7 Reasons why your business positioning is wrong

Every brand conveys an emotion, even without realizing it: coldness, neglect, agility, welcoming, credibility they feel something when they buy from you, and that is why the positioning cannot be improvised. It is what anchors perception, reputation and growth.

According to a McKinsey survey, brands with clear positioning generate even 15% plus revenue and 20% more customer satisfaction.

For Gustavo Hansel and Tiago Denardin, co-founders of GH Brandtech, most companies fails to compete on generic attributes, as price, and leave brand building adrift. .“Without a clear positioning, the company creates a confused perception of value and loses competitive strength”, says Hansel. 

The following is Hansel's list seven common and fatal mistakes committed by companies when defining (or neglecting) their positioning:

1) You do not know against whom you are competing

A lot of companies think they know who their competitors are but only “acha”. “What would your customer buy if you did not exist?”, asks Hansel, CEO of GH Brandtech.“This answer reveals more than you think”. Without understanding the competitive landscape, you have no way to occupy a real space in the public mind.

2) Your differential is not clear even for you

Brands that do not know what makes them unique hardly survive. Little by little, they look like all the others. List your key attributes, evaluate which ones are relevant to your audience, and see what competitors deliver as well. What is left is what you need to highlight. “True brands win hearts, but above all they walk with” consistency, says Denardin, leader of the GH Branding vertical.

3) The customer does not see value in what you sell

If the audience does not realize value, no matter how hard you try. Maybe they do not even know what they gain by choosing your brand“Value needs to be built, but it also needs to be communicated”, Denardin says, Show practical and emotional benefits objectively.If they don't exist, start there.

4) You are targeting the wrong audience

Not everyone who needs you is your best customer. There are niches within the niche. “Find out who really values what you deliver and focus your energy on them”, says Hansel.“It is this group that will increase its margin, defend its brand and indicate its product with” conviction.

5) Your product makes no sense in the current context

It is not enough to have a good product, it needs to make sense here and now. Is there demand? Is there room in this market category? Maybe it is the wrong audience. Or even the wrong market. “Market research and validation testing can clear up many of the” doubts, Hansel says.

6) You are not solving any problem

A good idea does not support a business. A well-resolved problem, yes. If you can not tell which pain is relieving, or which gain is delivering, perhaps your company does not yet have a strong reason to exist. And if this reason is not clear, there is no branding that saves. “If you do not have a problem to solve, also does not have a value to offer”, he says.

7) Not having a clear purpose

Purpose needs to be more than a beautiful phrase in institutional presentation. It is the force that moves decisions, defines language and connects the brand with people.“It is a timeless direction, which helps the brand to thrive in any” context, says Tiago Denardin. When purpose exists, everything aligns with product, speech, identity.

Want to build a brand that occupies a real place in the minds (and hearts) of people? Start with the basics: find out who you are, who you exist for, and what you do better than anyone else. From this, positioning ceases to be a bet and becomes an advantage.