StoryBonding&Positioning

Marco D'Elia Step-By-Step Identity Positioning MakeOver

September 07, 2020 Abdulaziz M Alhamdan M.Sc. Episode 35
StoryBonding&Positioning
Marco D'Elia Step-By-Step Identity Positioning MakeOver
Chapters
StoryBonding&Positioning
Marco D'Elia Step-By-Step Identity Positioning MakeOver
Sep 07, 2020 Episode 35
Abdulaziz M Alhamdan M.Sc.

#035 Identity Positioning Applied Step-By-Step to Marco. What was the result?

What's the thought process of a Positioning Expert in a real life situation?

I'll take you step-by-step in this Episode through the new Positioning of Marco D'Elia.

Let's Go!

Podcast Music: THBD - Good For You

Support the show (https://www.buymeacoffee.com/StoryBonding)

Show Notes Transcript

#035 Identity Positioning Applied Step-By-Step to Marco. What was the result?

What's the thought process of a Positioning Expert in a real life situation?

I'll take you step-by-step in this Episode through the new Positioning of Marco D'Elia.

Let's Go!

Podcast Music: THBD - Good For You

Support the show (https://www.buymeacoffee.com/StoryBonding)

## Chapter 13: The Identity Positioning of Marco D'Elia

What's the thought process of a Positioning Expert in a real life situation?

I'll take you step-by-step in this Episode through the new Positioning of Marco.

Let's Go!

### 13.1 Marco In Context

Hey, It's Abdulaziz, and here is an update on Marco, a great guy.

He came into contact with me, and told me he wishes for a new positioning, different from the one I suggested, which was:

"Success Secrets of An Italian Male Model."

This is fine. 

### 13.2 Positioning Criteria

Because Positioning is done best when it fits these 3 criteria: 

(1) When it is very simple, the human mind hates complexity 
(2) When it is unique, a different angle to what is out there, 
and (3) When the person who uses positioning resonates with it. This is about Authenticity. It's not enough to say the right words if you don't feel them. Your heart needs to feel meaning whenever you share your message with the world.

And through our discussions, I paid attention to what he requires in his Positioning:

(1) That it allows him to talk about any topics he wants, so he's not a prisoner of some small niche, like many people are.
(2) That it sets up for him a platform where he can become a Public Figure, someone who can help millions of people, someone who matters on a large scale.

### 13.3 Positioning Types

Then, it is clear what he needs isn't simple Business Positioning. He needs the second level, the higher level of StoryBonding Positioning with is: Identity Positioning. And probably a little bit of the highest level, Legendary Positioning, which is the biggest and most powerful of all, but that needs deep analysis and much more time to create.

### 13.4 Positioning Core

So, I began working on his Business Positioning to elevate it to the Identity Positioning level.

I tried many things for hours. But something in our discussions stood out and had the ring of Powerful Positioning truth... 

Marco said a sentence that stood out to me: He wanted to be the best he can be to prepare for the opportunities that life will give him!

Yes! This resonates! 
This can be a "Reason Why" point of differentiation that works in his Positioning!

I took a couple of hours to work on this after watching his content, and I began by laying down this Positioning Statement:

"For those who want success, I can help you improve your body, mind, finances, spirituality and relationships so that you can take advantage of the opportunities you will get in the future."

### 13.5 Concrete Opportunity

Nice! At least we have clarity now, even though this is Improvement Positioning. Let's see how we can work with this to spice it up with some Opportunity and Repair, and making it more Concrete.

So I turned to the part about "the opportunities they will get in the future". How can we make this concrete?

I imagined myself someone in that moment where life gives someone a good opportunity. That excitement. That positive surprise. 

How do people refer to that in their minds?

And how do I keepot  general enough so this positioning is open to all topics, rather than use something specific like: "Be ready for the girl of your dreams," Or "be ready for the million dollar business idea" Or "Getting compliments from people on how interesting you are"? 

I found it! People call it their "Lucky Day!" That's much more concrete than a "Future Opportunity"! 

So, I came up with:

"Will you miss your Lucky Day?"

But we will see whether we will use it. That sentence doesn't have the ring of clarity to it. It's not yet ideal, but it's a good start.

### 13.6 Renaissance Man

Then, I turned to the part about "Improving your mind, body, finances, spirituality and relationships" which basically includes all topics he may wish to talk about in his content.

But how can I make this unique, rather than common?

If we used "Become the best you can be"? That is too vague and too common, he will seem like a copycat.

Then, I remembered: "He is from Italy!"

So what is in the Italian culture and history that represents someone good at everything? A Renaissance Man!

A Renaissance Man can be the Positioning Identity that matches his life story since he is Italian and wants to help people improve in everything!

