Your brand equity is the most valuable asset your company owns. So pay close attention to it.
According to studies, 59% of consumers prefer to buy from a brand that is familiar to them.
A brand building exercise requires a lot of work but it’s worth all the effort.
Besides your logo and product advertisements, your brand reflects in everything your company does.
Below, we explain how to build a powerful brand.
You have to pay closer attention to your brand positioning in order to stand out from your competitors.
What is brand positioning?
It is the space a company owns in the mind of a customer, and how it differentiates itself from competitors. Brand positioning is a key component of all successful marketing strategies.
It’s a strategic advantage that makes a company more likely to succeed. If you are selling anything online, establishing and maintaining an established brand position is vital to your success.
What is the Importance of brand positioning for your business?
1. Will Amplify Your Copy, Story and Message
If you have any aspirations of having a successful business you need to understand the fundamentals of good design. You’ll need to know how to position your offers in such a way as to best meet your customers’ expectations, no matter what kind of design they are used to.
Brand positioning identifies the foundational story as the starting point for engagement.
Identify your market and their needs. Once you know this, you are able to craft the strongest possible foundation from which to create compelling copy. This allows you to position your brand and communicate effectively with your audience.
If you don’t understand your brand’s uniqueness and where it sits in the spectrum of similar brands, it’s impossible to write a compelling sales pitch.
You need to know your brand is different from all the other brands out there and how to communicate that difference to your target market. Brand Positioning will help you with that.
2. Fosters Product and Market Differentiation
In a competitive environment, you must always focus on providing the best possible customer experience. This ensures your products, services, and company provide a unique proposition, and explores niche opportunities. When you do so, your brand positioning will set you apart from the rest by articulating your uniqueness.
3. Justify Your Prices
In terms of pricing, a brand is often more important than the actual product. Your brand positioning will help you establish whether your price point is strategic or whether you have a good reason to justify the same.
You can clarify the reason for your higher or lower prices. You’ll also realize a more favorable response from your customers.
4. Helps You to Stand Out
You have to get through all that noise if you are going to achieve any success whatsoever. To do so, you have to be able to position your brand in a manner that makes it clear and memorable where it stands out from the rest. That enables you to communicate directly with the individuals you want to attract.
When your message is clear, people will see and hear your brand clearly. This means that you will avoid shouting at an empty room, or addressing a crowd who doesn’t care about what you have to say.
5. Facilitates Your Competing on Value Rather Than Price
Brand positioning makes your luxury product or service stand out from the crowd. It emphasizes how your product or service is superior to what your competitors offer. In other words, it clarifies your specific value.
Without clarity, no one will value what you are selling. Talking specifically about what you are offering through your brand positioning will eliminate vagueness and help your prospects make a much more informed buying decision.
6. Encourages Customers to Purchase Your Offerings
Trust is a priority for all consumers. They don’t want to have to think or work to figure out if they can trust you. If you want to win their trust, then brand positioning is vital. It will cause your prospect to have an emotional reaction both consciously and subconsciously.
Consumers have shorter and shorter attention spans. In a world where information overload is the norm, it becomes even more important for you to give them a reason to pay attention to what you are saying.
If they can see the big picture immediately, then they will be able to easily connect the dots as you weave your sales message throughout the rest of your marketing efforts.
How to Improve Brand Positioning
If you do a good job with your brand positioning, you won’t have to do a major overhaul every year. However, you should still review your position statements quarterly to see if there are any ways you can improve them.
1. Create Buzz
Branding isn’t just about presenting a pretty picture. It’s also about getting your point across clearly and succinctly and testing to see what resonates with your audience.
If you are a small company with a small following, you may not have a large enough audience to test your brand positioning. If this is the case, you should create some paid ads to test a “control” statement against your brand positioning statement. This will give you a better idea of whether or not people are reacting favorably to your positioning statement.
Keep testing, and testing often. Don’t worry about getting it right the first time. Just keep pushing until you do so.
2. Refocus Your Brand
Refocus your brand for maximum impact. Your current efforts to position your brand may no longer be as effective as before. To help you regain focus, you need to refocus your efforts on the things that made you (or your product) unique in the first place. Re-examine your initial research (or start researching from scratch) to determine if your positioning efforts remain effective.
3. Pay attention to ground sentiment
Put your ear to the ground. You must always listen to your customers for ways to improve your marketing messages. This includes customer research, focus groups, surveys and even just talking to your customers and taking note of their comments. Use all that info to continually improve your sales efforts.
Listening is essential, but don’t just listen to your customers—listen to your competitors, too.
Pay attention to what they are doing right and what they are doing wrong. If you have a lot of competitors, take notes on what they are doing well and what they are doing poorly.
This will help you concentrate on the areas where your offerings are most similar and least similar. It will also give you ideas for new product or service development.
