Show me a person
Who says that small talk isn’t energetically draining
And I’ll show you someone who is lying.
So, to safeguard my precious social battery from being drained by interactions with almost-strangers, I (like many of us) have a system.
Instead of trying to think on my feet, I have a curated list of pre-programmed responses to almost all of the routine questions that two people ask each other when they’re stuck in a backseat, smooshed against a bar, or puppy-guarding the charcuterie board at a party.
There’s one conversation I end up having a lot.
At this point, it's basically scripted.
[Scene: Someone's friend's cousin's house. Interior. Sabrina Carpenter plays in the background. Zoie holds a glass of Trader Joe's brand wine that she only accepted so that she'd have something to do with her hands. ]
THEM: So, what do you like to do for fun?
ZOIE: Nothing exciting. [relatable laugh] Read, play music, watch movies. That kind of a thing.
THEM: Oh yeah? What's your favorite book?
ZOIE: Mmmm! That's a good question. [pause for effect] It's tough because I have so many. I love historical fiction. Old books. Pride and Prejudice is a classic, of course.
THEM: Ooh!
ZOIE: [braces herself]
THEM: Do you watch Bridgerton? I bet you LOVE Bridgerton!
And dear reader. Gentle reader. No I don't. I really, really don't.
But I can absolutely see why they'd think so.
Pride and Prejudice and Bridgerton have a lot of similar elements (England, women, heaving bosoms, scandal, dancing, tight pants, horses, etc.)
At a glance, they appear to serve the exact same need for the exact same audience. Sound familiar?
It should. Your brand is in a similar predicament.
Not to point fingers. Everybody's is.
Our need to stand out in saturated markets is one of the main reasons that I am currently employed. 👍🏾
And while I hate to admit it, there's a reason why Bridgerton ended up as a cultural phenomenon instead of being immediately dismissed as a bodice-ripping, historically implausible, cotton-candy, Pride and Prejudice wannabe knock-off. (Ahem.)
It's the same reason that we've got McDonalds and Burger King. Or Madewell and Everlane. Or Rhode and Kylie Cosmetics.
Perception and positioning.
Which, as it so happens, is the next section of my brand messaging guide. And if you and your clients don't have it?
Then you're more lost than the Bennet sisters without any officers to dance with.
Brand Positioning Statement
WHAT IT IS
A section in your messaging guide that details the features, techniques, expertise, approach, or experience
that would make someone choose you over a competitor (this is not the time to be modest.)
WHAT IT'S NOT
A requirement to come up with something that has never been done before in your industry
(because that's a lot of pressure, and unless you're a literal rocket scientist it's also highly unlikely)
HOW IT WORKS
Keeping your messaging focused on the aspects of your brand that drive conversion.
WHY IT'S IMPORTANT
It's your way of staking your claim in your market.
I hate to be dramatic, but if you don't understand your positioning and can't communicate it to a team,
your business will eventually fail. 😬
The next time you're scrolling
and you see someone in marketing say
“The world needs YOU, in all your authentic, amazing, weird, and unique selfness”?
They are correct, but here's what they really mean.
Most of the time, being chosen over your competition is not a matter of revolutionizing an industry. It's about finding the right features and the right packaging for the audience you want to serve.
The underlying need in your audience might be the same. But everybody's interested in a slightly different package.
And since this piece of messaging is so desperately, crucially, vitally important, I figured, what better way to learn about it than to pit two incredibly popular fluffy romance franchises against each other?
Welcome to the grudge match of the century
The early 19th century, specifically.
I'll (reluctantly) admit: Pride and Prejudice and Bridgerton serve the same underlying need. They even have quite a few things in common.
✅ Georgian England
✅ Spunky heroines
✅ A will-they-won't-they romance
✅ Complex societal hierarchies and mysterious social rules.
But that's where the similarities end.
Pride and Prejudice? Historical
Bridgerton? History… uh, flavored.
Pride and Prejudice? Slow, romantic character transformations
Bridgerton? Quick, dramatic twists and turns to leave you on the edge of your seat.
Pride and Prejudice? Lingering looks and sexually charged hand brushes.
Bridgerton? Maybe… don't watch with Grandma.
The verdict?
Bridgerton's positioning is sexy, pretty, and dramatic.
Pride and Prejudice's positioning is romantic, beautiful, and realistic.
And personally, I'd rather be wandering the halls of Pemberley instead of holding up a wall at the Four Seasons Ball.
But regardless of whether you'd rather hang out with Lizzie Bennet or Daphne Bridgerton...
the point stands
Every brand has an audience,
and your positioning statement is how you claim yours.
It doesn't need to be game-changing, but it does need to be specific and thorough.
My one complaint about positioning statements? They don't go far enough.
And that’s where a Perception Statement comes in.
It's not enough to be chosen by your customers over a competitor.
A brand that's set up for long-term success also has a good understanding of where it sits in the minds of other businesses.
We don’t operate in a silo.
Our brand community is just as instrumental as our customers.
Think about REI, sourcing what brands it will carry in its stores.
Or the natural pairing of Hello Fresh and Caraway cookware.
Or Ryan Reynolds and Mint Mobile.
These placements don't happen coincidentally - they've been strategized.
Our business community is much more savvy than our customers. After all, they're just like us.
A brand perception statement allows you to
Articulate the reputation you intend to build within your community
just as clearly as the reputation you want to build with your customers.
Just like your mission, vision, and values set the tone for the way you run your business, a Perception Statement sets the tone for the relationship that you'll have with other brands, setting yourself up for beneficial collaborations, and steering you clear of the ones that aren't in your brand's best interest. Which some of us could sorely use (Looking at you, Dorito and Claire's)
Curious what this looks like? Here's Lexicon's.
Our business community sees us:
As a safe haven for joy, artisanry, collaboration, and balance within the branding community. We freely share resources, ideas, and clients between our colleagues and the idea of “community over competition” is hard-coded into our business DNA.
As a business that celebrates other businesses’ wins without jealousy, values the expertise of others, and does not gatekeep resources, techniques, or praise. We proactively reach out to lend our support to others, instead of waiting to be asked.
As a silo-disruptor: testing new and exciting techniques and giving fresh insight from a perspective that is uncluttered by unproven “shoulds”. A business that does what works, not what’s traditional.
As a brand that, if unconventional, is deeply intentional and unfailingly genuine and radiates truth, honesty, humor, and cleverness in all its touchpoints.
And if that sounds like the type of business you'd like to partner with - my collaborator's page is just a click away.
