A good brand increases the value of your company, separates your competitors, and adds value to your company.
Do you have a full understanding of the importance of branding and positioning it strategically?
Brand positioning is the place you want to own in your target consumer’s mind, it’s the benefits you want them to initially think of at the mention of your company. An effective brand positioning strategy will increase relevant customers and separate you from your competition which will add ultimate value to your brand. Therefore, brand positioning is a crucial part of your business’ growth!
Relevance is priority number one! Customers must first find the brand appealing otherwise the brand won’t be considered, regardless of how differentiated or credible it is.
Differentiation is critical and the key driver of positioning success. The brand must create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from the rest of the marketplace.
Credible and attainable is the last but not least criteria of positioning your brand. If you cannot credibly provide what you’re offering, the customer is left with an empty promise.
3 different things to consider when positioning your branding to your buyer persona:
- A brand is the unique story that consumers recall when they think of you.
- Ten years from now, what word do you want to own?
- Succinctly capture the problem you are trying to solve with the product you are offering.
“When a company is clear about its purpose, the outside world comes knocking at its door with opportunities.” – Fredrick Laloux, Reinventing Organisations
Positioning your products and services in your consumers mind is what will grow strong branding. Here are some examples of recognisable brand positioning:
- Colgate known for Protection
- Gillette known for Quality
- L’Oreal known for Beauty
We’ve complied a list of possible positions you can use to brand your business!
- Premium – quality, exclusivity
- Value – cost effective, more for less
- Traditional – proven, stable, often evokes another time or place
- Innovative – new ideas, advances in technology or business practices
- Lifestyle – current or inspirational
- Problem solver – satisfies unmet needs
- Ease of use – convenient, simple
- Stylish – aesthetics
- Performance – excels in a critical area, out-performs competition
- Biggest – largest, most comprehensive