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.