Yesterday, we defined positioning and explained why it’s critical for your business. It is probably the most important thing you can do to grow your business. In fact, is the foundation upon which all your marketing and business development efforts are built.

Still unsure? Let me give you some examples. When you think of Volvo, what one word comes to mind? Was it “safety?” Volvo owns that attribute. If Volvo were to come out with a sports car, it would just seem wrong. They’ve figured out that there is enough market share doing safety. They don’t need to do speed.

Now, think about Target vs. Wal-Mart. Where are you going for stylish dorm accessories? Target, right? Who has the lowest prices? Wal-Mart. Wal-Mart has tried to roll out designer lines the way Target has, but the impression hasn’t stuck. People have it firmly in their minds that Wal-Mart equals cheap, not necessarily stylish.

All right, let me give you some local examples. The recruiter that specializes in sales management positions in the Southeast. Think that’s too restrictive? Think again. When she’s at a networking function, it is easy for her to explain what she does and easy for the person she just met to remember. Much easier than “general recruiting.” The security company that is the only one in town with nothing but 5-star reviews on Kudzu. (Much stronger to be that specific than to say: “we have great customer service.”)

So before you spend another dollar on a website or a brochure, take some time to figure out who you are. Your marketing dollars will go much farther when you have a focused message.