Direct Selling: Strategy vs. Tactics
Here are three keys to finding a unique strategic position:
1. Your customers currently are seeking it. Before deciding on what will set your brand apart, make sure your customers want it. It must be important to them. If it seems like a good idea to you, but consumers could care less, keep looking.
2. You are uniquely suited to delivering it. If you are defining a strategy for a brand that already exists, it should be based on something you’re already good at. Play to your strengths. If you’re creating a strategy for a new brand, make sure you can deliver on the promise. Don’t set yourself up for something you can’t follow through with.
3. Your competitors currently are not addressing it. Remember, the whole point of having a brand strategy is to set yourself apart. To be different. So look around the competitive landscape. Do you see anyone with a similar strategic positioning? If so, abandon it and keep searching.
What Are Tactics?
Tactics make up the “plan of attack” for your brand positioning. It’s how you plan to execute your strategy. It’s how your creative concepts come to life. Tactics include all the different touchpoints you have with your customers, including catalog, Web site, store signage, advertising and e-mails. What do these look like? Do they communicate your strategy and unique positioning? The style of your photography and the tone of your copy also are tactics. They are the personality that you wrap around your brand.
Even though a solid strategy is critical to developing a strong brand, tactics are what make people fall in love with you. It’s what they come in contact with that grabs their attention. What they see is what they become passionate about. When a brand is brought to life through meaningful tactical execution, suddenly people can interact with it, see it and touch it. They can relate to it on an emotional level. And people tend to buy based on emotions, not rational thinking.