Your branding and positioning might look good but will it taste good for the customer.
Good branding and positioning can create both loyal customers and employees.
The easiest way to explain branding and positioning is that it is actually about your business’s core identity. Branding and positioning are not all about logos, colours or slogans. Yes, they are a part of branding, but branding is a lot more than that. A brand, whether good or bad, lives and evolves in the minds and hearts of potential customers and employees.
Branding is about what your business represents, what it is all about, its real purpose. Once you know this, and you have a strong vision, the logos, colours and slogans all fall into place. But you need to be sure you don’t ‘put the cart before the horse’.
Your positioning is how you measure up in the marketplace. How your ideal customers describe you and how you compare against your competition. Positioning is concerned with your location and ease of access and the relationship to other things customers look for on their buying journey.
Branding and positioning are extremely powerful. When used correctly, they can magically attract your ideal customers and ideal employees and volunteers 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 lack of opportunity.
In many cases product branding and positioning just doesn’t answer essential 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 positioning.
Once you’ve taken action on branding and positioning, you’ll have a compelling marketing message that will help you attract the customers, employees and volunteers you want and need. And of course, good branding and positioning can also attract the sort of partnerships you want and need.
“The experience a customer has with your people is one of the most important contributors to customer loyalty and longevity and should be reflected in your branding”. Peter Sergeant
The first thing to do is to write down everything your business represents to you. What you do, why this is important to each of your stakeholders, what your vision and objectives are, what you feel your strengths in the marketplace actually are.
Next, try and write down what you want each of your stakeholders to think of when they think of you and your business. Avoid the ‘mothering statements’ that is what everyone else does, so be as detailed and as factual as you can be.
It is also a good idea to engage a branding and positioning specialist to give you objectivity and perspective. Bad outcomes tend to arrive when you lean on your own understanding.
When developing your branding and positioning, look to create something that will stand out in the marketplace and position your business as an irreplaceable life-long partner to customers.
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In my early business career, I was fortunate to be involved with some very large corporations including the Ford Motor Co. This is where I learned about the real value of branding and positioning, and how important it is to get it right the first time.
Whenever I have to create new branding and positioning for a company I always go to a branding and positioning specialist. Sure it costs money. However, I see it as an investment as it has such an impact on all other marketing activities. If you get it wrong you could struggle for years without knowing the real problem.
In addition to the external benefits, building a strong brand offers internal benefits. It’s no secret that it’s easier to sell a brand that you believe in yourself and if you don’t believe in it how can you expect others to.