In earlier sessions we talked a little earlier about a client involved in, working in the Engineering Construction sector in the UK.

This was an unbelievably tough marketplace. But aren’t they all you?l say and your right. Their success was built on really strong brand positioning in the marketplace.

They positioned themselves as experts in emergency intervention. Most of their competitors simply positioned themselves as people suppliers. They had no real point of difference.

Our client focused on the things that made them different and in one case unique.

Their expertise was in managing chaos. The chaos a client wanted so much to avoid. It is a much over used metaphor but they literally were the swan that looked graceful from one perspective the surface. But below the surface they we’se managers of chaos. And they delivered against their promise..

They also made another positioning decision. They only worked with main contractors on larger projects. They never worked for subcontractors. They were unique in this regard. They did this for several reasons but mostly because we saw a clear niche that they could exploit and, positioned themselves as experts in this niche

If you want to be remembered and understood you likewise need a clear positioning. You want to get attention. You want to be seen as the experts, but experts in what?

-Look for a niche (clearly there needs to be enough potential here, but niches tend to be more pro?table in the longterm).

-Look for a compelling need in the niche

-Be clear about what makes you Different and what Your Expertise is in.

-Follow up

If you are genuine experts in your niche then share your knowledge.

This may seem counterintuitive but having knowledge and doing anything with it are entirely different

things.

Sharing your knowledge will help you position yourself and your business as experts. And when someone needs expertise you?l be top of mind when a need arise.

Use case studies and examples.

Give useful tips that add value.

Send useful articles.

One great way also to position yourself as an expert is to speak at events. (A word ofcaution here though. Speaking is an art in itself. Be sure that you have people speaking that can engage audiences and create great positioning for the business. Great businesses and ideas have failed due to poor presentations)

Recently we attended a large social media event sponsored by the local Chamber. Several of the guest speakers quite clearly had made no attempt to prepare. And rather than build their credibility they destroyed their credibility by delivering a boring and disjointed presentation.