Brand Positioning Strategy – Have you created one?
A brand positioning strategy can mean the success of any product or service. Failure to take the time to create a brand positioning strategy can lead to disaster.
What is brand positioning strategy?
First of all, what is a brand?
Brand – The public perception of your offer, whether a product or service. It is not what you say it is. It is what the public perceives it to be based on any contact they have, be it print ad, website, or customer service encounter.
Brand Position – Consisting of several parts, this brings your product or service to life by defining its attributes. 1. Who is the target audience? 2. In what category does the offer compete? What market? 3. Why is this beneficial to own? 4. What gives the prospective customer a reason to believe that the brand will deliver on its promise of beneficial ownership?
What types of things should we consider in creating our brand? Take a look at the graphic below. All of these things apply to the brand’s position. Benefits and value – those things associated by customers as “reasons to own” are the absolute necessities. People could care less what it is you do or how you do it until they understand how it helps them.
A brand’s attributes are its features. They are facts: it comes in 35 colors, is made of super-polymer resins, operates at 3000 psi at 6 atmospheres – whatever.
Combining all of these things help create the personality, including the addition of things like personnel, logo colors, customer support, and so forth.
All of this goes into brand positioning strategy. And at its core should be a short, one, two, or three sentence statement of brand position.
It’s what causes people to purchase what you have to offer.