Brand Positioning Statement: The Most Critical Part of Your Marketing Plan
A brand positioning statement is one of the most important marketing tools that you will ever make for your company. It is designed to distill the essence of your company into a short one or two sentence statement that shows your focus and commitment. It is also an essential starting point for the development of an effective marketing plan as it defines the areas that your company needs to promote in order to be successful. Although a brand positioning statement does not need to be complex, it does require a number of steps, and a great deal of thought, in order for it to be truly successful. It would be difficult to market your product if you do not understand how to give yourself the right label. Fortunately, you can quickly learn how to brand yourself and your business online. This guide will take you through the process to create your own unique brand positioning statement that will set you apart from your competitors.
The starting point for a strong brand positioning statement is to brainstorm what makes your company great. Sit with your staff and consider the things that you are most proud of. Make a list of your competitors both locally and online. Consider any customer feedback you have received, and why they choose to use your services over your competitors. Get as many ideas on paper as you can, as at this stage, because it is about building a complete picture of every aspect of your company. This will help you later when you start to drill down to the real asset of your company that will be the foundation of your brand positioning statement.
Do a SWOT Analysis
SWOT is simply an acronym for Strengths, Weaknesses, Opportunities, and Threats. In order to do this, you need to create these four categories, and divide the characteristics that you have brainstormed into them. Strengths represent the positive aspects of your company such as any unique products that you have. Weaknesses are areas in which your company could improve such as customer service. Opportunities are things that you could move into but are not currently doing. Threats are parts of your business where your competitors are doing better than you. You need to do this not only for your own company, but also for your biggest competitors. At the end of this exercise you should have a clear idea of what sets your company apart from all the others ones operating in the same market niche.
Consider Your Customer’s Needs
By now you should have a very clear idea of what you do well, and what makes you unique. Now, look at the issue from the other side of the fence, and consider what your customers actually need. There is nothing wrong with talking to your customers about this, and getting their feedback on what you do well. Once you understand your customer’s needs, evaluate how you currently go about meeting them. An essential element of a successful brand position statement is defining how you meet your client’s needs. Your objective is to convey to your customers how they can benefit from using your products and services. In addition, you will need to build your brand. You can do so by becoming an expert at SEO, social media and relationships through an exciting online course.
Start By Narrowing Your Focus
Now that you have accumulated all the data that you need, it is time to cherry pick the key points that really define your company, and make it stand out. Remember that you are aiming for only a couple of sentences, so you cannot have a dozen different choices. Once you have highlighted the key elements, start writing some sentences that combines your points in a clear way. By writing several versions, you will start to get a feel for the end product. It is perfectly reasonable to start with several sentences, and then gradually cut them down, until you have addressed the core issue of what makes you different, and how it benefits your clients. Be as clear and precise as you can.
Test the Finished Product
Once you have completed your brand positioning statement, give it a road test. Present it to some of your customers, and ask them whether they feel this accurately represents their view of your company. Do not just limit this testing to your customers. Get the opinions of people who do not use your company’s products or services. Ask them how your brand positioning statement makes them feel about your company when they read it. Does it clearly convey what your company does and how it does it? Once you have received this feedback, determine whether you are satisfied with the result and if not, revise it until you are. You should be excited by now, are you? The next step would be learning how to use your brand to get you both clients and jobs. That really is the point of it all, isn’t it?
Evaluate Your Statement Regularly
Changes in your business, your competitors, and the market as a whole, are constantly influencing your business. Even if you do not think that you have made any major changes, it is essential to reconsider your brand positioning statement on a regular basis. The best way to do this is to do another brainstorming session every six months, and think about what to do if the results are different. If you have made a major change in your business such as a new product or service, figure out whether your current brand positioning statement still reflects everything your company does. Not to mention, have you looked at or updated your logo lately? If not, it truly is crucial when it comes to building credibility with your current and future clients. To make the most of your overall branding presence, you should check out logo development.
By creating a simple, concise and effective brand positioning statement you will find that it will help you both with your customer’s perception of your company, and your own. It will give you the right guidance you need to go about promoting your company, and ultimately, making it even more successful.
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