My response is simple... "It depends if you actually LIVE what you say you DO"
It was a pleasure and an eyeopener 18 months ago to assist in rebranding Walsh Accountants who had been in operation on the Gold Coast for 30 years. Upon meeting the team it was obvious that these guys had an edge. They cared a lot about their clients. They were fun. They were human. They communicated with their clients. They sponsored and got involved with the community.
For me the Postioning Line I created seemed really obvious... People First, Numbers Second.
From sponsoring the Gold Coast Women in Business Awards to the their year of their Walsh Accountants Entrepreneurs Cup Polo Day at Gold Coast Polo Club. This is starting to gain an amazing reputation and I was honoured to emcee again.
Nearly 500 of their nearest and dearest came together with family, friends to watch local Polo Teams do their thing and more importantly relax enjoy and bond together on a Sunday afternoon.
I know working with the team the these events take an awful lot of time and money to co-ordinate and actually make happen. It is not for the faint hearted. However it allows Walsh Accountants to have an edge on their competitors because they are forming a connection with people outside of the board room.
People believe they have their invested interest in heart and these actions reflect the Brand image they have chosen to make their own.
So wholeheartedly I believe in Positioning Statements. I believe they can be the quickest, simplest way to get across to audiences WHY you are different and WHY they should come to you.
However, they will only ever mean something if you make it!