It is often difficult to brand and position a business and because there are so many different opinions about what it means. 

Your businesses brand encompasses everything from the font on your letterhead, to the colour scheme in your logo. It even includes a personality, identity and purpose. 

However, that is not all. Once you have an idea of who you want your brand to be, your brand positioning comes into play. 

Brand positioning is the process of defining your business to the public in order to make it more competitive. It’s an important aspect of creating a successful brand and should not be ignored. 

Although creating a brand positioning strategy can be difficult, these steps can help you to efficiently promote your business.

What is brand positioning?

Brand positioning is a crucial part of brand building and includes aspects of:

So, brand positioning begins with you identifying what your brand stands for. For example, whether it’s affordable high quality or family-friendly sustainability. 

Next comes finding ways to be able to communicate that message. This means finding your brand voice and tone (e.g. friendly or formal). Along with this is deciding which channels to use to reach people and get your message out there (brand awareness). Following this, you can create content that targets the right audience and stays consistent in the pursuit of your business goals.

Examples of brand positioning include Nike’s motivational identity and slogan of “Just Do It”. Another is Starbucks’ friendly and welcoming “A Cup of Coffee, A Smile.” 

By brand positioning your company in a specific way, you are more likely to increase brand awareness and sales. This is because it gives consumers something to identify with while also standing out from the competition. The goal is to make your company recognisable in the eyes of your audience while standing out from competitors.

Here are some tips for developing strong brand positioning: 

Know your audience

It may seem obvious but knowing who will buy from you is the first important step to brand positioning. This is because without understanding your audience, you cannot successfully position your brand. 

Once you know who your brand appeals to and how this affects your brand positioning, the next step is to create content that appeals to them! 

But, if you are yet to identify your target audience, you can learn how to do that in 3 simple steps here.

Create content that appeals to your target audience

To create content that appeals to your target audience, it’s important to know what they want. This means you need to find out the type of content that resonates with people who are likely to buy from you.

One way of doing this is looking at your competitors online content and seeing which generates the highest engagement.

Another technique to seek inspiration is brainstorming either by yourself or with a group of peers. 

A third way to generate ideas for content is by reading articles about trends among your target audience and creating content based on that.

Know how your brand voice relates to its positioning

A brand’s brand voice influences how it is positioned among its target audience and brand positioning. 

Brand voice is the tone your business uses when communicating its values and mission to your potential customers. In order for a brand to be successful at positioning itself as a strong competitor in the market, you must be able to communicate with clarity what sets you apart from others. 

That means your brand voice should match the position you want to take on because this will give consumers a clear idea of what they’re getting. For example, if your brand position is to be formal or modern, then you should try making that more apparent in your brand voice. Customers can spot changes in brand positioning despite what the brand’s brand voice may be saying.

Evaluate your brand’s effectiveness

To do this, make sure you use your brand positioning strategy every time you communicate with customers.

It’s important to assess the effectiveness of your brand effectiveness on a regular basis. To do this, you must first keep track of the metrics for brand awareness and brand engagement. This will vary from platform to platform. 

You can also measure brand awareness and brand engagement with a survey. The survey should include a question about how recognisable the brand is as well as a question on brand engagement on a scale of 1-10. 

Complete this every six months or every year depending on how often your strategy changes.

Change and refine what doesn’t work

If once you’ve conducted an evaluation, you find that your brand positioning strategy isn’t working, you can try changing it. How you change your brand positioning strategy depends on the brand position you want to take. You could also consider using customer feedback to see what type of content they prefer. 

Failing to refine your brand is setting yourself up to fail. Since brand positioning is very important in brand perception, it affects how well the brand is seen. Remember, your brand doesn’t have to be static, keep refining it until you find what works.

Conclusion

Brand positioning is an important part of brand strategy. It ensures that you know what your brand stands for and how it relates to customers. This can help drive sales by making the brand more competitive in the market. If things don’t work as expected, change or refine them until they do! 

These steps will help guide you so that you have a successful business venture from start to finish. 

But, if you need a hand, let us know! Our team would love nothing more than to help develop a stellar brand positioning strategy tailored just for your needs. Send us a message here.