In this Expert Insight Interview, Lisa Morton discusses positioning and messaging. Lisa Morton is the founder and CEO of Roland Dransfield, a fully integrated communications agency.
This Expert Insight Interview discusses:
- The evolution of positioning and messaging
- What positioning and messaging is all about
- Examples of companies “talking the talk,” but not “walking the walk.”
Evolution of Messaging
Over the last several years, we’ve seen a rapid evolution of how people are messaging each other and positioning themselves, as well as the cultures they’re trying to present in their organizations.
The pandemic has accelerated the entire process. We have reached a point where people are looking for something a bit different, something more in terms of identifying with a company, either as an employee or a customer. In other words, people are looking to associate with organizations that fit their own culture and their own values.
Walking the Walk
Positioning and messaging is all about how you describe the value that you deliver, and it is also what makes your brand or organization, or even yourself, unique. There needs to be a genuine reason for you to be telling the story, sharing the message, and producing the content in the first place.
Before social media, it was very easy for advertising professionals to put messages on billboards and position organizations in the way their respective marketing teams wanted them to be positioned. These messages didn’t necessarily run through the DNA of the organizations. In contrast, now, everything being much more transparent, it is very easy to see if a brand or an organization isn’t “walking the talk.”
The Truth Behind the Buzzword
Nowadays, there are so many different touchpoints where people can interact with brands, and it is much easier to spot when the brands are not genuine in their messaging. For example, over the last ten years, “customer-centric” has been a huge buzzword, showing up on almost every business’s website and social media profile.
However, customers’ experiences with these brands often tell a different story. Few companies are actually customer-centric, and the disconnect is noticeable.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.