Clear brand positioning is an integral part of any successful marketing strategy. In simple terms, brand positioning can be defined as the process of positioning your brand in your customer’s mindset.
Brand positioning leaves a powerful and lasting impression on your clients if crafted professionally. The more people associate positivity with your brand, the more likely they are to buy from you rather than your competitors. There are plenty of tactics you can apply to improve your website positioning strategy. The most popular of them are the following:
These three are perfect for attracting random web users and transforming them into repeat customers. The key to attracting and retaining the right audience is to communicate your brand’s purpose and status as a whole.
Start from the Basics
Before you can craft a compelling brand positioning strategy, you need to determine what sets your business apart. Think about what makes your brand unique in the marketplace and how it differs from the competition. Long story short, pinpoint the sweet spot where you outshine the rest.
Determining Your Current Brand Position
Identifying your brand positioning is critical in that it helps define your brand’s value, uniqueness, and differentiation. Generally, these three are the primary reasons customers should come to you and pay for the services your company supplies. Determining your current brand positioning can be boiled down to the following two steps:
Performing a brand audit;
Talking to your customers.
Being open to their feedback is the most crucial part. Determine how they perceive your brand identity and who they think you are. Remember, the brand position is all about identifying the target market, analyzing the competitive landscape, identifying viable areas for differentiation, and creating a positioning statement that can be used in both: your internal and external communication.
Undertaking a Competitor Research
Research your competitors and figure out how your brand positioning compares to theirs. It’s essential that you spend time and effort developing a positioning strategy that differentiates you from the crowd. Are you efficiently capitalizing on your uniqueness? Think about what makes your business stand out and determine a way to build your branding around that remarkable trait.
Crafting an Effective Statement
A positioning statement is a clear and concise description of your target market. It depicts how you want that market to see and experience your brand as well as provides consistency for your marketing strategy. Ensure that all decisions regarding your brand support your positioning statement.
Putting Your Strategy to Work
Once you have a valid positioning strategy, it’s high time to implement it. Your team members should understand your position and express it in everything they do. To reach this goal, note all the ways you interact with your clients and make sure each of those touch points communicates the position you have selected.
Your strategy needs to be 100% consistent with messaging throughout your marketing and advertising channels. Use every opportunity to communicate your brand’s value to prospects — apply PR strategies, email communication, different sales programs, conferences and the line goes on.
Regularly review each of these touchpoints to get a better understanding of how well you are expressing your brand’s promise. With a well-designed brand positioning strategy that’s consistently communicated your clients will perceive your brand as a trusted option that delivers on its promises.