When developing your brand strategy, there is a lot of up front work to build the foundation for your brand.
You must first define your brand purpose, vision, mission, and values.
Next you must locate your target audience, and learn how to speak to them through your voice and brand messaging.
Then you need to find your competition, complete competitor audits, and use that research to differentiate your brand so it stands out as unique in the marketplace.
Once all the groundwork is complete, you will then use all this valuable information to position your brand.
Now you may be thinking…Is it really THAT important to “position” my brand?
Wouldn’t it be easier to just sponsor some facebook ads and wait for my audience to find me?
Well, you could, but you would be wasting a lot of time and a lot of money promoting your brand to random people, who may or may not be interested in what you are selling.
What if I told you that you could literally place your brand directly in front of your highly targeted ideal customer, who wants your product or service, needs it right now, perceives it as the best option, and finds your offer irresistible?
Wouldn’t that be worth all the up front work?
Well, that is exactly what brand positioning can do for your business.
To help you better understand the power of brand positioning, here are 6 top benefits of effectively positioning your brand:
Benefit Number 1: Generate Positive Associations
When your brand is effectively positioned, your audience will perceive it as the best choice, trustworthy, and superior to the competition.
These positive perceptions will lead to increased loyalty and increased brand equity.
Benefit Number 2: Showcase Uniqueness
Differentiating your brand from the competition will highlight the uniqueness of your products or services.
This positioning will demonstrate how your products or services satisfy the needs of the consumer in a better way than the competition.
Benefit Number 3: Increase Awareness
Effectively positioning your brand will make it more memorable to the consumer.
They will begin to recognize it as the best, most logical, and preferred choice.
Benefit Number 4: Built Trust
When you clearly define how your brand is positioned, you take the guesswork out of the consumer buying decision.
If your product provides the solution they are searching for, they will trust your brand and most likely make future purchases.
Benefit Number 5: Demonstrate Value
Strong positioning establishes your brand as the preferred option.
When the consumer perceives your brand as valuable, you are able to effectively charge a premium price.
Benefit Number 6: Enhances Messaging
With a powerful and meaningful positioning statement, you will learn what messages engage with your consumers the best.
You can then build off of that foundation to create more compelling marketing campaigns.
So as you can see, there is no doubt that proper brand positioning will determine the success or failure of your organization.
All that up-front work of defining your brand purpose, vision, mission, values, targeting your audience, auditing the competition, and crafting your brand messaging are useless, unless you take this valuable information and position your brand as the best option to the consumer.