You’ve put everything out there already. From investing more money to run ads, to hiring more influencers, creating more campaigns, making the website even more polished, writing more posts, and yet your sales numbers don’t seem to grow at all. Worse, it’s declining instead. The real culprit is your brand positioning. Your potential customers can’t answer this question: what makes you different from other companies offering almost the same thing?
Here's how to fix it.
Start by thoroughly defining that one specific thing you do better than anyone else in your space. To do this, you need to list two things side by side. On one side, it’s your strengths or offers. On the other side, it’s the competitors’ strengths or offers. Remove all the similarities and almost-similar ones. From here, you will roughly see a few that are truly your unique brand positioning versus others’. You can pick any of them or a combination of them, and then write a story. This is what the marketing folks call a brand story. In a short paragraph, it explains what makes you different from other companies offering almost the same thing.
