Selling Your Strengths: How Sellars Has Mastered Strategic Positioning

Differences, big and small, are what set brands apart from their competition. For marketers, communicating these differences clearly and consciously helps ensure that both new and loyal consumers can make the most informed buying decisions. At Sellars, we have always prioritized sustainability, reliability, quality and next-level customer care.

Explore how our team has successfully highlighted these key strengths over time, adapting and repositioning to stay relevant and competitive.

H1: Identifying your key strengths

When honing in on what sets your brand apart from others, the best place to begin is with direct customer feedback. Collecting feedback from current customers can be done in many ways. Your sales team communicates directly with customers and distributors every day and staying closely connected with them gives the marketing team a line of sight into what matters most at any given time. Another approach is to study product reviews. This can provide valuable insight into feedback from customers in a more organic and honest way. A more robust approach is to invest in qualitative research and focus groups that can help brands align with what’s most important to their current customer base in a structured way. When it comes to capturing future customers, it’s all about keeping on top of market trends. Embracing trends helps your brand stay relevant and top of mind when in a crowded marketplace. Once you have identified your brand strengths, it’s important to work internally with cross-functional teams to ensure all packaging and marketing materials are communicating what customers seek.

H2: How Sellars highlights its key strengths

For Sellars, one of our biggest and most important differentiators has always been our focus on sustainability. By utilizing recycled materials in many of our products, we’re able to offer a wiping product that not only performs better than similar products made using virgin materials but also appeals to sustainably focused consumers.

Beyond our sustainability story, Sellars focuses on the consistency and quality of manufacturing our products in the USA. The majority of Sellars products are manufactured right here in Milwaukee, Wisconsin, which creates jobs, minimizes shipping time and costs and provides more transparency into our process. Our focus on sustainability transcends all parts of our business—from product development to facility management.

Along with exceptional products comes exceptional customer care. Another key strength at Sellars is the dedication and reliability of our internal sales and customer service teams, who work tirelessly to ensure our customers are satisfied in every circumstance.

To ensure our customers understand these differentiators, performance, sustainability and customer care have been clearly communicated throughout our marketing materials in both copy and design elements. From our updated product literature to our full website redesign and ongoing PR and social media efforts, our team strives to consistently communicate this story while making it easy and intuitive to find the right products for every task.

H1: Adjusting & evolving your messaging

Change is inevitable—and it happens quickly. Being nimble when it comes to communicating your strengths can help you beat competitors to new opportunities and shifts in consumer expectations. Spotting what’s next involves both luck and skill. Stay in the know by keeping an eye on industry publications, staying in constant communication with customer-facing members of your team and always taking customer feedback and commentary seriously—especially when you notice commonalities.  These front-line insights can reveal new and evolving opportunities before they are even on the competition's radar. Evolve your messaging in an authentic, strategic way while working quickly with intention, not panic.  

H2: How Sellars has adjusted & evolved

At Sellars, we have always focused on and invested in sustainability efforts—even before they were so popular. One business decision our team made was to lead the sustainability trend with our first business-to-consumer (B2C) product, Bravo Paper Towels. Bravo is made from 90% recycled fibers and is up to three times stronger when wet compared to other paper towels. This messaging is prominently placed on the Bravo packaging and promoted throughout its marketing materials as well.

From a massive billboard to a small digital banner ad, reinforcing your strengths across all communication channels is crucial to a consistent brand experience and long-term success. Learn more and see how we showcase our high-performance, sustainable wiping products by visiting the Sellars website.