Positioning your brand well creates a path to success that is shorter and easier. It helps your customers know they should select you.

[Bonus at end of post - Get this post in a PDF.]

Think about this: if a prospect is comparing your product with a competitor's, what is there about yours that would make them choose it? If there's nothing to differentiate the two, you have a commodity that people will only choose based on price, and that's the last thing you want. Or, even worse, what if your prospects think something about your company or product that isn't true?

Fail to differentiate yourself in the marketplace and you'll be exiled to the commodity ranks.

Never fear, though, because there's always something that you can use as a differentiator.

The differentiator doesn't have to already exist. You can create it!

The key is to take a step back and look closely to see what really is different - or what could be.

Being faced with a never ending parade of new social media platforms and other tools for marketing often makes it overwhelming when it's time to create a marketing plan. How do you know what to use and when to use it? Should you just go ahead and use everything to avoid having to make a decision?

About 10 years ago my husband and I were at the Farmers Market in Roanoke, Virginia, when I noticed a cardboard sign proclaiming "Halifax County Produce." I remarked to him that it was a good possibility that the produce wasn't even from the county, but since Halifax County didn't have a brand or seal for farmers' use, customers would have no way of knowing.

That day was in the back of my mind for years as I continually saw similar situations.

A 5-Step Recipe for Creating Successful Marketing Campaigns

There are so many marketing tools and platforms available today, we find that clients are often overwhelmed and don't know what to use and when to use it - much less how to actually create a marketing campaign or plan.

We like to keep things simple, so we created our Sandwich Marketing™ concept to help you break it down into steps.