Using Online Marketing for Brand Positioning
A good online branding strategy should include branding channels like SEO, website design, social media and sale funnels. These allow you to reach your audience where they are such that you can influence their opinions without being intrusive.
#1 – Website Design Brand Building
The most important brand marketing tool is website design. It is integrated into many aspects of your business; be it an online or offline business.
Thus, it is imperative to pay close attention to your mobile responsive web design.
A well thought out and well created web site will affect your brand positioning directly as well as indirectly thorough your other branding channels.
The most basic way your web site affects your brand positioning is via its appearance.
Web visitors form an impression and make a decision as to whether they want to be associated with your brand within 6 seconds of landing on your web page.
- Colors evoke people’s feelings. So choosing the right colours will stir the emotions that you want your visitors to feel.
If you sell ecological products, for example, you may want to use green, a color that transmits health, nature. Black, on the other hand, evokes luxury.
Your site must be consistent, which means that you have to use the same colors, formatting, graphics style on every page.
Your site must be recognizable and consistent with all your branding endeavours.
If your visitors arrives on your web site via a brightly colour advertisement and your web site is dark coloured; it will lead to brand confusion for them. They wouldn’t know whether they have been directed to the correct place.
- Your web site is a direct reflection of you. Place your logo prominently on the top left corner. Tell your visitors who you are and what your value proposition is.
- Internet users are impatient and place a high value on convenience.
Ensure your website is easy to navigate, has good visuals and explanations, has a well thought out layout, relevant buttons and options that result in an intuitive flow that guarantees a first class user experience.
Satisfied customers will recommend your web site to friends by sharing your link.
- Will the majority of web traffic coming from mobile devices, it is important to cater to this rising trend.
Ensure your web site is mobile optimized. It will ensure an good interactive interface and presentation even on mobile devices of differing screen sizes.
Users will have a good experience and perceive your brand as being on the forefront of internet technology.
- You should highlight your calls to action; to encourage customers to take the action you want them to. For example subscribe to your newsletter, register for a webinar, buy a product etc
In this way, you will ensure that your brand positioning allows your company to stand out from the crowd.
A professional website design service will take many things into consideration; while aiming to achieve your business goals. We further elaborate below.
#2 – SEO Brand Marketing
You should use SEO to build a strong brand. Why?
SEO is about breaking down barriers so that your potential customers can find you. It is also about providing good user experience for customers who visit you online.
Thus, SEO services result in better brand exposure, improved brand value perception, consumer understanding of what you stand for and a firmer foundation in your brand positioning.
Web design structure is one of the main considerations of SEO. A website that has its foundation built with SEO in mind will automatically attract search engine traffic.
The best part is that SEO traffic is free. Read more about SEO here.
SEO and content marketing are closely related. The content that you create, articles, videos, webinars, images etc can be used on your web site directly or in your marketing campaigns.
Using these 2 tactics in unison in your marketing strategy will help you rank highly in search engines.
As over 93% digital online experiences originate from search engine results pages (SERPs), this combination can have lucrative consequences for your business.
Your brand’s exposure to your target audience is directly related to your gaining market share.
Having a high search ranking will put your business in front of potential customers who may not yet know your brand and service.
This allows you to share more with them and make them your consumers too.
#3 – Brand Equity
If you operate an ecommerce business, it’s important to build a brand.
It is not enough to simply list your products on your website. With nothing to differentiate your brand or your products, you can only compete on price.
That is not a sustainable business model. There will always be someone, somewhere who will undercut your prices and take over your market share.
Understand your audience. Take pains to offer a product range that caters to their interests and needs.
This will help you sell more easily, retain more customers, drive up loyalty and ensure long-term success.
In order to have a strong brand positioning in ecommerce you must establish your company’s style, maintain good relations with customers, answer their questions and offer high quality products.
Present your ecommerce store with high-quality images and videos. It creates a strong impression that you are professional.
Include security features to protect your customers; have secure modes of payment. Reflect these clearly on FAQ and check out pages.
This will help you develop a good relationship based on trust and loyalty with your customers.
#4 – Social Media Branding Strategy
With 3.5 billion social media users worldwide, social media marketing has a wide outreach.
You should have a brand positioning strategy that includes a social media budget.
Identify which platforms your customers and would be clients can be found on. You might need a social media marketing agency to help you.
Once done, you can focus your campaign on platforms like Instagram, Linkedin, Facebook marketing etc.
By leveraging social media branding you will win over a network of fans that are eager to buy from you. You will boost brand awareness. Branding is crucial for a business that wants long-term success.
In Social media branding- be it posts or advertising campaigns, you should take into account four major categories:
- Your company’s identity: communicate clearly what your company offers and values are.
