If there is one rule to keep in mind while you are developing your marketing strategy it should be that you can’t be everything to everyone. If you try to attract too large of a target audience, you will waste a lot of time and money on people that aren’t really interested in what you have to say. Instead, you need to spend some time developing your brand positioning. In other words, you need to figure out what makes your company better than your competitors and what market niche you fill.
How to Develop Your Brand Positioning
Before you can continue on with your marketing strategy, you need to work on your brand positioning. Your positioning statement is for your staff only (brand messaging, on the other hand, is what you use on your marketing materials), and it needs to be precise. So without further ado, here are a few tips to help you clearly define your brand positioning.
- The main objective of brand positioning is to determine what you have to offer that nobody else does. Thoroughly research your competitors so you can definitively announce what makes you unique.
- The ideal formula for an effective positioning statement is: Target Audience + Category Reference + Key Customer Benefit (this is your competitive differentiator) + Reasons to Believe = Positioning Statement
- Take a look at your immediate, mid-term, and long-term goals to ensure that they align with your positioning statement.
- Figure out what connects you to your customers. What need of theirs do you fill?
- Engage in conversations with your employees, customers, and prospects to make sure you have a comprehensive understanding of your brand.
- Remember, your brand positioning statement is for internal use only. We will develop key messaging statements and conversation points based on your brand positioning that are for your audience to know, love, and resonate with.
Why Brand Positioning is Important
Brand positioning—or clearly defining your niche and competitive edge—will help your company grow in a variety of ways:
- You can establish yourself as the expert in your field.
- People will trust you as the go-to source whenever questions about your industry arise.
- You will be able to build long-term relationships with your customers. When people understand that they can’t get your offerings anywhere else, you will have a customer for life.
When you can clearly define your brand positioning, you have the upper hand. Not only will you be able to focus your marketing strategy appropriately, you will also become well known in your industry for what makes you unique. With your brand positioning in play, there is nothing that can stand in your way.
Do you need help positioning your brand? At Rebel, are able to quickly break through the clutter to get to the pulse of your brand. Contact us today to ensure your brand positioning is in place before you waste one more dollar on ineffective marketing.