How do you see your brand’s reputation in the midst of your competitors in the market? Brand positioning, in its simplest terms, is the last stop of your brand’s journey. The Cult Branding Company also defines it as “positioning your brand in the mind of your customers.” It is also known as positioning strategy, brand strategy, or a brand positioning statement.
In small business marketing, or in marketing in general, brands with strong positions in the markets have a distinctive, trustworthy, and sustainable position to the consumer.
What are the rules of positioning?
To be on the right path with your brand position, here are a few rules to remember:
Relevance – The brand position must focus on the product or service with characteristics and benefits that the consumer will be drawn to.
Clarity – The positioning must be easy to understand and to communicate.
Distinctiveness – What makes you unique in your market? Be the distinct voice among your competitors.
Coherence – The brand positioning statement must reflect all other marketing and communication strategies.
Commitment – Once a position has been adopted, the company must commit to it and see it through regardless of the changes in market forces and the emergence of new generations (and generation gaps).
Patience – Brand positioning is not accomplished overnight; some companies take years to position their brands. Patience will always be a virtue in this instance.
Courage – It takes will and boldness to create and implement a positioning strategy. A company must stand its ground during the implementation phase of the campaign and be ready to defend the position to board members, stockholders, investors, and clients.
What is the brand positioning strategy process?
The Cult Branding Company recommends seven steps to position your product in the market:
- Identify your current brand position.
- Know your direct competitors.
- Determine how each competitor positions itself?
- Identify your uniqueness by comparing your brand position to others.
- Cultivate a distinct and value-based positioning knowledge.
- Make a brand positioning statement. Read on below for a few tips on how to create one.
- Is it resonating well? Check the effectiveness of your brand positioning statement by using quantitative testing and qualitative research.
What is a brand positioning statement?
This is a short statement that clearly defines your unique value to your customers and business prospects. To create a brand positioning statement, it is best to identify your target customer, your place in the market, the benefit of your brand, and a game plan to deliver this promise. According to marketing expert and Entrepreneur Magazine contributor Jim Joseph, brand positioning is “the first thing you want your customer to think about when they hear your brand name.” He also stresses how vital it is that your brand forms an emotional bond with your customers rather than just giving them facts or information.
Let the Brand Soar
Brand positioning is as integral to your company as it is to your customers. Start with your business, and then cascade your brand positioning and philosophy down to your employees. Every one of your employees must be the epitome of the brand position, especially those who are dealing directly with customers.
Once you’ve fully established the brand position, make it visible to all. Put it up on the whiteboard or print it out and such. Make it a major theme of your corporate website and social media presence. Always take a look at your brand position and ask yourself: is everything in line with it? Make everything that your brand touches a statement of the desired position, create an emotional connection, and watch your brand soar with customers.