- Your audience: you have to understand your target audience. Knowing them, you will be able to communicate clearly in the language and tone that they prefer. Deliver quality content in this manner will gain you customers’ trust.
- Content: the content must be tailored to your audience’s needs. You have to provide useful relevant information that is shareable. You should pay close attention to using videos. This is a fast rising trend which is expected to account for 82% of all consumer traffic by in 2022.
- Design: you have to align the design of your company’s social profile with your website. Visitors must easily recognize your brand. Again, you have to be consistent across platforms.
#5 – Build a Marketing and Sales Funnel
A sales funnel is an unmanned process that can be built into your web site. It automatically guides your potential customer through every stage of the buyer’s journey – from prospecting the market to buying your products.
The sale funnel is very powerful. It is an automated process that allows you to gather data about your website visitors.
The data provides valuable insights into their behaviour and psychology.
Taking these into account, you can make adjustments to optimize your funnel to increase conversions. Depending your goals, this conversions could be newsletter subscriptions, registration for offline events, product purchases and more.
This is not a straight forward process. You should contact a funnel marketing agency in order to be sure that all this is implemented correctly. Only then will you have a positive impact on your business growth.
Create your Brand Positioning Strategy
Brand Positioning is a critical success factor for every business. To achieve maximum profits and market share, you need to position your brand in a unique and compelling way that makes your product or service stand out from the crowd. These steps will show you how to create a unique and powerful brand positioning strategy for your business.
1. Understand your current brand positioning.
How well are you currently marketing your product or service? Do you have a clear understanding of where you should go next to make your offering more attractive to customers?
If not, you should take a closer look at your current positioning. Your current position will give you important insight into where to go next to make your offering more distinctive.
Understand who your ideal customers are. Determine why your customers buy from you instead of your competitors. Take stock of your brand persona and brand voice, which are the characteristics your customers associate with you.
2. Identify your competitors and conduct competitor research.
Competitor analysis is important because you’ll then be able to see who your competition is, what they’re doing well, and you can use that information to gain an edge in your own sales efforts.
After you know who your strongest competitors are, it’s time to analyze how they’re positioning their brands. You’ll want to do this so you can figure out what your competition is doing both right and wrong.
Your research should include what strategies they are using successfully, their strength and weaknesses, how their products compare with your own.
With these, you will be able to identify the threats towards your own position and any potential opportunities you might have.
3. What is your brand uniqueness?
Unique selling position (USP) is an area many entrepreneurs neglect, but it is vital to success. You must understand exactly what makes you different from every other entrepreneur who is trying to sell something via the Internet. What do you offer that others don’t?
Your uniqueness is what makes your brand special. It’s the perfect basis for positioning your brand in the marketplace. Get clear about your strongest differentiator, and then use that to craft a compelling positioning statement.
4. Create your positioning statement.
A positioning statement is a short sentence that communicates your brand’s unique value to your customers as compared to your main competitors.
A brand positioning statement describes your company’s function, for whom it works, and what sets you apart from competitors. The idea behind it is to create a unique niche for your brand in the mind of customers, within your category.
It should concisely state who your target customer is, the product you sell and the benefit of your offerings.
For example, Nike’s positioning statement is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport.”
5. Establish an emotional connection with prospects and customers.
By establishing rapport with your prospects and customers on a human level, you’ll build trust and get a more favorable response from them. This is a key ingredient in effective brand marketing.
When you connect with your prospects on a human level, build trust and get them excited about your product or service before going in for the sell. It’ll make their experience with your company more positive, and increase the chances of them buying from you.
6. Reinforce your brand’s differentiating qualities during the sales process.
Your main goal should be to help your customer solve a problem or overcome a challenge they are experiencing. Your company’s offering is a part of that solution. They need to understand what makes your company different from all the others, and why your product is a better choice for them than any of the other products available.
Your brand needs to be strong and differentiated. Make sure your customers understand what makes your company unique throughout the sales process.
If they don’t, they will be confused and frustrated when they receive their product and feel that there is nothing special about it. Chances are, they might even go on social media and share about their disappointment in your “lesser” product.
7. Ensure that customer-facing employees embody your brand.
Your customer-facing employees are your company’s most valuable ambassador. You must embody the core values of your company and always, always speak in an authentic way.
If your company is overly serious or stiff, your employees will reflect this and your customers will pick up on it immediately. If you want your customers to trust you, they must experience your brand as sincere, approachable and transparent.
By leveraging these factors, your company can position its brand quickly and cost-effectively.
When properly planned and executed by an experienced professional web design team; combining all this will give you best results that will reflect in your profit.
Fortunately, in Asia, these strategies are still underused. If you decide to embark on using web design for brand positioning, you will have a huge advantage over your competitors.
Take a glance at how our digital marketing services can help to position your brand online.