With people all over the world shifting their buying priorities, companies have to recreate or update their positioning statements, supporting messages, and points of view.
This is necessary to show consumers their reactions to the current global situation. Businesses should tell customers where they stand on important social issues.
Those basic tools can help companies create stronger relationships with their target audience, as well as with other industry leaders.
The tools can help them grow and readjust to any ongoing global situation.
Point of View
Aside from companies having to create a positioning statement and supporting messages, they also have to establish their point of view.
That point of view is supposed to showcase what the business believes in and stands for and can be used as a market differentiator.
Although a company’s point of view might appear insignificant in the face of potential opportunities or business partnerships, it’s actually relevant to the promotional messages that they share with the public.
That’s why it’s an essential element to the success of a company’s marketing efforts. Plenty of times, companies want to work together because they share complementary or similar points of view.
However, many businesses don’t reflect much on what their point of view is or how it can influence the public’s perception of them.
Creating a Point of View
When a company creates its point of view, it’s important to figure out what it stands for and believes in.
That means thinking about what the business wants the world to be like, and of the ideal end result of the different global situations that the public has to face, such as the ongoing global pandemic.
A company’s point of view on those types of issues can help consumers better understand the values a business has.
Having a deep understanding of a company’s values can generate more leads and business opportunities because those values can resonate with consumers who hold similar beliefs.
This resonance can inspire them to make purchases with a given company.
When developing a point of view, companies should try to boil down all of their ideas regarding the purpose of the business into one-sentence statements that can highlight their values and goals clearly.
In the process, companies should be collaborating with different business departments internally, because the different internal perspectives can provide various interpretations of the company’s values.
Considering these perspectives can improve the statements and point of view. The point of view should also differentiate the business from the rest of the market.
Companies should make themselves stand out in the minds of consumers when those consumers are considering a particular industry.
Companies generate more brand recognition by having a unique point of view statement.
Point of View Mistakes
When they’re trying to create a point of view, many companies end up turning that statement into a slogan.
However, a company’s point of view doesn’t have to be consistently referenced in its marketing efforts, or be overt.
A point of view can remain in the background, yet maintain influence over business operations.
This can be difficult to achieve when creating a point of view statement, but it helps companies generate more leads and consumers that hold similar values to the business.
Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.
With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.