The act of crafting a brands offerings so that they are perceived by the consumer in a desirable manner is what brand positioning stands for.
Brand positioning is undoubtedly a prominent brand management activity. The increase in competition today has offered consumers a plethora of brands to choose from. Though there may be some minor product differences, all brands majorly provide similar benefits. In order to create a sweet spot in your consumer’s mind, you need to position your brand wisely.
Each time an individual interacts with your brand, it should be a memorable and a delightful experience. A credible position once created, can have long-term associations with your brand. By shaping consumer preferences, you directly affect brand loyalty, consumer-based brand equity and the willingness an individual has to purchase a brand. A positive image will be the reason for a consumer to choose you over all the competitors in the market.
So what are the elements that help position a brand?
Coming up with a tagline may not necessarily be your first concern. Although, neglecting it altogether can be a huge mistake. Taglines effectively help you communicate what is your business all about. A brief and succinct sentence should convey your story and purpose.
Taglines have proved to be important to an extent where a brand standing in the market is highly influenced by it and customers recognize your product by just listening to the tagline. So, let your tagline have a message that sets you apart from the competition.
There is a growing competition between brands and the struggle to reach the highest position today has become extremely challenging. With the advent of so many brands talking about their offerings, it’s important to know what distinguishes you from the others around.
What is it that you offer that users can’t find elsewhere? Ask yourself the necessary questions that will help you identify your USP. Having a clear and distinct composition will be impactful. Your consumers will certainly choose you over the others for their well-being, only if you give them something gainful.
One method to ensure people remember you is to craft a brilliant brand positioning statement. Define what you offer, how you offer and why should one select you, in a few catchy words. Design the essence of your company in a sentence or two that shows your focus, determination, and commitment.
A well delivered and believable statement will be the reason for a listener to come back to your brand. If the positioning statement conveys your intended message, it can have a positive impact on the lead generation capability of your business and help to determine how well your products, services or brand as a whole will be received by potential customers.
You grow your business if you have the ability to sell. A comprehensive understanding of the customer’s needs and effective communication of your company message is what leads to a successful marketing plan. What you convey is what people will perceive about your brand.
When a consumer observes you, they should gain the right experience, leave feeling gratified and have the urge to want more. Understand your target audience and craft your messages in accordance with their needs. Let your word establish trust and make a consumer always consider your brand, before making a choice.
Branding aids recall. People only select brands they are familiar with. Interact and make your brand visible at multiple places. Reinforcing your message over and over again in a proportionate number will make your audience recollect your brand always. Make use of the digital, traditional and several other platforms to put your message across.
Brands need to create a positive image of themselves in the minds of the consumers. Spreading a happy and positive vibe can draw any consumer closer to your brand. Let your brand be associated with joyful thoughts and create an impact on the consumers. You can find inspiration in this list.
A well-thought and planned composition of the aforementioned elements is what positions a business in the market and also in the consumer’s thoughts. Conduct the necessary research and take the needed time to launch and define your brand.
A negative brand position is harmful and irreversible. Hence it is vital, to take the essential precaution and measures to have a successful brand story. Whatever strategies you adopt, make sure, your brand stays significant amongst the competition and is not just one amongst the many.
So stay happy, have a strong belief in your brand and spread the delight.
As a marketing manager in PostBox Communications, Sarfaraz Meghani has written articles on the related topics, offering remarkable depth and insight in each of his works.
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