There is additional power because his positioning is not random, it is linked to who he is as a person, the culture he grew up in, where is he located, this gives is an additional level of authenticity, he can own it more than others.

But the identity of a Renaissance Man isn't something unique to Marco. How can we use language to differentiate this Identity and make it unique to his brand?

Because a lot of business success comes down to making everything you do a little bit different to what others do, whether it is how you shoot your videos in a slightly different way, the colors you choose in your Archetype, or simply the words you use.

I started thinking, what kind of Renaissance Man does Marco want to create in this world?

It's people who are the Best They Can Be.

Then, it can be:

An Evolved Renaissance Man, Or
A Model Renaissance Man, Or
A Legendary Renaissance Man, Or even 
A Marco Renaissance Man, so that he owns that Identity.

I don't know which of these appeals to him most, but the one I settle down on is:

An Inner Renaissance Man.

This makes it more powerful, because an Inner Renaissance Man doesn't sound like a new identity they have to adopt, but rather something they have in them that just needs to be strengthened. It's an identity that raises their self esteem, it helps them feel that they are strengthening the awesome powerful man they are, rather than trying to become someone else.

So, distilling down, I came up with this Positioning, which is an Opportunity positioning rather than an Improvement one:

Unleash Your Inner Renaissance Man, 
Win The New Opportunities of Today.

That mix of Identity + Reason Why is UNIQUE. 

Some people talk about becoming the best version of yourself.
Some other people speak about seizing opportunities.
But both, an Italian Man helping you rediscover your Inner Renaissance Man so that you win the new opportunities of today, written in that way, is powerful Identity Positioning.

I didn't use the words "Lucky Day" because it will be confusing. And confusion kills Positioning.

Listen to this:

Unleash Your Inner Renaissance Man,
Seize Your Lucky Day

It's not as clear as:

Unleash Your Inner Renaissance Man, 
Win The New Opportunities of Today.

### 13.7 More Positioning Power

Nice! Can we make it even more powerful?

Yes! We can use that as a Move Towards positioning, and drop in some Move Away From positioning:

Will You Miss Your Next Big Opportunity?

So combining both, we have a remarkable piece of positioning:

Will You Miss Your Next Big Opportunity?
Unleash Your Inner Renaissance Man, 
Win The New Opportunities of Today.

AGAIN:

Will You Miss Your Next Big Opportunity?
Unleash Your Inner Renaissance Man, 
Win The New Opportunities of Today.

Everyone had the experience of losing an opportunity because they weren't ready, they weren't good enough.

So now we are including BOTH Repair Positioning and Opportunity Positioning in one simple Positioning Idea! This is true psychological power right here!

And it is clear, unique, and gives him the freedom to make videos about any topics and in any language!

### 13.8 Marco Next Steps

There are 2 next steps for Marco now:

(1) That Marco checks his heart to feel whether this positioning is meaningful, that it matches his spirit and soul.

(2) That he uses the StoryBonding Challenger Content Plan to launch this new positioning on his Youtube channel in a way that will get people excited, will get him attention, and so that new subscribers will be his ideal prospects.

It's very good!

The next level after that, is elevating this to a Legendary Positioning status, but that takes analysis, depth, and about 3 months of work where each of these next pieces of the puzzle will add power to his Identity Positioning. And when all are there, they will click together creating a powerful platform for him to become a Public Figure recognized, respected, and impactful to large numbers of people all over the world.

It's about going deep into questions that will clarify:

* What's his SuperPower?
* What's his Vision of Victory?
* What's his Archetype and Visual Identity?
* What are his Signature Stories?
* What will be his Miracles?
* What's his Path & Philosophy? This is VERY important.
* What are the Ideal Renaissance Man Traits?
* How to use the Content Structure that all Public Figures use that almost nobody else uses, and how to use it with Marco?
* What are his Values?
* What does he stand against?
* What will be his Aspiring Adventures?
* And much much more.

That's what separates those who become Legendary from those who stay stuck at a small scale. 

But that's a discussion for another day.

### 13.9 Your Turn

Now, it's your turn:

What have you learned from this Positioning thought process to create your own clear powerful positioning?

Remember: Positioning is the heart that makes everything in your marketing and branding ALIVE. Without it, you're trying to move a dead body: It's very hard, very slow, and is never as powerful as the real thing.

The right positioning is the difference between people feeling your brand and business is ALIVE, vs a dead rock that doesn't resonate with them on any level.

So invest time into it. This is the highest and best use of any minute of your day.

### 13.10 Conclusion

And to conclude: If you've benefited from this episode, and would like to ask me any question or discuss your Positioning, then send me an email today to: mentor@storybonding.com

And remember... Seek Excellence, Always.