Armed with insights from your client council and behavioral data, it is time to utilize these findings to inform the positioning of your brand.
As always, context is everything. The success of any marketing or sales campaign often rides on its ability to tackle the influences from lifetime or current industry trends as well as answer the current needs and pain points of your clients or prospects. Therefore, effective positioning to meet the state of the market is essential to ensuring consistent growth and the completion of your objectives.
Tackling an economic recession starts with an investigation into whether your brand requires repositioning. As the market shifts and realigns, so will your competitors. Take time to be introspective, assess your standing, and how your current strategy is performing.
Here are some key elements to consider making adjustments to or completely overhauling:
In times of economic recession and increased pressure for marketers to provide consistent ROI, clients are looking to cut costs. It is imperative at this point to re-establish the unique value your brand and solutions offer your existing clients and prospects.
The first and simplest method of demonstrating value to your clients is by providing measurable results in line with their goals. This highlights the need for an up-to-date understanding of your client’s needs and objectives to provide an experience where not only are their expectations met, but exceeded. When your results are demonstrable and substantiated by an increase in leads and revenue, your clients will be left with little reason to doubt your value.
For leads and prospects, this can be demonstrated through the use of genuine social proof. The use of testimonials and case studies showcase a more tangible value to your products or services.
In terms of your brand, this is a great opportunity to revisit the roots and legacy of your company, as well as your original positioning. Assessing the foundation of your brand allows you to get straight to the original value proposition of your company beyond your current suite of products and to decide how your legacy and products compare to the context of today.
From this introspection, identify your core competitive edge and work to capitalize on it. Considering your legacy will help you build a roadmap for the future and inform the next step of your brand repositioning.