Nov 24, 2020
Create Your Own Brand and
Crush the Competition
“The more you can connect to the lifestyle, in my experience, means that you’re going to stand out versus everyone else in the competition .”
Episode 115 talks with Kirsty Verity, a marketing expert originally from England. She shares insights about understanding the real reason why people want to buy something and how to brand yourself to stand out in the competitive marketplace.
It’s important to figure out the messaging behind the messaging. What is the behavior and attitude of the person that wants to buy your product? Once you identify those things you can start to think about the kind of messaging you want to send to those people in the broader context of their lives. For you, you’re selling a product, but for the person you are selling to, it’s just one of the many things they need.
“It’s hard to stand out in network marketing because everyone is selling the same thing that you are.” - Brooke Elder.
Kirsty has a process called a brand positioning process or brand positioning statement. You start first with the ideal client. Who’s the most likely person to use your product. What do they like, what kind of things in their life are important to them. That’s the kind of thing that you want to bring to the floor.
Secondly, why does your product or your brand make their life better? You want to think of what is a rational benefit.
When you write a brand positioning statement, you don’t want to do it for everyone. You want to do it for a specific consumer. What are you selling, what is your brand all about, and what category is it in?
As you start the ideal client exercise it could be two people, so you want to separate them out and do two statements for each of those people. Some relate to the rational aspects of your product, others the emotional benefits.
It’s important to ask why they should believe our product over everyone else. Emotional messaging tugs on their heartstrings, while rational benefits provide proof. Clinical trials and studies on how the product works give actual proof of your product and your brand versus everyone else.
“It’s not about you as a company, it’s about them. The more you talk about them and solving their problems, the more they’re going to connect with you as a brand.” - Kirsty Verity.
In the fifties, authority was definitely the way to market, whereas now, connection is the thing that’s going to get people to love you over everyone else. If you would like to connect with Kirsty her website is www.goteamreal.com. She has a podcast as well called Sprint to Profit. You can also download her brand positioning process template.
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