaigns that have no measurable impact! Here are my ten "cliff notes" to building an effective B2B Brand Online, B2C coming next article.
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.Many of you know my passion for wearing red ties.
Personal Branding: Characteristics of a Strong Personal Brand
How many times have you been at a networking function and been lost for words when asked "what do you do"?We all have. But do you see this as a threat or an opportunity?Developing a Personal Branding Statement or PBS can be a powerful way to help market yourself to prospects, clients or potential employers.
Does Your Message Pass the Test?
Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success.
Corporate Branding - Dont Forget Your CDs!
Companies have been branding their collateral materials such as letterhead, envelopes, business cards, etc. for years.