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Brand Positioning.
How does your brand compare to others? & How does your brand stay top of mind?
A Short Thread
How does your brand compare to others? & How does your brand stay top of mind?
A Short Thread
Brand positioning is a strategic tool that marketers use to segment a specific space in the market for a brand, that communicates the brands value in relation to other offerings in the market.
Brand positioning is about how the brand is perceived by:
Customers
Competitors
The overall market place
Which helps a brand communicate it’s value, validate it’s pricing, & support other marketing mix decisions
Customers
Competitors
The overall market place
Which helps a brand communicate it’s value, validate it’s pricing, & support other marketing mix decisions
Brand positioning:
•Differentiates your offering
•Communicates your brands unique value
•Attracts and retains customers
•Helps in building brand loyalty
•Helps you compete on more than price
•Differentiates your offering
•Communicates your brands unique value
•Attracts and retains customers
•Helps in building brand loyalty
•Helps you compete on more than price
Brand positioning is a continuous process. You have to consistently fight for the space you occupy by producing an offering that’s consistently relevant to your stakeholders.
In Brand Positioning your need to focus on the following;
1. Your Audience
2. Your offering Attributes
3. Competitive Analysis and research
4. Brand identity
1. Your Audience
2. Your offering Attributes
3. Competitive Analysis and research
4. Brand identity
Audience:
Ask yourself: What are the unique characteristics of my audience? What are their pain points? How does your audience listen, speak and understand?
Understanding your audience helps you communicate your offering in a way that your audience can understand & act on
Ask yourself: What are the unique characteristics of my audience? What are their pain points? How does your audience listen, speak and understand?
Understanding your audience helps you communicate your offering in a way that your audience can understand & act on
Offering Attributes :
Ask yourself: What are the unique characteristics of your offering? What makes our offering different to what already exists in the market?
Ask yourself: What are the unique characteristics of your offering? What makes our offering different to what already exists in the market?
Competitive Analysis & Research?
Research the market that your offering exists in. How are competitors positioning themselves? What are the market trend, opportunities, and threats?
Research the market that your offering exists in. How are competitors positioning themselves? What are the market trend, opportunities, and threats?
Brand Identity:
What is does your brand look like? How do we identify your brand? What is the look and feel? How do you communicate that?
What is does your brand look like? How do we identify your brand? What is the look and feel? How do you communicate that?
Remember,
Its very important to develop a distinct, value based position.
This is your ability to communicate your brand value regardless the offerings monetary value
Its very important to develop a distinct, value based position.
This is your ability to communicate your brand value regardless the offerings monetary value
Craft a brand positioning statement that clearly and simply communicates your unique value & mission in a way that stands out from competitors. Have a strategy in place that is driven my your brand positioning statement.
