What Brand Positioning Can Do for Your Business
Are you always worried that a competitor will snatch your hard-earned customer?
If you’re struggling to clearly communicate what makes you different, this fear may be a gut feeling that you need a better brand positioning strategy.
In this post, I want to help you define your unique brand position and angle, so you can stand out to the right clients and attract those who are ideal for your business.
What is brand positioning?
Brand Position is the place our business occupies in the minds of customers. It’s the strategy we use to influence how our brand is perceived by our ideal clients. It sets us apart from the rest of the competitors in our market.
In our overly-saturated world, our brands must be known in our prospect’s mind by articulating WHAT we do, WHO we do it for, and HOW we do it differently. Brand Positioning is about creating a clear and simple message that cuts through the deafening noise so our audience can remember our competitive edge.
Need an example? Let’s take a look at three different makeup brands : Mac, Clinique and Estee Lauder.
Each brand holds a specific position in the customer’s mind:
Mac is known for makeup that is trendy, dramatic and intense.
Clinique, on the other hand, is fresh, simple and clean.
Estee Lauder is premium, luxe and mature.
Each brand has a specific targeted audience and a story attached to it.
We too must develop a brand focus so we can create the desired perception that holds a specific place in the mind of our own customer. Knowing what your brand edge is will help you build relationships with your audience, create buzz around your brand, and make you memorable.
So the question is…. What do you want to be known for?
Develop Your Brand Position
Identify the players in the market. Who are your main competitors, and what story are they telling?
Determine the gaps in the marketplace. What isn’t being done yet in your industry? Are customers searching for something that isn’t yet available? What do I focus on that other people don’t? What do you wish you could create for your clients that they need?
List out the strengths of your brand and focus on your primary differentiators. What do you naturally do well? What are you asked to do often? What is unique about your solution to your client’s problem versus your competition’s solution? What makes my way best for a specific person?
Define your target audience. What is the #1 problem you can help them solve? What type of client can you get the biggest results for? Equally important: Who is willing to pay for your services? What type of person can I REALLY HELP in a way other people can’t and why?
Now that you’ve answered these important questions, it’s time to check your website and social media to make sure your messaging communicates your point of difference clearly. Don't forget to start sharing with your audience what makes you different on a regular basis as well! Record an Instagram reel, write a blog post, put it in your elevator pitch — get that message out there! Remember, no one will know how you are different from the rest unless you communicate it often and everywhere.
Defining your brand position is a crucial step in developing a marketing strategy. By focusing on what you can uniquely offer your target market, you can draw in the client you are best fit to serve.
Let's keep doing the brand work!
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