As part of our on-boarding process at Jola, we help partners with current opportunities and explain how our product portfolio can help them to win them. Many join us with a growing need for internet connectivity or hosted voice, and as they move through our training programme, they uncover opportunities for additional services such as mobile data.
Adding new services can lead to brand repositioning, to reflect new solutions and USPs in key vertical markets. It is tempting to think that by changing your website you will achieve brand repositioning, however the strategy will impact every area of your business.
Where to start
Start by establishing why you are repositioning your brand. The reasons why will determine the extent of change that is necessary. For example, if you want to be known as a specialist in one area, you need to research the market, the suppliers, the competition, the customers and the products, to see where you fit into it and how you can differentiate yourself within it.
Test your messaging to ensure it reflects reality. Are you the market leader? If you are, then back it up with facts. It you are a new entrant, you need to test your content and your messaging over time, to reflect reality. Build up case studies and testimonials across key verticals and target similar prospects, to build market share. Ensure you use the right terminology, as this will help prospects find you.
Anticipate objections to change
If you are well-known as one thing, and re-brand as another you may meet with strong objections. It is useful to build on the goodwill you have established so far and take your customers on your journey with you. If you are starting to sell more 4G and see it as more of a focus, it is useful to combine it with your core business. For example, if you are well-known for providing a great service providing internet connectivity locally, why not add a 4G back-up solution or pre-Ethernet 4G solution? By making your new focus an enhancement of your core business, you are more likely to be successful and less likely to come up against objections.
Let your messaging reflect the business strategy as it changes over time, ensure your staff are onboard with the changes and are educating your customers on the benefits to them.