How to Create a Brand Positioning Strategy
Your brand is ostensibly what sets your business apart from the rest. How you identify yourself, develop products and services, and market your business to your audience is all your customer base has to go on, so your branding can easily make or break your success.
The idea of creating a brand positioning strategy is centered on how you can use your corporate identity, your strengths, and your strategies to best situate yourself in the marketplace. With the right approach to positioning, you can attract customers, drive sales, and gain market share in your industry.
Defining Brand Positioning
As the name implies, brand positioning refers to how you choose to present your business within your greater community or industry. This doesn’t just refer to things like your logo or color scheme; it goes far beyond this, instead taking into account everything from your target audience to the advantages of your products and services.
For many companies, this means approaching the idea of branding from two sides: opposing the competition already in the same space as well as targeting what customers want. The overlap in this Venn diagram of business is the perfect place to target, providing the largest opportunity for success.
Conceptualizing Your Brand
To best master a brand positioning strategy, you need to know what your brand is. Most members of company leadership have an overarching view of how they want their company to be viewed, but it’s hard to make sure a vision comes to life without a concrete idea of what needs to be communicated. When determining where to begin, keep these questions in mind while building the kind of persona you plan to show to consumers:
- Who is your target audience? Not all products are perfect for everyone and, as such, most companies have a target demographic in mind. Your branding should be tailored to speak to this market as effectively as possible, honing in on the most likely buyers and putting your focus there. For example, a company that sells upscale business clothing to young adults will likely have a different vibe than a company helping seniors plan for retirement. All of these brand vibes come through on the website you’ve created.
- What solutions do you offer? All companies exist to make money by providing a product or service that solves a problem for consumers. The solution you are providing to potential customers should be front and center in your brand positioning; after all, the purpose of your product is the primary motivation behind purchase.
- Who is your competition? Very few companies exist without competition, which means you need to find a way to stand out from the crowd. By honing in on what your competition offers and how they approach marketing, you can find a solution that highlights how you are unique and what you can offer that no one else can.
Once the dynamics of branding have been established, your marketing needs to surround the brand identity you have developed. Using the clear picture you have put together of the brand you want to show the world, you can create clear intention with every marketing campaign you put forward. Your content, your social media posts, your banner ads, and even your landing pages need to have an intention that aligns with your corporate goals and identity. All material should lead toward action, guiding readers, users, fans, and followers toward your sales funnel to help you achieve your objectives.
Creating a brand positioning strategy is an important part of making the most out of your advertising and marketing efforts. From ensuring you’re targeting the right audience to creating an action plan for your content, how you position your brand can make or break your identity. Want to be sure you get it right? Contact Search Advantage today to learn how we can hone your corporate brand for your digital marketing campaigns.