Being a specialist in a niche area often means owning the problem. Becoming the preferred specialist means committing towards solving the problem and the space i.e. reasons that the problem occurs in.
In a previous article, we shared a few steps from our playbook towards becoming a go-to specialist in a selected area that your business can deliver superior value in.
We looked at this outcome from developing a positioning and approach, in order to differentiate within your space and build a reputation. The goal remains, and that is to deliver high-value, in-demand solutions to your customers.
Let’s break this process down into a series of key questions that you need to answer in order to put a plan together.
1. What problem is your organisation trying to solve, and what is the end-goal of that solution i.e. the vision?
2. How would you define this critical and urgent problem your organisation will solve? If you can solve it, you will own it.
3. Does your organisation have a perspective, and a unique approach in defining and solving the problem?
4. By owning the problem, what does that mean for your organisation?
5. How will owning the problem help define your story and narrative?
6. What value will you bring to the customer?
7. How will you measure success for your company, as a result of owning the problem?
8. How will you execute this problem-solving and launch it to your customer base?
9. What is the minimal process, infrastructure or logistics required to roll your solution out?
To answer these questions, it’s usually good to combine some of the following tools and tactics to gather data, information and insights.
1. Analyse your space and market. Don’t skip this step. It’s important to understand the space, the audience, and your customers.
2. Market segmentation. Assess the space and the areas within the space that your organisation wants to play in
3. Target a space. Get focused and look for an unoccupied space to own. Profile the target audience and customers against the space you want.
4. Build a vision. Answer the question about where the space or market needs to be, and how you will help solve the problem to help players reach that position.
5. Build a business strategy and plan. Put together the first version of a plan, define the unique/proprietary solution for this space and the customer. Make sure you share how you will deliver on your promise of value to the customer.
6. Remember to use strategic communications in your initial outreach. Start defining positioning, vision, core messages and channels. Develop foundational content such as diagrams, illustrations, fact sheets and presentations.
7. Validation. Connect with potential prospects and industry stakeholders and test your perspective, especially on market need, market fit and segments.
We are Brand Utility is a business consultancy. We work with brands in the corporate, retail, travel and technology spaces.
We offer strategy and tactics to support growth outcomes - revenue, scale, regional expansion and market entry – for our clients.
Areas of support include:
· Strategic communications: Approach to market, brand concept and map, positioning, messaging, story and narrative, thought leadership
· Marketing: Campaign/programme planning, story-based marketing execution, digital marketing, community amplification, content planning and production, go-to-market execution
· Lead generation: Digital advertising, social media advertising, social commerce, e-commerce
· Integration of marketing with business operations: We plan and execute as a seconded marketing and/or PR lead for your brand
Discover more about our services at our website or book an exploratory consultation through this link.
Photo by Alvaro Reyes on Unsplash
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