B2B Monday Myth: Positioning Your Brand As ‘The Best’ Is a Good Marketing Strategy
by MGB2B
The Myth: Everyone Wants the Best, So That Should Be Your Claim.
The Truth: Find Your Point of Differentiation, or Your Competitors Win.
Maybe you actually are the best manufacturer of aerospace components, the best provider of recruitment services, the best commercial construction company in the region. But B2B buyers are so used to hearing businesses call themselves “the best,” it falls on deaf ears. They are practically born with BS detectors inside their brains.
So even if you’re the best in town, what you need to tell them is why you are the best.
You can start your positioning process with these questions:
- What are you competitors saying about themselves?
- What do you do differently?
- What do you better?
- What can you claim that no one else can?
- How is the personality of your brand different from others in your category?
The truths you discover by answering these questions will help drive your strategic brand positioning. Even if you already knew the answers, if you are marketing your business as “the best,” your message likely does not include them. And will have to go a long way to resonate with your target audience.
The questions listed above are just an introductory step to discovering your brand voice. There’s a lot more discovery you may have to do to develop a full positioning statement and a marketing strategy that’s inline with what you find. It is one of the most important exercises for a B2B brand to go through.
Positioning B2B brands correctly takes a little bit of research and hard work. But the results will help you not only be “the best” in your category, but the best at getting quality leads. If you want to increase your market share, say goodbye to “best” and hello to something even greater.
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