A tagline or a logo isn’t enough when it comes to creating a brand. A brand is the sum of all customer interactions. It’s how you set yourself apart from the competition. Brands with high awareness foster trust. In a world of so much mistrust, being reliable and transparent is your highest value. Consider how you’re seen by customers and make sure your brand appeals to the right audience.
Unless people know about your products and services, there’s no business. In the present competitive environment, companies are going into oblivion because they’re not able to stand out. Each element of your communication strategy (promotions, advertising, public relations) should be aligned and support a strong positioning. Your brand should be in the mind of your customers. People have countless brands to choose from when they go shopping, so you must stand out to realize profitability.
Brand Positioning Matters for A Couple of Reasons
Positioning is an approach that places emphasis on the qualities or characteristics that are unique to the brand bearing in mind the competition. As long as a brand’s genuine potential and resourcefulness are supported, the audience is pleased and the brand establishes credibility. Brand positioning is more important than ever, as it supports purposeful business growth. Whether your organization is launching a new product/service or reimagining its business, brand positioning matters. Here are some reasons why it’s so critical.
It Helps Break Through the Clutter of Noise
Consumers receive too many competing messages, meaning that they have too many choices when it’s time to buy. They can’t understand all that information, let alone use it to make purchase decisions. Despite the overabundance of intrusive messages, it’s possible to break through the digital noise. Amid the noise, your brand positioning speaks directly to people. The higher the position in the market, the higher the chance of cutting through the noise. Take the time to understand how communication is encoded and decoded in the minds of consumers.
It Helps You Justify Your Pricing Strategy
Often, businesses find themselves having to justify their price to customers. The positioning of the brand can be leveraged to justify the pricing strategy. The cost becomes reasonable in the eyes of consumers. Your brand offers something your competitors can’t, so the price point is justified. In other words, your position in the market and the competitive landscape is clear.
It Amplifies Your Storytelling, Copy, And Messaging
If you want to position your brand efficiently, create a story that sticks to the mind of customers and engages them on an emotional level. Telling a compelling brand story to the audience is much more than copywriting. You must create value rather than compete for the value that is created by others. Needless to say, you can’t communicate with the audience if you don’t understand and embrace your uniqueness. Your take on business is different from that of others, so adjust for those differences. No two enterprises are alike.
Steps You Can Use to Position Your Brand to Be Able to Compete
Consider The 3 Cs: Consumers, Competitors, Company
To articulate a strong brand position, take into consideration the three C’s, namely Consumers, Competitors, and Company. A product or service can’t be successful unless it solves the customer’s most pressing problem. Empathize with customers and care about their situations. Solve customer problems, whether those are issues they’re currently facing or issues they’ll face as the marketplace evolves. You can’t sell to everyone. Adapt your positioning statement to different target audiences, if you need to communicate with more than one buyer.
Understand who you’re up against. Choose five competitors, and look at their websites, social media profiles, and reviews. This way, you’ll get a better understanding of how consumers perceive various brands in the market, and if there are any favorable positions. By focusing on your competitors, you’ll uncover the gaps between their products/services and what you believe to be the needs of your shared target audience.
Via company analysis, you can pinpoint your strengths and weaknesses to satisfy the target audience’s needs, wants, and expectations. Focus on who you serve, where to play, where to win, and why consumers trust you. Ideally, the SWOT analysis should be carried out by a reputed agency. Work with a local agency so that you can meet in person when needed. A branding agency in San Francisco can help you make informed decisions to keep your company on the growth track. Perhaps you’re not conducting your business with a focus on delivering operational efficiency.
Don’t Cram Too Many Attributes in Your Positioning
If you want to connect with customers, take a look at your attributes. An attribute is what defines your brand – its core values and characteristics. A strong brand has several attributes, including relevance, clarity, distinctness, coherence, and commitment, to name a few. Use only one attribute for positioning your brand. Aim for one word that’s more memorable. There are lots of things to say, but focus on what’s most important. You don’t have to communicate every reason for buying your product or service.
Once You Have a Position, Center Your Efforts Around It
A good brand positioning can guarantee your organization’s permanence in the market, more sales, and competitive ability. Once you’ve succeeded in defining your brand position, you must consolidate your position in the market. Moving forward, try to share your brand message. But how? Your website is a good place to start. Update the homepage to make sure the graphics and tone convey the voice you’ve set for your brand. Also, the featured products and services should clearly define what you do.
Equally important is to train your internal team. As your company grows, it can be challenging to ensure all employees are engaged in the brand and what it stands for. Use a corporate pitch deck to walk people through the process. Each slide of the presentation should outline customer pains, industry problems, solutions, how you work, results, partnerships, and competitive advantage. Take staff members through every stage of the brand positioning. They should be able to think and act independently (and lead the business).
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