What is the best digital platform for enterprises to build their brands in the online world? Will be through a corporate website or an ecommerce one? How important are the social networks? What is the investment required in the online media plan to attract more customers? What is the best way to implement mobile technologies within your strategy? These questions are crucial for any company that plan to have a strong presence in the online channel. And there are several events in the market with speakers discussing each of these points. It is rare, however, to find presentations that discuss a much more critical and relevant point, which must come before any other question: what is the first thing a company needs to consider to achieve a successful presence on the internet .
Recently I attended a presentation at the eCommerce Brazil event from an entrepreneur who admittedly does not know much about the digital world. And surprisingly in his presentation he came up to the answer of this question. He is the founder and CEO of one of the largest retail chains in the country, Ricardo Eletro. With a unique simplicity, he directly attacked the issue: “For a business to succeed it must have a clear and differentiated positioning. Without it, it will never happen. This is true for the traditional trade and is also true for virtual one.”
Positioning is what differentiates a brand from its competitors. It is the set of unique features to the business. The entrepreneur must define his brand positioning at the very start. This means that he needs to be clear about what his brand delivers and what it does not. There is an old saying about this: “companies that have everything, actually don’t have anything “.
Nowadays it is very easy for a company to create its online presence. There are various tools available in the market for building digital platforms in short time with very little investment. The trick is to turn that presence into a business that will grow and generate results. Without a clear positioning, it will be hardly possible.