What is a brand positioning strategy and where do I begin?
It's no secret that a strong brand is crucial for any business, whether it's a startup or an established company. A strong brand can help you attract new customers, retain existing customers, and differentiate your company from the competition.
With “positioning” we’re referring to the unique place your brand occupies in the minds and hearts of your audience, which is different from any competitor.
But how do you go about creating a successful brand positioning?
There are several factors to consider.
One of the most important factors is understanding your target market. Who are your ideal customers? What needs or desires do they have that your product or service can fulfill?
Once you know who your target market is, you need to understand what sets your company apart from the competition. Why should people buy from you instead of someone else? What unique value proposition can you offer them?
And finally, you need to make sure that your branding and marketing efforts reflect your brand positioning. If people don't know what your company stands for, they won't be likely to buy from you.
What is brand positioning and why is it important?
Brand positioning is the process of developing a unique strategy for marketing your company and its products or services.
Our goal is to create a lasting impression remains in the hearts and minds of your audience — an impression that is unrivalled by any of your competitors.
Achieving this involves figuring out what you want your brand to be known for, and then making sure that your branding and marketing efforts reflect that positioning.
Achieving the position you strive for means claiming a specific spot in the mind of your audience. Making sure they know who you are, what you stand for, and how you are different from any other brand.
If you get it right, your target market will see your company as the go-to source to solve their unique problem.
There are several reasons why brand positioning is important:
First of all, it can help you attract new customers. If people know what your company stands for and what makes it different from the competition, they're more likely to buy from you.
Brand positioning can also help you retain existing customers by reinforcing their loyalty to your brand.
And finally, it can help you differentiate your company from the competition, making it easier for people to choose you over your competitors.
Factors to consider when creating a brand positioning strategy
When creating a brand positioning strategy, there are several factors you need to consider. One of the most important is understanding your target market. Who are your ideal customers? What needs or desires do they have that your product or service can fulfill?
Once you know who your target market is, you need to understand what sets your company apart from the competition. Why should people buy from you instead of someone else? What unique value proposition can you offer them?
You also need to make sure that your branding and marketing efforts reflect your brand positioning. If people don't know what your company stands for, they won't be likely to buy from you. So it's important to make sure that your messaging is clear and concise, and that your branding is on-point.
Finally, it's important to be realistic about what you can achieve with your brand positioning.
You shouldn't try to position yourself as something you're not, because it will only end up confusing people. The key is to find a positioning that's true to your company and that speaks to the needs of your target market.
How to create a successful brand positioning for your business
There's no one-size-fits-all formula for creating a successful brand positioning strategy. However, there are a few tips that can help you get started.
Start by understanding who your target market is and what they want or need.
Find a positioning that's true to your company and that speaks to the needs of your target market.
Make sure that every one of branding and marketing efforts reflect your brand positioning.
Be realistic about what you can achieve with your brand positioning.
Keep track of how well your brand positioning is working and make changes as needed.
Tips for implementing your brand positioning strategy
Once you've identified the right positioning for your company, it's time to start implementing your brand positioning strategy. Here are a few tips that can help:
Make a plan – The first step in implementing your brand positioning strategy is to make a plan. This plan should outline how you intend to execute your strategy and what resources you'll need to make it happen.
Communicate your positioning to everyone involved – Once you have a clear understanding of your brand positioning, it's important to communicate it to everyone involved in the branding and marketing process. This includes everyone from the CEO to the designers working on your website and marketing materials.
Create content that reflects your positioning – Your branding and marketing efforts should reflect your brand positioning. This means creating content that is aligned with your positioning and targeting the right audience with the right messages.
Use the right channels to reach your target market – Not all channels will be effective for reaching your target market. You need to use the channels that are most relevant to them and that will resonate with them.
Be consistent with your messaging – It's important to be consistent with your branding and messaging across all of your channels so that people know what your company stands for.
Adjust as needed – As time goes on, you may find that you need to adjust your brand positioning to better meet the needs of your target market. Don't be afraid to make changes as needed.
TL;DR
Brand positioning is one of the most important aspects of any business, whether it's a startup or an established company. It's what determines how your customers and potential customers view your company, so it's crucial to get it right.
Selecting a brand positioning strategy that reflects your brand’s true personality is key to remain authentic to who you are and forge true connections with your audience.
Implementing a brand positioning strategy can be tricky, but if done correctly can be hugely beneficial to your business. Keep track of how well your branding and marketing efforts are working and make changes as needed to ensure that you're always reaching your target market.
Oh, and… if you need experts to help you position your brand, we’re just one click away ;)
Toodles,
Mapa
