Have you ever wondered how some companies are practically able to transcend their products while others are constantly being forced to compete on price? Do you ever find yourself doing everything you can to attract more customers only to find yourself struggling to gain traction?
Marketers have all kinds of explanations for why this can happen. Some will say that the problem is the customer experience. Others will argue that you’re not charging enough for the products or services you do provide. But in many cases, the issue could be with your brand profile and your brand positioning.
What is brand positioning exactly? Does building a brand profile really matter in the grand scheme of things?
We’re about to tell you what you need to know about brand marketing and positioning. All you have to do is keep reading.
What’s a Brand Profile?
When people talk about “brand profiles” and “establishing the brand”, what they’re referring to is essentially your company’s personality. In the same way that fans of Harry Potter or Captain America would be able to tell you that “This response would be completely out of character.”, your customers should have a feel for what your brand is and what it stands for. To that end, details like the way your website copy reads and the interactions you have with people on Twitter can all work towards helping you connect with your target demographic.
When all is said and done, you want your brand to have such a strong image that even if a competitor wanted to try and step in, your audience would say, “That’s not consistent with the brand.”
What Is Brand Positioning?
If your brand profile refers to the characterization of the brand itself, brand positioning is what you do to get the attention of your ideal customers. While it’s easy to confuse brand positioning and niche marketing with niche products and small market reach, there are ways to target specific market segments even if you happen to be selling something that could technically appeal to everyone.
For example, most people wear clothes to some degree or another. But just because everyone could use a pair of shoes or a shirt, that hasn’t stopped Nike from catering specifically to athletic people who are willing to spend a little bit extra on their sportswear.
Once you’ve zoomed in on what you want your brand profile to be, brand positioning is often the next step.
Here’s How You Can Create a Brand Positioning Strategy
We’ve covered what a brand profile is and we’ve explained the importance of positioning. What can you do to go from “We need this target demographic.” to getting sales from them? Here are three steps that you can take towards getting a solid brand positioning strategy going:
Step #1: Establish a Strong Brand Profile
According to SmallBizGenius, presenting yourself to customers in a consistent fashion can increase your revenues by as much as 23%. From the language you use to the visual assets and color schemes that you deploy on social media, you want your brand to be easy to recognize. The stronger your profile is, the more success you’ll have at positioning your brand.
Step #2: Pin Down Your Market Segment
Remember what we said earlier about Nike? You can do a similar exercise for your own business. Who would get the most use out of your product or service? Are there segments within the market that you could do a better job of orienting your brand towards?
Maybe your competitors have left a gap in the market. Or maybe you have customers who are using your product in unexpected ways. Either way, a solid brand positioning strategy starts with solid market research.
Step #3: Get Your Brand Out There
If you’ve watched or read the news and seen experts giving their opinions on topics, chances are that you’ve seen plenty of brand positioning examples play out in real time. But even if you don’t have tons of access to journalists and cable news producers, you can still position yourself as a thought leader. All you need is a blog, a social media account or two, and a headline generator tool.
As long as you stay consistent and you make a point of being creative with your outreach, finding and building a community around your brand profile is easier than you think.
This Is the Real Reason Why Brand Marketing Is Important
Everyone talks about cutthroat Corporate America and how cold, calculating logic is the name of the game in business. But not a lot of people realize that it often works out this way because business is more competitive than ever. Thanks to the internet, companies don’t even have to be local to steal away customers. And now that everyone has access to the same vendors, brands have to be creative in order to stay on top.
Brand positioning makes it possible for you to manage your image and build connections while also giving your ideal customers a gentle nudge that says, “Hello! We’re here and we are uniquely able to help you solve your problems.”.
To Brand or Not to Brand?
In a world where everyone’s looking for a bargain and businesses are constantly wrestling for competitive dominance, a strong brand can act as a moat around your castle. And if you’re a business owner or a key decision-maker with big-time ambitions, brand positioning can help you elevate your company to new heights.
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