It’s amazing how often I speak with professional services executives and they ask me about branding, new designs or the need to get noticed more, but miss the most basic of all marketing needs – positioning.
Positioning is easy to understand if you think about it; but not always easy to develop on your own. Ask someone what their core competency is and they have a hard time deciding. Then there’s the competitive positioning that affects what you decide as well.
That’s where a professional marketer can help. Through a series of excercises and discussions you can find your position. But most people don’t want to go through the effort, and not only lose the opportunity to differentiate their firm but will never be memorable to the market.