Brand Positioning Strategy and How You Can Make It Work

Brand, brand, brand, brand.

We bet you can’t find a word more used in the realm of 21st century marketing. With how often “brand” is brandished and thrown around, it’s not difficult to find a wide range of explanations for what it means, how to do it, and why it’s important.

Instead of trying to add our two-cents to the hundreds of definitions out there, what we’ve done is broken down the definition of brand in conjunction with how you can instantly apply it to your business. We’ll show you step-by-step how to use branding to optimize your business performance, starting with Part One: Brand Positioning.

So, What IS Brand Positioning?

Brand positioning is the process of carving clear distinctions from your competitors and in the customers’ minds, which makes a big difference on brand recognition.

One of the most important drivers of brand loyalty for millennials is brand recognition and trust at 69% —NewsCred

Brand Position is About Standing Out From the Noise

How does a company stay relevant to its customers? How does a company make the right marketing decisions? How does a company stand out? Brand positioning will solve all these questions and more. A solid brand position will help you make a lasting impression on your clients, provide memorable customer interactions and drive product/service value.

How to Make a Brand Positioning Statement

In order to craft a brand positioning statement, your company needs to consider a variety of issues. These include:

• What aspects currently differentiate your brand from its competition?
• What are the customer perceptions of your brand and how much do they match with your company’s vision?
• Is your brand agile enough to allow your business to grow?
• Does your brand promise build trust with clients?

Once you’ve determined these factors, you will be able to communicate your value to clients and create a marketing strategy tailored towards your business needs.

A Gallup research study in 2012 showed that customers rewarded brand alignment with more than double their wallet share compared to unaligned brands. —Gallup

The Quest for a Great Brand

How can you align your brand? In the first book of our new three-part series, we’ll give you the tools to apply brand positioning in its best form to every aspect of your company, from understanding the purpose of mission statements, to defining a company personality and expressing your company’s culture. No-nonsense. No marketing-speak.

What You’ll Learn:

• The meaning of a fully aligned brand
• How brand position informs your marketing decisions
• The 7 essential elements to developing your company’s story

It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.  —Steve Jobs

Let’s get started.