A favourite analogy of mine is equating brand positioning to finding the perfect spot on a crowded beach.  And the perfect spot to find is to be in the thick of the action but not swamped in the noise. Isn’t that right? It goes without saying regardless of what the product/service is, or what brand, creating a unique space in your target audience’s mind is crucial for standing out.

I think we can all agree that brand positioning is about being different. But there is more to it.  More specifically, it’s about being distinctly different in a way that’s valuable to your target audience.

There are 2 distinctive brands that exemplify this eloquently. 1)  Apple isn’t just another tech company; it has positioned itself as an innovator, a lifestyle brand signifying creativity, simplicity, and sophistication. Yes, Apple has Steve Jobbs to thank for that…initially that is. But I think we can all agree that Apple’s brand positioning has transcended even Steve Jobbs.   And 2) Tesla has marked its unique position as a pioneer in sustainable luxury vehicles, beautifully marrying environmental consciousness with luxury and performance. Again Elan Musk has had a lot to assist in bolstering that brand position, but the Telsa resonates because it has intrinsic value to consumers.

Developing a positioning for your brand is fundamental.

How to go about doing that is not that difficult…you just need to find the perfect spot in the market place and stake your  claim. Here’s a few questions that need to be addressed in order to position your brand.

Know Your Audience: Sounds simple, right? But it’s more than demographics. It’s about understand their needs, desires, and pain points. What are they seeking that they can’t find? And how can you fill that void?

Determine Unique Value Promise: What sets your brand apart? What unique offering can you provide in a way that resonates with your audience at their core? And make sure that your brand can do so, consistently.

Know Your Competitors: What other brands are out there, in the crowded market that can be perceived to be the same as your brand? And if that’s the perception why is that? And why isn’t that the case?

Once you’ve addressed the questions in the 3 steps above, you’re ready to take pen to paper and articulate your Positioning Statement: Utilizing the information you’ve collected, start crafting a succinct statement conveying your brand’s unique value, its target audience, and how it differs from your competitors.

Once your positioning is defined you need to put it out there… it needs to get exposure and it needs to be consistent across all touchpoints, from your website and social media to your customer service and product packaging.

Positioning a Brand Takes Consistent Effort.

Brand positioning is not a one-off event, but rather a continuous process. It requires routine review and tweaking.  As your audience and the market evolves so does the need for your brand to evolve too.

Ready to carve a unique spot for your brand in a crowded market? Contact us!