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.
Testing
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.