WHAT IS BRAND STRATEGY?
Effective brand strategy is the central unifying idea around all behaviors, actions & communications that are aligned. It works across products and services. The best brand strategies are so differentiated.
WHAT IS BRAND POSITIONING?
Positioning is the clear brand image designed to occupy a particular space of the mind and heart of the consumer. Positioning reflects how the brand is different from competitors, where and how it sits in the consumer's mind.
HOW TO CREATE A BRAND POSITIONING STRATEGY?
1- Determine your current brand positioning.
Your current brand positioning gives you important insight into where you are now and where you should go next. Start by considering your target customer and defining who they are. Next, identify your mission, values, and what makes you different from the rest of the market. Finally, take stock of your value proposition and your current brand persona and brand voice.
2. Identify your competitors.
Conduct competitive performance research. Generate insights to see where you are against the competition. That research will help you decide what you can do better in your strategy to gain an edge.
3. Identify what makes your brand unique.
Building a unique brand is entirely about identifying what makes you different and what works best for your business. Start by defining what 'effective' really means for your brand & then build its image based on that, with competitive research. You'll start to see some businesses that have the same strengths and weaknesses. As you compare your product or service to theirs, you might find one of their weaknesses is your strength. That is what makes your brand unique; it's the perfect starting point for positioning your brand in the market. Take note of your unique offerings as you compare, and dive deep to identify what you do better than anyone.
4. Create your positioning statement.
A positioning statement is a one- or two-sentence declaration that communicates your brand's unique value to your customers in connection with your main competitors. Before creating your positioning statement, you need to prepare clear answers to these questions:
Who is your target customer?
What's your product or service category?
What's the great benefit of your product or service?
What's the proof of that benefit?
5. Establish an emotional connection with prospects and customers.
Connecting with your prospects on a human level before going in for the hard sell builds trust and helps your potential customer have a more positive experience with your company's brand. For example, at the beginning of the sales process, reps should take ample time to learn about your prospects and what problem they are looking to solve by using your product.
6. Create Brand values.
Your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company's offering is part of the solution.
7. Ensure that customer-facing employees embody your brand.
Customer-facing employees are your company's most valuable ambassadors. Prospects should embody the core values of your company that align with the company's brand.