Even the ideally-planned brand is not profitable if it is not well-positioned. The process of brand positioning is probably the most crucial element of the whole business strategy. The potential buyers will not choose your product or service if they don’t associate the brand with any positive values. The right image in their minds is what really sells your offer.
Distinguish yourself
The goal of brand positioning is to make the company and its offer visible among other businesses operating in the same field. The market is fierce, as is the competition. If you want the audience to see and remember you, you need to work on that. That is when the brand positioning steps in. Its main aim is to place your service or product in the mind of the audience, so when a person needs to buy what you offer, they instantly remember the right brand — your brand.
You can’t force them to bear in mind that your business exists, and they should choose it from the vast possibilities of the market. The audience needs to believe and engage with your idea. The whole brand strategy works on putting this idea in the mind of the audience. If the message is simple, clear, and identifiable it will intertwine with the brand, and in the moment of buying, will spring to the customer’s mind.
Brand positioning requires creativity
The process of brand positioning is not an easy one. It demands thorough research of the market, a creative approach and deep thinking. Before you start expanding and promoting the idea and the brand itself, you need to find the right gap, a niche for your operations. It requires three steps:
Understanding of the audience — create an audience persona, an average consumer, and try to follow their way of thinking. Get to know them intimately to determine what they really need.
Understanding of the competition — take a closer look at those brands that proved to be successful. Find the feature that distinguishes them. Then don’t repeat that feature.
Creative process — when you know what your audience expects and what your competition offers, fill the gap between these two.
Think definitely outside the box and find something that will distinguish you from other brands. Fulfill the needs and desires that are yet to be satisfied. That is your niche and idea that will position the brand.
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