Brand positioning is a delicate topic, done right could mean exponential growth,
So how do you position your brand?
Put simply, brand positioning is the process of positioning your brand in the mind of your customers. The goal is to create a unique impression in the customer’s mind so that the customer can associate your brand with something specific and desirable is distinct from rest of the marketplace.
Positioning is not only trying to be different, differently, is good of course but being different doesn’t always mean desirable or useful at that moment to your customer,
The best way of brand positioning is about finding a sweet spot in your ideal customer’s mind. Understanding their pain, fear, hope and desire, using your imagination and empathy toward customer positioning your brand can go a long way.
Trying to be everything to everyone means you’ll be nothing to no one.
You need to know what sets you apart from others in your niche. You have to be able to talk to your potential clients and readers about what you have an offer that they can’t get anywhere else.
You can take 4 simple steps to position your brand
- Who are you: Who are you what is your background, what are you trying to do? Even if you feel that your product could be helpful for everyone, you can’t market effectively to everyone. People buy from you because of how your work makes them feel about themselves. So to do a good job telling your story, you need to know who you’re telling it to. Common practice is to narrow down to one particular person who is your ideal customer and speak directly to that person in all of your marketing efforts.
- Know your customer: Research your customer their attitude hope and dream, fear, pain point.
- Identify your direct competitors: Understand how each competitor is positioning their brand. Compare your positioning to your competitors to identify your uniqueness.
- Brand Promise: Your Unique Selling Proposition (or USP), is what makes you different from every other company out there. Why should anybody buy your product? What sets you apart from everyone else in the world?
After thoughtfully answering these four questions, you can craft your positioning statement:
For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].
You should be able to immediately tell someone what makes you different from even your closest competitors.