Brand Positioning: Stop Pushing and Start Pulling
Brand positioning is the space a company owns in the mind of a customer and how it separates itself from its competitors and a key component of a larger brand strategy that helps companies differentiate. No matter what the industry, brand positioning helps customers recognise and connect with a brand. Without brand positioning, it won’t be easy to thrive in a marketplace.
Why is Brand Positioning Important?
In todays world, and even more so online, it is difficult to stand out from the crowd. Have you ever run a social media or a Google Ads campaign, that gave you little to no qualified leads? This could be because you are not getting the attention of the right people. Aside from making you instantly recognisable to you customer, brand positioning is important in the following ways:
- Market differentiation: Being unique on the market is a major advantage in any industry. You will be instantly appealing to your audience and their specific pain points, and this will bring their attention to you.
- Simplifying purchase decisions: Defining what you do, you are able to make it clear to your customer, minimising the number of queries, shortening the purchase process, and removing any guesswork on your customers part.
- Value Confirmation: By establishing a high value product targeted to your niche, you won’t have to get caught up in a price war with competitors offering the exact same thing as you.
- Messaging System: Having a well-defined brand position statement, you will have what you need to create a compelling story for any brand communications.
The Brand Positioning Statement
Your brands positioning starts with your positioning statement. Its a description of your target market that also includes how you would like your brand to be perceived by customers. It’s the who, when, why and how of your brand’s identity.
Creating a Strong Brand Positioning
To create strong brand positioning, you’ll need research, customer data, authenticity, and flexibility.
Here are some tools and tactics we use to create a strong brand positioning:
- Stakeholder Interviews: Interviewing internal and external stakeholders can bring a lot of insight about your brand. They can help you see how your brand is actually perceived and perhaps identify some of the paint points that your customer my be dealing with.
- Competitive Analysis: Understanding your competition can help you to learn about what makes them successful, but it can also help you to identify how you can differentiate from them.
- Define Brand Attributes: Understanding the attributes of your brand, how you are perceived and how you perceive your customer can help you move in a direction to how you want to be perceived.
- Client Personas: Creating personas of your ideal clients can help you to picture who you are marketing too, what are their needs and what keeps them up at night. This can help you to communicate in a way that resonates with them on a personal level.
- Goal Identification: Knowing what your brand goals are can act like a beacon of light for the direction to where you want to go.
- Customer Journeys: This is a process where you identify the journey of how your customers will interact with your brand. This can help you identify the tools you will need to communicate to them more efficiently.
Understanding your customer’s journey and how they interact with your brand can help you find the best way to accommodate for them.
On a Final Note
When communicating, it is important to always be relatable and trustworthy. Develop a brand story that incorporates it’s deepest held values so that you can show your authenticity. Also, it is important to understand, that once you create your brand positioning, it doesn’t mean that it can’t be changed. If you identify feedback from your customer that was not intended, or the messaging is no longer relevant, don’t be afraid to change your messaging.