Skip to main content

How to stand out in the noise and clutter

An upset brand manager contacted the Money Show following an unflattering review of their ad campaign.

Pavlo joined the show to discuss the most fundamental part of any marketing activity – positioning. When the positioning of the brand is not determined from the get-go, then the brand is simply everything to everyone.

Listen to the discussion or read on for a few key takeouts:

Brand Positioning:

It all comes down to what makes your company unique. Not in your opinion, but rather in the opinion of your customers. Not so much in what they say as in what they actually do. In other words, they express their satisfaction with your service or

Why does brand positioning matter?

A well-built business that consistently gets to both the next level of growth and value is one that has been built on clearly articulated, relevant positioning. It enjoys clarity and certainty as to why it exists and how it will grow.

A brand is really a feeling that people who engage with that company have towards that company. And a brand is going to be created by two things.

  1. Firstly, by the product that you offer.
  2. The experience that they have interacting with your company.

Looking at a typical food chain store, there are three main components that are going to drive the brand: the consumers, the franchisees, and the employees in the company, and all of them together will form opinions through social media, through engagement with friends, family, and others around what their impressions and experiences are.

The product must solve a problem. That’s its job. But the thing that makes up a product is quite complex because it goes beyond the actual food, its preparation, and all the special ingredients.
A competing brand can replicate this at ease. What really distinguishes the brand is the experience you create for a customer group.

product by using it repeatedly. They tell their family and friends about your business. 

Disruptive Brands:

Disruption and transformation without purpose are of no value to consumers. It’s clear that the definition of a “disruptor” – and its  formula for success in a world of uncertainty, change, and transformation – isn’t black and white. So, what is the secret to success in this continuously changing world?

Flaws in positioning

Almost always, brand managers argue that they are positioning themselves through their product, service, and price.

Product: They argue the merits of their product in terms of its features and benefits. In the case of a food chain, the argument will be based on the taste and the special ingredients that are used for the food, and how their taste sets them apart from everyone else.

Service: many, in fact, most, say it’s their service. By keeping our ears to the ground and listening to our customers, we were able to offer a unique personalised service “bending over backwards to accommodate and please their customers”.

Price: The price debate. Arguing price in such a large market that has many competitors creeping out is baseless. If you are not in a competitive market, then price probably doesn’t matter in any event.


Case Studies


    Some businesses we’ve worked with

    These are a few of the businesses enjoying value from Aurik. Join hundreds of others:


    Our journey with you

    We work with you and your leadership team for 24 months to rebuild the commercial functions in your business to increase the value in the business and release your time. We assign a team of up to 14 Aurik expert facilitators to work with you to ensure maximum value.

    Let’s meet to understand your business as it is now, and where you want it to be in the future. Then assess whether Aurik support will be of value to you and if you qualify to work with Aurik.


    Our Impact

    We’ve worked with

    3 059

    Businesses

    Clients achieved

    28.9%

    Average
    Annual Compound
    Revenue Growth

    Clients achieved

    32.4%

    Average
    EBITDA Growth

    We’ve worked on

    3

    Continents

    We work across

    32

    Industries

    We’ve scored

    97.4%

    Client Satisfaction


    Let’s meet

    We pick our clients as much as they pick us. Let’s meet to assess whether Aurik support will be of value to you and if you qualify to work with Aurik.