In the June Issue:
To many of you, the term brand positioning might seem like nothing more than marketing jargon. But the truth is, understanding brand positioning can help you to drive massive growth for your business, because it allows you to have a firm grasp on how you can differentiate your brand from the competition, while gaining the trust and loyalty of consumers.
What Is Brand Positioning?
The term brand positioning refers to the process of establishing a distinct image and identity for your brand in the minds of consumers. More specifically, it refers to how you’re positioning your brand in relation to your competitors, hence the term brand positioning. It involves many different aspects, such as defining your brand values, understanding your brand voice, identifying your target market, analyzing your competition, identifying your brand’s unique selling proposition, and creating effective messaging that communicates these attributes in a way that will resonate with your target audience. Effective brand positioning is incredibly important because it allows you to establish the identity of your brand, and create a strong emotional connection with consumers, which can lead to increased familiarity, loyalty, and trust in your brand, along with higher sales, and profitability.
Keep reading to find out more about how you can use brand positioning to grow your business.
Differentiation
Brand positioning can be used to help brands differentiate themselves from their competitors in a variety of different ways. This includes things like:
- Targeting audiences that have been neglected by competitors
- Emphasizing the unique features and benefits of your products or services
- Focusing on brand values and traits that set you apart from the competition
- Showing potential customers that you’re more well-equipped to solve their problems
- Creating a distinctive visual identity, including a recognizable and memorable logo and website
In the end, differentiating your brand is all about the way you position it in relation to your competitors, and if you do this properly, you can see significant growth in your brand, as competitors’ customers decide to do business with you instead.
Trust
From my perspective, the most vital element of brand positioning is trust, as this is becoming increasingly important to consumers today. Without that trust, it’s going to be tough to grow your business, and it’s unlikely you’ll be able to take any business away from the competition.
With that in mind, here are some ways to gain the trust of consumers by using brand positioning:
- Make sure your website is free of any grammatical errors, communicates things clearly, loads quickly, looks great, speaks to your target audience, and is easy to navigate.
- Ensure everything you do, whether it’s on your website, social media, or in person, is in alignment with your brand.
- Confirm that your branding is consistent across all your marketing channels and materials.
Some of this stuff might not seem too significant, but truth be told, subtle things like inconsistent branding, a slow website, or messaging that doesn’t make sense, can send a subconscious message to potential customers that you’re not reliable, aren’t able to solve their problems, or don’t understand their needs.
This aspect of brand positioning goes hand in hand with the growth of your business, as it’s going to be very difficult to create that growth without first having gained the trust of consumers.
That being said, one of the best ways to drive massive growth for your business is to fine-tune your brand positioning, particularly when it comes to how you’re differentiating your brand, and how you’re gaining the trust and loyalty of consumers.
Meet Susan Friesen - Founder of eVision Media
Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media. With over 20 years of experience in the industry, she is an expert in helping businesses to establish their online presence and create a strong brand identity.
Her passion for empowering female entrepreneurs, to succeed in the digital world, has earned her a reputation as a leading authority in the marketing industry.
Find Susan HERE!
