Brand Positioning & Messaging
What are you doing to ensure that your business is future-proof?
You’ve got to make sure your brand “sticks”. This can be achieved by consistently providing added value to keep your customers coming back for more and more and positioning yourself as an industry authority.
These tactics will vary depending on the products or services you’re offering. Most industries are saturated with large and small business options, and large corporations can push smaller businesses out of the sector simply because they have more assets at their disposal.
That’s where Glenmont’s brand positioning strategies become an asset.
What exactly is brand positioning?
Brand positioning is putting your brand firmly in the mind of consumers. The process of actually doing so is referred to as a brand positioning strategy.
The goal is to make your brand memorable, not just by targeting a particular niche and dominating it, but by creating your own niche and making your product or service indispensable in the eyes of the consumer.
Desirability is powerful, so if your business is already highly sought-after, you need to make sure you’re taking advantage of the attention and effectively leveraging your assets to maximize results. If it’s not, you need to come up with an original strategy to retain your current customers, while also prospecting new ones to associate with your brand.
Some brand positioning strategies include pricing structures, business models, promotional campaigns, distribution methods, packaging design and analyzing your competition.
One point of note, if you have an established brand presence, positioning will continue to develop organically. You do need to ensure you are monitoring that narrative though so it stays positive and you’re positioned in the right light.
Strategic brand positioning allows you to be in the driver’s seat and be flexible with your business. When changes arise, you’ll be more prepared to adapt.
Brand positioning strategy stages
To help explain brand positioning more in depth, we’re going to break it down into a few actionable steps that should be taken into consideration before moving forward with a strategy.
Here are some key components of a brand positioning strategy:
Analyze your brand position in its current state
The first thing you should be doing is analyzing how your brand is currently favored. You should be looking at the type of audience you attract and also how you’re attracting them.
Learn about your competition
Next, analyze your competition so that you understand what you’re up against. Learn how they position their brand in the industry. See what’s working, and what isn’t.
Consider the position that you want to be in
You need to be forward-thinking when it comes to identifying the position that you want your business to be in. Don’t just let your business take on a mind of its own and start attracting the wrong audience. You need to actively work towards a goal in order to manage your business so that it appeals to a wider audience.
Creating a brand positioning statement
Brand positioning strategies need a strong defining statement. Think of one or two sentences or even a short phrase that will explain your brand, the value it offers and shows why someone should choose your brand over another.
Consider your target audience, ideal customers, the industry, and your message. With these key points in mind, you can craft a brand positioning statement that provides value to your business and conveys a clear message.
Examples of brand positioning statements
A brand positioning statement will be one of the most important components of your brand positioning strategy. Here are a few examples from well-known companies:
- “Where Dreams Come True” – Walt Disney World
- “Think Different” – Apple
- “The highest standards weren’t available, so we created them.” – Whole Foods
- “Your friend with a car.” – Lyft
- “Most hotels train their people with booklets. We take ours to the ballet.” – JW Marriott
These are powerful brand positioning statements that set the appropriate tone for these businesses and put their brand positioning strategy on the right track.
Final words
If you’re in need of help with brand positioning and would like a professional to guide you through the process, speak with an expert at Glenmont Consulting today.