The development of various technologies, as well as digital marketing, has made it easier for different brands to self-market to audiences on a grand level. This has resulted in an atmosphere that is highly competitive with consumers who are more and more critical of services and products. Proper positioning is a way for brands to secure the attention of customers and media, while setting themselves apart from the competition.
But what is brand positioning? It is a method concentrated on imprinting powerful impressions into your target customers’ minds. For all marketing efforts in the future, brand positioning is the foundation.
Let’s take a closer examination of brand positioning.
A Positioning Audit – The Starting Point
The first step in refining brand positioning is understanding, in terms of public perception and internally, the current business plan. Take stock of the following to get the ball rolling:
- Brand persona
- Value proposition
- Core values
- Mission statement
Relevant to your target audience, you can create a positioning strategy by redefining or revisiting these basic elements.
Target Audience Profiles
Initially, you likely began with a specific target audience. Is that still an accurate measure/assessment of your current audience? Compared with customer feedback and sales, revisit product branding and benefits. Your market segments may need to become a bit more sophisticated, depending on your value proposition, current brand attributes, etc.
What’s Your Competitor Doing?
Contrast and compare press coverage, website functionality, product suites, marketing, and brand positioning to that of your competition. Take note of expressed differentiators, messaging, audience, weaknesses, and strengths.
What makes you better than them? What do they do better?
Brand Positioning Statements
Unlike taglines and slogans, which are public oriented, the internal compass for brand development is referred to as a brand positioning statement. Ordinarily it’s about two sentences long, although there are different ways to write one. The following should be incorporated into your brand positioning statement:
- Reason to believe
- Unique value proposition
- Differentiating factors
- Market definition
- Target audience
Defining Business Goals
With your overall business plan, your brand positioning statement should align perfectly. This allows you to create goals referred to as Specific – Measurable – Attainable – Results Driven – and Time Bound (S.M.A.R.T.). This actually applies to both your marketing plan and your positioning statement.
Enabling your brand to land its own market segments, a positioning strategy is one that allows brand promise delivery. Remember to reinforce your marketing, as you bring your new positioning statement to light, by showcasing testimonies and reviews whenever possible. This informs the public and influences buying decisions heavily, because it gives you much needed, crucial social proof.
Count On JoTo PR
If there is a PR company out there that understands brand positioning, it’s us – JoTo PR! We know all the ins and outs of public relations topics like crisis management, content writing, social media, publicity, press releases, communications, marketing, and, yes, brand positioning.
So ground-breaking and in tune are we with current and relevant tactics, we’ve been called the Anti-PR Company! We’re okay with that moniker because we consider it not only a compliment but an accomplishment.
Contact us today to discuss how anti-PR methods can benefit you and your company. Even if you just want to discuss brand positioning, we’re your go-to PR company.