Be it small-scale, medium, or large-scale business, establishing your brand before commencing your business is crucial. It is the brand only that distinguishes you from your competitors and makes people aware. 

Your customers will only recognize you from your brand and probably, this is the main reason why businesses tend to emphasize the brand initially before beginning with other things. It may seem an easy task initially but is not at all easy and demands plenty of effort. 

Consequently, every business should have a brand positioning strategy to thrive in the business world and taste success. The businesses can witness an increase of 10-20% in revenue by having a solid brand presence. The brand presence will also bring traffic to your website. 

But most businesses have no idea about the brand positioning strategy. No worries as we are here to assist businesses in positioning their brand successfully. 

About Brand Positioning 

It refers to creating a unique and distinct image of your brand in the minds of the customers. It sets your business apart from the rest and is more than a logo. The business only tends to be successful when it seems valuable, favorable, and credible to the consumer. 

Consequently, it is significant for businesses to position their brands and make their distinct place in the minds of the customers. 

Significance of Brand Positioning Strategies

Before creating the brand positioning strategy, businesses must figure out the significance of the brand positioning. The significance of brand positioning lies in the fact that it allows a business to differentiate itself. 

It is this differentiation only that aids you in brand awareness, justifies pricing, and communicates value. There are diverse kinds of brand positioning strategies which will vary depending on the nature of your offering and industry. 

Ways to Create a Brand Positioning Strategy 

For creating an effective and results-driven brand positioning strategy, businesses need to dive deep into the minute details of the brand and figure out the best in their brand. Consequently, here are some steps that’ll assist you in creating a brand positioning strategy. 

Figure out current brand positioning 

The foremost thing you need to do is to determine your current brand state rather than create the new one. This will give you an insight into where to go next. You can begin by understanding your target customer and defining your customers. 

Once you are done with your customers, you need to determine your mission, values, and unique selling proposition. 

Create brand essence 

Organizing the brand ideas is also crucial along with determining the current brand positioning. The brand essence usually includes attributes, benefits, personality, what customers say about you, what customers feel about you, your authority, and at last, brand essence. 

Once you are familiar with all these elements, you can easily create a brand essence chart and begin with the next things. 

Analyze your competitors 

Along with the above-mentioned things, analyzing your competitors is also crucial. You can do so by doing a thorough competitor analysis. Doing so will make you aware of your drawbacks and the areas in which you need to improve. 

You can use different methods for analyzing your competition such as using customer feedback, conducting market research, and using social media. 

Research competitors 

Post Identifying your competitors, you need to do thorough research on your competitors. Like, you need to analyze how your competitors are performing and positioning their brand. Ensure to include the following things in your research such as the services your competitors are offering, the strengths and weaknesses of your competitors, the marketing strategies they are employing, and the present situation in the market. 

Knowing all these factors about your competitor will inform you about plenty of things which in turn will assist you in positioning your brand. 

Determine a unique selling proposition 

It is the unique selling proposition that distinguishes your business from the rest. You’ll begin to figure out the patterns once you conduct the competitor research. It will let you know your competitor’s strengths and weaknesses and in the midst of this, you get to know one weakness of theirs which can turn out to be your strength. 

In the end, this is what is going to make you unique. Nothing else can be perfect for positioning your brand than this initially. Once you are done with this, you need to compare your unique offerings and identify what it is that you can do differently from what other businesses are doing. 

Create framework 

Due to the wide variety of touchpoints, it can be difficult for businesses to come up with a brand positioning framework initially. But this is something that can assist you in creating a brand positioning strategy. 

While creating the framework, begin with the big idea and end with some crucial things such as social media captions, advertising copies, and headlines for the blog posts. Besides this, the businesses should include crucial things in their frameworks such as target audience, mission statement, tone of voice, message pillars, elevator pitch, and many others to go with. 

Positioning statement 

The next crucial step in positioning your brand successfully is coming up with the positioning statement. It is usually one or two sentences long which effectively communicates your brand’s value to your customers. 

While creating your positioning statement, you need to answer a few questions such as your target customer, product category, benefit brought by your product, and evidence of the benefit. Answering all these questions will assist you in crafting a unique positioning statement for your brand. 

Performance of positioning statement 

Whether your positioning statement is working in your favor or not also needs to be figured out. Consequently, after making your positioning statement, you need to test, experiment, and acquire feedback from your customers if it is up to mark or not. 

Getting feedback from the customers is crucial when they join as it lets you know if your positioning and brand are in the right direction or not. 

Develop an emotional connection with customers 

Selling your products or services requires you to develop an emotional connection with your customers. Businesses with great emotional connections find it easy to gain the trust of their customers and make the customers positive about their experience. 

Reinforce USPs during sale 

Another thing to ensure while positioning your brand is using your unique selling proposition statement again during the sale process. Your customers should understand what makes your brand unique and best compared to others. It is only then, your business will get the desired results and many sought-after results. 

Create value 

No matter what, the primary goal of every business should be to create and give value to the customers by solving their problems or the challenges they are facing. You should propose such a solution which will solve their problem and assist them. 

Focus on customer-facing employees 

The employees facing your customers are most important to you and are regarded as valuable ambassadors. The employees should emphasize the core values which should align with the core values of the company. 

Wrapping Up

It is a strong brand that can make a huge difference in the market and can make customers love your brand. Consequently, follow the steps mentioned above to position your brand successfully and create a unique image of yours in the market. All this can position your brand and take your business to new heights.