Your guide to strong brand positioning
Standing out from the crowd is essential for business success in today’s competitive market. Brand positioning is the strategic process of defining how you want your business to be perceived in customers’ minds. By identifying what sets your business apart from others and showcasing its unique attributes, you can carve out a distinct place in your industry. Here are some tips on how to make your brand stand out.
Identify what sets you apart from competitors
To differentiate your business, you should first understand what sets it apart from others. Having a PR firm can help you determine the specific benefits you offer that others don’t, what your company’s strengths and weaknesses are and how your customer experience compares to others.
Showcase your strengths
Once you find your distinguishers, it’s time to position them to your target audience. Here’s how a public relations team can help:
- Craft a strong brand message: Your brand’s voice should be consistent and communicate your unique values. Whether through your website, social media or marketing materials, ensure your brand’s message is constant and resonates with your consumers.
- Leverage storytelling: Tell a compelling story that will allow people to connect with you or your business. Share your journey and what made you start your company. You can also highlight customer or employee testimonials to build credibility. Nike is a great example of storytelling because they use the narrative of real athletes to break barriers and push their limits.
- Enhance customer experience: Prioritize your customer service experiences because memorable engagement fosters loyalty.
- Use visual branding: Your logo, color scheme and aesthetic should align with your brand identity. This helps your company become more recognizable and memorable. For example, Coca-Cola’s brand identity revolves around positivity and universal connectivity. Its red and white colors, bottle shape and fonts make them unmistakable worldwide.
- Engage with your audience: Build relationships with your consumers by actively engaging on social media, through email marketing and community involvement.
Brand positioning is more than just a marketing tactic. It’s a long-term strategy that defines how customers perceive your brand. By identifying what sets your brand apart and effectively showcasing your strengths, you can create a distinctive brand that resonates with your customers.