Please don't misunderstand. I am not condemning a deliciously rich scoop of vanilla ice cream. Vanilla actually tops chocolate on my "favs" list every time. But I am firmly against and vote "no" to plain vanilla positioning. We live in an over communicated world and generalities simply don't cut it.

I can't tell you how many times we've started out on a new branding and positioning assignment with great hopes and aspirations. Dreams of "nailing it" by getting to the core differentiating factor and then presenting it with compelling clarity swirl around our creative heads.

Bold claims that create a swift divide between our product and the competition flow freely and generously during initial backgrounding sessions only to be firmly stamped out before they see the light of day. "We can't say that" or "Well, we don't actually do that" seem to be common reasons for squashing true differentiating statements.

Positioning refers to the way your customers think and talk about your company or product when you're not there. If you don't leave a relevant and lasting impression your customers won't think or talk about you. Positioning equates to image. What image do you want to portray?

It's not easy to develop a strategic position in our crowded and competitive marketplace. It requires a process that explores your brand from your customer's viewpoint. It takes time to unpack the truths about your product and it takes some skill to express your position in a way that people actually think. In the end, a positioning statement must convey truth; it must actually differentiate your product from competitors; it must be easily understood and it must be simple and clear without jargon and fancy words or phrases.

Ultimately you have to be known for something. You can take the bull by the horns and control your position and image yourself or you can let your image waft in the wind and become something you don't recognize. Do yourself a favor and spend some time to articulate that which is truly unique about you and avoid being "just plain vanilla."

No matter what business sector you’re in – business-to-business or business-to-consumer - it’s hard to escape the news - and hype - about social media. Is it the next marketing gold rush? No, it’s just another element that may or may not fit into your sales-building marketing plan.

Social media is simply defined as being social with people by utilizing online tools or sites that allow interaction. The interaction may be through conversations, photos or videos. You can also interact with others through blogs, polls, forums, ratings and reviews, testimonials, discussion boards and online events.

There’s a good chance you’ve already participated in social media in one form or another. There’s also a chance that your company, your service or your product has already been talked about in various forums.

It’s important to understand that social media is not an advertising campaign but rather a series of conversations with people who have the same interests as you or may be interested in what you have to say. They may even be your potential customers.

It's Not Just About Facebook, Twitter or LinkedIn

Although Facebook, Twitter and LinkedIn are the social media platforms you hear about the most, there are countless other channels available to you based on specialized interestes and specific industries. Consider them the specialized "cable channels" of social media.

One of the important elements of social media is finding a group that is made up of your potential customers or those who have the same interests as you. In his book, “Social Media Is a Cocktail Party,” Jim Tobin uses the analogy that social media is like a cocktail party but cautions you that “not every cocktail party is a must attend.” Once you decide which parties to attend, you then want to get comfortable at the party and be social. And with that, you’re now on your way to “doing” social media.

5 Reasons You May Want to Participate

1. Your competitors may already be participating in social media through blogs LinkedIn, Twitter or Facebook. Each tool has its own “search” function, so you can find this information immediately.

2. Your vendors and manufacturers may be using it. If so, you want to be there as well.

3. Your customers are participating. Each one is a publisher, writing blogs and reviews and participating in discussion groups.

4. Participation in groups can increase interest in your company’s service or product and lead to more web site traffic.

5. Social media puts a human face on what could otherwise be an impersonal company.

Welcome to Aha Communication's blog forum – No Nonsense Marketing. We formed Aha Communications around a core belief: that small and medium-sized businesses are the lifeblood of our economy. We believe these businesses deserve the same expertly written, strategically conceived and professionally designed marketing materials as large corporations, even without the big corporate marketing budget. Our mission is to level the playing field, to provide small and medium-sized organizations with professional and effective marketing materials — websites, advertising, brochures and more.

No Nonsense Marketing is for those of you who are striving to make a difference, to build your business, to achieve your bottom line goals. Check back regularly for posts filled with tips and strategies about how you can create smart marketing materials that promote your product, your service or your town, maximize your budget, help you stand apart from the competition and, above all, help you realize your vision of success. We invite you to share the lessons you've learned as well. And, when you can't do it alone, give us a call. We'll get it done.