Studies show that the average adult sees 625 ads an hour. That is approximately an ad every six seconds. With so much white noise in the marketplace, people fall asleep to brands that fail to position themselves. But, with strong brand positioning, you can strategically increase revenue by 10 – 20%.
Brand positioning is how your brand is perceived by potential customers. Positioning guides how your business interacts in the marketplace. It affects how you craft your brand and visual identity. Positioning is how you engage customers and show you’re the solution to what they want or need.
Know Who You Are Talking To
Starting a conversation with someone you don’t know is awkward. There are so many unknowns. But, find one point of connection and you may have just found a new best friend (or at least passed the time in whatever line you were standing in).
Knowing who you are talking to in your market is the key to brand positioning. The best way for your brand to start a conversation with new clients is by observing and listening to them.
You can observe and listen on social media through posts, comments, and community groups. It is the most obvious, but there are more opportunities open to you. Set up a Google alert. This service will notify you via email when a new result matching your search query comes up. You can use this to monitor keywords or phrases that relate to your industry or ideal client. You then can become a part of the conversation.
Polls can help you connect with and start conversations with your ideal client. Instagram has a poll feature that you can add to any post. Questions are powerful. Showing your potential clients that you value their opinions is powerful, use this feature to your advantage.
As you get conversations going and observe your audience, you will begin to understand their needs and wants. From this information, you can align your marketing to show how your brand meets their desires and expectations.
Understand What is Going On around you
To strategically position your brand in your target customer’s mind, you need to know what is happening in your industry.
To understand how to position your brand you can use one or more of these methods of position research
- Comparative positioning – comparative positioning involves comparing your products and services to other brands to understand your product’s unique value. This type of positioning helps you clearly articulate the advantages of your products or services to your audience.
- Differentiation positioning – differentiation positioning focuses on what distinguishes your brand from your competitors. Differentiating your products and services from those in your industry communicates clearly that you are a stand-out brand. It highlights the distance features of your services to align with the desires and needs of your market.
- Segmentation positioning – segmentation concentrates on developing messages specifically for each audience the brand serves. If your brand serves various audiences with varying needs and preferences, segmenting your position statement will work well.
As you understand your market you will begin to understand the unique value that your brand brings to your ideal client or clients. This knowledge will help you align your brand identity and visual system to communicate your unique value effectively.
Pinpoint What You Are Selling
For customers to pay attention to your brand and marketing efforts, they need to know what they are getting. And, they also need to know how it is “packaged”. Brand positioning helps you package your message to your ideal client.
Many fast-food restaurants sell chicken sandwiches, but only one is going to give me the customer service experience I am looking for. There are more than a dozen petrol stations I pass by each day, but I will pass them all to get to the one that gives me points for purchases.
These companies are positioned in my mind for what they sell and the “package” they come in.
As a brand, you are not just marketing your goods and services. Your customers engage with the value you communicate through your purpose and vision.
My favorite chicken place goes beyond selling chicken sandwiches. In every touch point, they communicate how they value their customers. They also show value in how they give back to their communities.
At the petrol station, they show their appreciation for customers by giving them points for every purchase. These values and actions draw me to use their products and support their business.
They are selling more than their product, they sell their values and experience. Through these messages, they connect to their ideal customer. These brands have become positioned in the minds of their consumers as more than just chicken and gas.
As you work through your positioning, lean into your brand values and the experience or vision that your brand is about. Create opportunities for customers to experience and support these values and visions so they see themselves as a part of your brand.
Strategically Increasing Awareness
Building awareness of your brand takes research and strategy. This process can seem overwhelming, but not engaging in crafting your positioning statement allows others to define your brand.
Begin your process by understanding your target market. Understand their needs and desires, then let them know how your brand aligns with their answer.
Understand your unique place in your market. Many brands are doing what you do, but no one will do it the way your brand does. Define that unique value for your audience.
Show them how they are a part of your brand’s values and vision. This will draw them to the heart of your brand, and build loyalty and trust.
As your brand communicates its position you connect with your audience and see your revenues grow.
Jami Thornsberry Designs helps you align your brand and visual identity so your brand reaches the heart of your ideal client. We craft these systems to help you grow and market your brand effectively. Contact me by clicking the button below.
