Positioning

Welcome.

welcome justin crystal everyone here um this is my report and what's my mission for today is fixing the website and mobile so this is main issue the hamburger page and what else yeah i did a lot of things i completed the testing for the printing machine it came out today quickly since we are here we have it and i even did a cool thing with the barcode to enter the community fast this is a way for anyone who bought my book he will enter my community fasting as fast as he can by scroll down or scan the code with the bloom like you know thing with girls in general And what else? Yeah, I even have my first letter to think about what should I write about it to the first one who will buy my book.

What else? Yeah, two or three members are in my book event.

Yeah, go ahead, Justin.

Yeah, so I appreciate you sharing what you're working on, but would you mind sharing and getting deeper into your mission, right? So we really want to know and get clarity on like what is, because I know you have a big mission, right? Right.

So yeah, explore that a little bit.

I have two missions.

One of them is selling my book, the 200, by the end of next year.

Before you look at revenue, pay attention to things like the quality of inbound inquiries, the close rate by lead source, and whether the same objections keep coming up.

Those are early signs that tell you if your positioning is working.

Right.

Revenue is a lagging indicator.

When they got control of Kia, they very consciously positioned them apart.

Yes, they share certain elements, but they always had a clear brand positioning.

And when they created new brands, think of Genesis, whether you like the design or the expression or the range of products or not, But from a strategic point of view, extremely clear.

They had this clear ambition.

You can be a little bit intuitive about it, but yeah, just pay attention to those keywords.

Positioning is really important.

So look at competitive titles to your book.

Right.

shop first, you're going to make that sell.

I read that old book, that old marketing book, Positioning, back in the day.

It's very popular in the marketing circles.

How have you seen... how people's loyalty do you feel like people's loyalty is is same or is it changed and people are kind of like people will still

Jon is the co-founder of Wit & Craft and creator of The Brand Lab, where he has dedicated over 20 years to helping small businesses uncover and articulate their competitive advantage.

Through his proprietary brand positioning framework, he guides ambitious entrepreneurs to better connect with customers, stand out from competitors, and command premium pricing.

His passion lies in empowering businesses to stop competing on price and start owning their market.

Hi Jon, welcome to Design Curious Podcast.

But yeah, so I've got a long career in advertising, branding.

Graphic design is, you know, kind of where I, I cut my teeth.

About 11 years ago, my wife and I decided that, you know, we had worked in the agencies together, kind of grew up in the agencies together, decided, you know, why don't we branch off and do this for ourselves? And so we started our company, Wit & Craft, to sole- solely on brand positioning, identity design.

And through that process, we, we discovered that the people that we really like working with, and that we feel like brand and brand positioning can help the most, are the small businesses-

... their pocket.

How does strong brand positioning directly impact your earning potential?

Strong brand positioning directly impacts your earning potential-

Mm-hmm

... just based on how people perceive you.