Summer Strategy Series 3.0 Issue #4: Positioning

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Photo by Angela Knox, The Divine Group

Quick reminder that you're reading issue four of the third annual Summer Strategy Series where we walk through my whole brand strategy process. Catch up on issue one here, issue two here, and issue three here.

This week, it’s all about positioning and we’re going to kick off with a quick anecdote (fair warning, it’s one I’ve shared before).

It was way past my bedtime (so like... 9:15 pm) and I was sitting with my husband in his office, running through his pricing spreadsheet and the quote he was developing for a potential project. He was feeling a little nervous about whether or not he was charging too much and if he was providing enough value. For context, his side business is providing dirt work and hunting land management.

As we were going through each line item, he asked the question that I’m willing to bet all of us have asked at one point in our entrepreneurial journey:

“But Kelly. Why would someone pay me almost $1,000 to do this when there’s a guy a few hours away who would do it for a few hundred?”

My brand-loving spidey senses immediately started to go off. I metaphorically cracked the knuckles and thought, “Oh hell yes. He’s talking about positioning and this is totally my jam.”