Techniques to improve your brand positioning
Your brand positioning is established by your business to determine where in the market you are placed in the minds of your customers in relation to your competitors. Determining your positioning early and adapting your market strategy around this can be a powerful tool to guide your decisions and keep your audience invested in your brand. You can read more about the benefits of powerful brand positioning here. In our latest article, we will share some techniques you can implement to better define your brand positioning and influence your strategy going forward.
Get into the heads of your customers
Instead of telling your clients what you think they need, your positioning should mirror what your clients are physically and emotionally driven by. To do this, you should go beyond creating generic personas and ask yourselves probing questions to get to the crux of your customers' needs and desires. What has happened in their lives which has led them to require your product? Who are they influenced by? How do they seek validation? If what you're offering does not answer these, it is likely to they will fail to resonate with your target audience.
Compose a brand identity prism
Famous marketer, Jean-Noel Kapferer, identified a way to develop stronger brand identities in his book 'Strategic Brand Management'. His model is composed of a 6-pillar prism, identifying key facets that will come together to form your company's success.These include; physique, personality, culture, relationship, reflection and self-image. By considering each of these aspects in detail, your business will be able to form its own brand prism and gain a clearer idea of your brand positioning.
Plot your axes point
To establish where you want to position your brand amongst your competitors, it helps to physically create a map of where they all fall, before you position yourself. To do this, create a simple axes map with two extremes on either end; for example, for fashion lines, this may be between 'Budget' and 'Premium' - 'Casual' and 'Occasionwear'. Once you have established where other similar brands lie on the chart, you may choose to find an area which hasn't yet been occupied to position your brand as the only option in that axes.
Develop a positioning statement
Your positioning statement should be succinct, clear and direct. Start off by clarifying your target audience, followed by the industry or category you operate within. Next, you will need to state the benefit that your product will bring to the lives of your audience and round this off by issuing evidence; why should your customers believe in your service or product? Remember, this statement isn't about what your business sells, it's about the value that your service can bring to your customer, aka your businesses' reason for 'being'. Think about why you started the business. Was it built to fill a gap in the market? Bring something into the world that no-one else currently delivers? Or delivering the same thing as many other businesses but in an improved way?
To find out more about how Skein can help your business deliver content inline with your brand positioning and identity, get in touch here.