By Samuel Thimothy is a VP in OneIMS.com, an in-house marketing agency, and co-founder of Clickx.io, the digital marketing intelligence platform.
When it comes to building a strong brand, a tagline or tagline alone will not do the job. You have to think about how you will appear to customers and what will make you different from other companies that offer similar services or products.
That’s why it’s important to be strategic about niche and make sure your brand appeals to the right audience. But how exactly do you place a brand? Where do you start? Let me try to break it down for you.
What is brand positioning?
Brand positioning is the process of publicizing and establishing your brand as something worth considering. It’s not a question of what you do, but rather how you do it. This may sound a bit abstract, so let me put it into an example.
Take two hypothetical brands of sunglasses: Company A and Company B. Both companies provide goggles and offer different prescription lenses. However, brand A frames are made of steel, while brand B frames are made of titanium, which is very lightweight and flexible.
Titanium frames will return to their original shape even after being bent – which is more than just an interesting property. This is the rationale that explains why Brand B is the manufacturer of the safest and most durable bottles on the market. And that’s exactly what separates them from the rest.
Why is brand positioning important?
Every business has a brand, but is it by default or by design? You can either work proactively on your positioning or let others do it for you. After that, you have no control over the results. Defining a brand’s niche is important for several reasons.
• Allows you to distinguish your brand. The company’s brand is its identity. This is why knowing what makes your business unique is essential to getting the attention of those interested enough to take action. Brand positioning creates clarity around who you serve. It also explains to your target audience why you are the best company for them and what distinguishes your products or services.
• Helps you justify your pricing strategy. Brand positioning can be used to justify pricing strategy. In other words, when the price of the products is high due to the quality and exclusivity, and the positioning of the brand emphasizes these factors, the cost automatically becomes reasonable in the eyes of the customers. This also applies to affordable products.
• Makes your brand more creative. Although very few brands offer products and services that are very similar to the same market and target audience, they differ and are uniquely dependent on their brand positioning. This is why a good posture can make or break your brand. Creative and innovative strategy combined with solid execution will keep customers coming back for more!
Some tips on how to position your brand in the market:
• Be unique. The importance of being unique cannot be overstated. You can’t just try to follow someone else’s roadmap because it’s already built with their audience; If people want something similar to Apple, they go and buy Apple. So if a brand is just like its competitors, it will not stand out from its offerings.
• Be relevant. First and foremost, the brand must be attractive to customers. It doesn’t matter how credible a brand is or how unique it is; If it’s not relevant, you won’t even get to the thinking stage. Ensure that the features that set you apart from the competition are important to customers. Define what matters most to your customers and position your brand around it.
• Be consistent. You can change your situation but you must find a general direction for your brand. People won’t know what your brand stands for if you keep changing it. So make sure that everything you do will help build your brand over time. Think about what you want to be five or even 10 years from now.
• Have credibility. Some brands tend to exaggerate the truth, which doesn’t really help build trust between them and their audience. Make sure that everything you say about your company is believable and will connect with customers on an emotional level, otherwise they will not trust what you say. Everything has to fit in with what is important to your customer.
In general, it is not enough just to have a great product or service. You need an engaging customer experience across all of your channels to achieve this feature that you’re trying so hard to really shine and your customers get noticed. Positioning is more of a daily commitment than a one-time event. But despite all the difficulties and commitment behind it, the results are well worth it.