A skilled and experienced marketer can develop a brand positioning strategy. However the challenge is to make it have an impact on business results and strike a positive cord with the target audience.
As a brand, you need more than a well crafted statement. In order to start off with great brand positioning, you need research, customer data, and authenticity.
Here are three tips to get started:
Do the research: Analyse your competitors to establish a baseline on what their brand position is and how you can improve on that. Being aware of the competing environment means you can position yourself to stand out and catch your audience’s attention.
Authentic: Brand positioning dictates what people think of when they see your company. Ensure your brand values align with the projected image to avoid dissonance. Showcase your mission as a company and incorporate your own vision so that your brand can be relatable and credible.
Be flexible: While you start off with particular brand position, it doesn’t mean you can’t adjust it. If you identify shortcomings in your statement or discover better opportunities, don’t shy away from adapting your message.
How to Improve Brand Positioning
Brand positioning is meant to be dynamic and fluid, especially in today’s world that is changing at a rapid pace. While you don’t need to jump from one extreme to another, you should consider revisiting your positioning every 6 months to see how you can improve on it.
Here are some methods that can help you get an understanding how to adjust your brand positioning:
Listen to your customers: Don’t create your brand positioning strategy in isolation. If you want to resonate with your target audience, make sure you know what the audience expects and looks for. Collect feedback with focus groups, surveys, or simply engage with customers online of offline at events. Use those insights to improve your message.
Refocus your statement: Sometimes trying too many things at once is detrimental. If you feel like your position covers too many angles and struggles to create a distinct image, consider going back to basics. Find one or two aspects your brand excels at and build your statement around that.
Test your statement: If you’re a small company starting out, you may not have a large following to test your brand positioning. In order to test in front of a bigger audience, run some paid ads to A/B test a generic statement against your brand positioning statement to see how people react.