You know your brand needs to have a presence online. A website is a given. But Yelp? Facebook? Here the waters become murkier. Where should your brand be? And once you get there, how do you decide what voice to adopt, what content to share, what to like, and who to follow? Just being present in any digital ecosystem is no longer enough — and in some cases, a miscalculated presence is more detrimental than no presence at all. This is the complicated world of positioning, and it’s an increasingly important aspect for any brand with a digital presence to consider. Proper, thoughtful positioning is the key to standing out on the web without getting lost in the noise.
In short, it’s the science and the art of understanding who to target, where to find them, how to interact with them, and how those interactions can best benefit your business. My obsession with storytelling and understanding the story behind each brand I partner with helps me excel in finding the optimum positioning for my clients. I’m one of those tech-obsessed, mile-a-minute thinkers who’d rather be separated from food than my smart phone – and I came to my smart phone kicking and screaming, by way of my beloved flip phone, which literally powered its obsolete self down in my hands one day as if to say, “go on without me”. I now pore over every Snapchat, Vine, and Tweet that crosses my screen, read TechCrunch each night before bed, and am now the one doling out extra trial codes for beta tests of the latest platforms. In short, I know the landscape, and as soon as a business or a brand becomes a client, I get right to work understanding their profile until I know exactly how to frame their interactions with consumers online.
By front-loading my approach to positioning with careful research and personal experience, I deliver a flawless finished product when I reach the execution phase. No public fumbles, no trial-and-error, no struggling to find the right voice – my clients enter or re-enter the new media worlds with a defined, decisive perspective that reflects their core identity as a brand, and in my experience, that’s the most sure-fire way to build relationships with potential consumers and connect with them in a meaningful way. When everything clicks, consumers feel good about becoming your customers (and don’t worry — I’ll make that easy for them, too). Most importantly, those are the customers that last, and loyal customers are worth their weight in gold.