It’s important to carve out your distinct space in the market, and in the consumer’s mind. This is done by figuring out how your brand needs to be perceived in relation to its competitors. Great brand positioning establishes differentiation, communicates value, and helps to forge emotional connections. This ensures that your brand resonates with a well-defined target audience.
Creating a compelling brand requires understanding what consumers desire, recognising your company’s strengths and capabilities, and having a clear view of the competitive landscape. The product itself, its name, visual identity (such as; logo design, packaging design, and website design), communication strategy, and pricing – all need to work together contributing to a cohesive offering.
Giving people what they want and setting yourself apart from the competition directly impacts your bottom line. Good positioning not only allows you to command premium pricing and fend off any competition, it also helps you to carve out a clear niche in the market. It’s not just about being known; it’s also about being known for something specific, something desirable and something unique.
I will help you to understand the wants and needs of your consumer, your company’s capabilities, as well as how your competitors are positioning their brands.
For the nest step, I will help you create a positioning statement that will resonate with your consumers and also differentiate you from your competitors.
Once we have defined who you are – this will be reflected in everything that you do. This includes your brand personality, tone of voice, brand identity design, product pricing, service offering, marketing communications, and advertising.
Choosing a positioning statement that is based on how you want to be seen, instead of researching what your audience want to see, is the quickest way to create a brand that doesn’t resonate with its audience.
Neglecting to actually follow through with your strategic positioning in everything you do, such as; every brand touchpoint, and every piece of content, will inevitably lead to an incohesive brand.
