Many people are more concerned about the brand of their car than their business?
Branding and positioning are extremely powerful and not to be ignored.
Used correctly, you will magically attract your ideal customers to your business Used incorrectly, and that same power can destroy your business.
Of all the different marketing tools out there, the most ill-defined and the most misunderstood, are branding and positioning. Because they’re misunderstood, they aren’t used correctly, leading to all sorts of problems and opportunity is denied.
In many cases, product branding and positioning just don’t answer critical questions. What does your product do, who should buy your product, and why should they choose your product over the competition? They also fail to communicate anything meaningful or relevant to the product itself.
Perhaps it’s time to take a closer look at your products and services messages. Evaluate your current language and see if your business has fallen victim to poor product branding and positioning. Once you’ve taken action on branding and positioning, you’ll have a compelling marketing message that will help you attract the customers you need.
The simplest and easiest way to explain branding is that it is actually about your business’s core identity. Branding is not all about logos, colours or slogans. Yes, that’s a part of branding, but branding is a lot more than that.
Branding is concerned with what your business represents. What your business is all about and its real purpose. Once you know this, and you have a strong core identity, the logos and colours and slogans all fall into place. But you need to have that core identity first.
Your positioning is how you fit in the marketplace. How your ideal customers describe you and how you compare against your competition. This could cover anything from where your business is actually located, how easy it is for customers to access, to include such things as where your products and service fit in relation to competitors in quality, price and ease of operation.
“Reducing effort is a key component of the customer experience and should be considered in your branding and positioning strategies”. Peter Sergeant
Your purpose, vision and objectives should be carefully examined in order to produce your unique branding and positioning. Who you are and your values should be at the core of any decisions you make. Branding and positioning then become stronger than any other activities you undertake and enhance your business’s chances of success.
Good branding and positioning bring an extraordinary force for you and your team to approach the marketplace. If you have you ever found yourself wondering about your branding and positioning you might consider some of the following:?
- What makes your business and its products and services different?
- Is all your marketing materials giving out the same messages?
- Are you confused about how you should present your products and services?
- What do you actually do for your customers?
- Are your branding and positioning still relevant to your target market segments?
- Do you know what your real strengths are?
Branding and positioning are all about helping you to make the right marketing decisions at the right time. It means standing out from the crowd and differentiating yourself from your competition. The effective branding and positioning mean you should be asking yourself if your products and your services can be used in ways that your competitors can’t.
Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become loyal customers and advocates. Cultivating brand loyalty among customers and supporters is the ultimate reward for successful branding and positioning.
[read more=”Personal Experience” less=”Personal Experience”]
Your customers today can interact with your organisation in many ways, across multiple social media channels, the media and platforms making your branding and positioning more important than ever.
I find it astonishing that a business does not know how it’s customers feel about it and so their branding and position is dysfunctional, to say the least.