Tagline vs. Positioning Statement

When you think “tagline” what comes to mind? What about when you hear “positioning statement”? Do you know the difference between the two? If you don’t quite know what the difference between a tagline and positioning statement is, don’t worry; you’re not alone. Many people tend to get the two confused all the time. Today, we will clear up some of the difference between the two and their soul purpose. Follow along to get a better understanding.

Taglines:

Chances are that when you think “positioning statement” you may actually be thinking about the tagline. A tagline is made to express the value of a product or service to help improve the appearance and position of a brand. Its duty is to help portray what the company does and who they are.

When creating a tagline, you want to make sure that you can answer the following questions:

  • What do we do for our customers?
  • How do we better our customers’ lives?
  • What is our unique selling proposition?

Once you are able to answer these questions, it’s time to put it all together into a clever statement. A tagline should be clever and witty, so don’t be afraid to use a play on words. It should definitely convey your company’s personality, as well. How else will you make your business memorable?

Positioning Statement:

A positioning statement is much more complicated than a tagline. It requires more information in just as a memorable way as a tagline. The components of such statement are:

  • Target audience
  • The solutions it offers
  • Comparison to competitors
  • Unique selling proposition (USP)

Here is a template to help get you started:

“[Brand’s name] is for [target audience] looking to [explain the services] unlike others [related industry]. [Explain why your business is unique in, at least, 3 points].”

Are you having trouble coming figuring out how to position your brand? Contact Sperling Interactive for a consultation.

How to Create Brand Positioning?

Brand positioning is the most important way to get your business and products out there. In order to maintain a great business running, the business’ brand needs to be recognized and remembered in a positive light. The goal in brand positioning is to create an image about your brand in consumers’ minds so that they can remember your products in a specific way. Because this is so important for your company, we have put together some guidelines to help you create an appropriate brand positioning.

Before you create a plan for your brand positioning, there are a few questions you need to ask yourself:

         How is your brand currently positioned?

         Who are your competitors?

         How are competitors positioning themselves?

Once you have found the answers to these questions, you would be able to have a better sense of which direction you would like to take your business -competing alongside your competitors, or divert from them completely.

If you want to differentiate your brand from that of competitors, the best way to do so is by focusing your brand position on the features your company has to offer that competitors don’t. If you and your competitors offer very similar services/products, you can focus advertisements on those features that competitors are not expressing in their advertisement. Many times, businesses tend to overlook some of their services without realizing how those services can be of priority to prospective consumers. Pay attention to what competitors are saying about their businesses to help determine the direction you want to take.

If you are interested in competing alongside competitors, determine what makes your service better than theirs and have your brand positioning revolve around that.

Ways to Get your Content Shared

Posting informational and helpful materials on your social platforms means nothing unless people are reading and sharing that content with others. In order for the content to be deemed as valuable it needs to be viewed, but with so much being shared on social media, it’s easy to have materials go unnoticed and get buried under other status updates and video sharing. Because of this, we have developed a set of tips to help create value to your content. Read along to learn how you can get your content shared.

Some basic points to keep in mind are headlines, the type of social network the content is being posted in and the purpose of the content.

Headline:

Build a strong and interesting headline for your content. The title should give an idea of what your content is about and create interest in what you are sharing with others. Play around with different headlines to see which one sounds best.

Type of Social Media:

Each social network is different and should be treated as so. Just because some content did well in one platform, doesn’t mean it will do well in all platforms, at least not if it’s presented in the same way. Tailor your content to the social media you plan to share it on. For example, Twitter expects short and to the point information, unlike Facebook where more details are shared.

Content’s Purpose:

What is the purpose of your content? Are you trying to inform others on a certain subject? Are you trying to entertain your audience? Whatever it may be that you are sharing, make sure you are not sharing the same kind of content consistently. You don’t want to bore your followers. Remember that you want to be interesting to your followers in order to get your content shared.

Aside from content-specific tips, here are some other alternatives to also incorporate to help get your content shared:

Ask Influencers and Employees to Share:

Build a relationship with other social influencers and ask them to feature your content. If you build a strong enough relationship, you may not have to even ask. Doing this, as well as asking employees to share the content, can help get your content shared by others while also increasing your company’s visibility.

Happy Posting!

Networking Organizations We’re a Part of: Merrimack Valley Chamber of Commerce

 

The Merrimack Valley Chamber of Commerce is the largest and most effective business-to-business network in Merrimack including Andover, Lawrence, Methuen, North Andover, Greater Haverhill, Greater Lowell, and Southern New Hampshire. There are currently over 1,000 chamber company members benefiting from their many programs, services and events, including us! We have been members of this network for 3 years.  There are 100+ events hosted by the MV Chamber of Commerce each year. In the past there over 7,500 people have attended at least one of these events.

If you have thought about becoming a member of the organization but haven’t yet, here are the many reasons why you should join:

  •      They provide group rated health & dental insurance opportunities.
  •      They connect businesses and government affairs together through their business government affairs program, annual breakfast events, and more.
  •      They hold networking events to such as the Business Networking Mixer, Women in Business events, and their Annual Holiday Party, among many other events, to help promote businesses.
  •      They help small business start-ups with Free Business Counseling, Assistance to Start Up, Assistance to Women in Business, The Next Generation Leaders Program for young business men and women, and more.
  •      They provide members with mailing and promotional publications, like their “Membership Matters” quarterly newsletter, among others.
  •      They host family and sporting events exclusive to MV Chamber members, and more.

These are only a few of many membership benefits and events held by the MV Chamber. To find out more about their benefits click here http://www.merrimackvalleychamber.com/Membership_Benefits/). If you are interested in becoming a member, click here.

Industry Specific Social Site: AVVO

Are you an attorney trying to get your services out to the public, or are you a citizen looking for an attorney to help service your legal needs but don’t know who to reach out to? Avvo may be the solution to your legal needs! It is a legal service website where attorneys can offer a specific service with a fixed price and users can search and review lawyers the specific services they offer and pay the full price right on the website.

As a user, you are able to find the best attorney for you by clicking on the service gallery that matches the service you are looking for. There are multiple legal services offered on Avvo, some including:

– 15-30 minutes legal advising sessions

– Reviewing of legal documents, including immigration application

– Applying for US citizenship

– Create residential leases

– Filing for divorce

As an attorney, here is how it works for you:

Lawyers must select at least one service they would like to offer along with the fixed fee for each service. After being selected for your service, you must pay a per-service marketing fee for each completed and paid service. All attorney participation in the Avvo website are governed by Avvo’s Legal Services Term.

When a user searches for a specific service, they are required to click on their geographic location. This way, only local attorneys show up. Each client is local to the lawyer’s area. Unfortunately, attorneys are not available in all states. Here is a list of states where services are available:

      Arizona

      California

      Colorado

      Florida

      Georgia

      Illinois

      Massachusetts

      Maryland

      Michigan

      Minnesota

      Missouri

      Nevada

      New Hampshire

      North Carolina

      New Jersey

      New York

      Ohio

      Oregon

      Pennsylvania

      South Carolina

      Texas

      Utah

      Virginia

      Washington

      Wisconsin

If you are an attorney interested in joining Avvo, click here to visit their website.