To get your customers to think of your brand first when they are ready to buy, the difference may lie in how you position your brand for them. Let’s start by defining what brand positioning is, how to successfully position your brand, and provide you with an example of brand positioning.
Brand positioning – what is it?
Brand positioning is the process of putting your brand in the minds of your customers based on your brand purpose and the values that give you a competitive advantage.
What do you think of when you hear “search engine”? Does Google or Yahoo come to mind? These products are positioned to dominate the category. How about a company that provides “overnight shipping”? speed dating obwalden FedEx has the transportation category although other companies provide overnight shipping.
Well developed and implemented brand positioning provides sustainable competitive advantage, conveys value to customers, is a means to help manage brand consistency, and influences the bottom line.
How to create a killer brand
Your Brand Positioning Statement is a strategic document that will help set the direction of your innovation, marketing, marketing and sales strategies. Here are four steps to consider when creating your brand positioning.
- Evaluate the current situation: Evaluate your current brand position. He’s working? Are you reaching your target audience? Does it help achieve your business goals? If not, you may need to re-brand.
- Find your competitors: You can’t stand out from the crowd if you don’t know what the crowd is doing. Most importantly, you don’t want to have the same brand niche as your competitors. Perform a competitive analysis to assess your competitor’s brand positioning by looking at social media feeds, company websites, marketing and advertising materials, and customer service. Research your competitor’s mission, vision and value data, who they target, what their message is, their unique selling proposition, and their positioning strategies. winterthur flirten For more information on how to collect competitive research, see my article.
- Define your target audience: Understanding your target audience is crucial because this information will define every strategy you implement. Your goal is to define your target audience in a simple phrase: Our target market is (gender), age (age group), who live in (a place or type of place) and are interested in (activity). For more information on how to develop your target audience, see my article.
- Define your tradeoffs: Just like everyone is unique and different, so is your brand. Your job is to find those characteristics that will make your brand stand out from the competitive crowd. Make a list of all the things your competitors do well. Make a list of all the things you do well. Make a list of what your customers want. Now start comparing the most unique angles to your audience’s needs. Are there unmet needs? Is there anything you offer that your competitors cannot easily copy or reproduce? treff tg Check out my article on how to develop your own unique nuances.
- Craftsman brand positioning statement: here is a file Model To follow when crafting your brand positioning statement.
Brand positioning example
While competitors may have products or services similar to yours, defining your brand niche will provide this unique difference in how customers perceive you.
Let’s look at General Motors. They offer a variety of SUV’s to suit specific customer needs. Specifically Yukon and Chevy Tahoe SUVs. These two cars have the same engine but different upgrades.
Yukon SUV has positioned itself as the only luxury truck manufacturer, and sees itself as a premium brand across the truck and SUV lineup. US News ranks GMC’s Yukon as number two in the large SUV segment.
In contrast, the Chevrolet Tahoe has positioned itself as a family SUV with the versatility to tow a trailer, go off-road or take the family on a road trip. US News ranked the Chevrolet Tahoe number four in the large SUV category.
For reference, there were two #2 ratings by US News (both by General Motors) so technically, the Chevy Tahoe came in at #3. Needless to say, their branding appears to be working well.
The good news is that you don’t have to stand out in front of everyone, you just have to stand out in front of the people you serve. Do you know what position you want to occupy in the market? Start building your brand leadership today. I’ve got this!
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