Yes, this is another great opportunity to grow your business. But what is it? Brand positioning aim to convince consumers of your products advantages against competition. And usually requires the specification of a set of attributes and benefits and a “mantra” (the essence or promise of the brand).
As Nanette Newbry states on one of her posts at Comet Creative Blog: “Brand positioning is about standing out from the noise. A solid brand positioning will help you make a lasting impression on your clients, provide memorable customer interactions and drive product/service value.”. However it is important to emphasize that brand positioning is a process, not a one time marketing action.
The image of your brand will be formed in the mind of your reader from the message you convey. Whether it is through your content, personal image or even the visual elements, such as logo, colors and your design style guide. Aesthetic issues must be in line with the way your brand will position itself in the market.
To set up your attributes you may start by asking yourself “What makes me the ‘only’?”. Then, to set the “mantra” you could follow Christopher Smith’s tip. “Purpose emanates from the identity of the company and gives rise to a mission. It is the organization’s why, its reason to exist. For consumers, it is not enough to just state a purpose. To convince, you must move from aesthetics to ethics and develop a purpose that connects with consumer values empirically, not just verbally.”.
If your brand is not present on the internet, hurry up! People have to find you online. Blog, social networks and all other online channels should be strategically linked to brand identity. Digital marketing today is mandatory for your company to compete with other competitors. But also plays the role of generating return on investment when aligning the planned branding strategy. That’s why you need to analyze whether your social networks are working and if the content is tied to your sales and proposals. Make sure you create a pattern to every communication channel you have with customers.
So, to reach the perfect brand positioning on people’s minds you need to:
-Discover your unique quality;
– Get to know how you would like people to recognize you;
– Define the niche you want to dominate;
– How could you help people;
– Which benefits will people get from your content.
The more you focus and work on strategies to make it happen, the bigger the chances of making it real. A brand with well-defined positioning makes people want to come back, keep up with the news and even contribute in some way. So show the world what your real value is!