Brand positioning is the strategy of setting a business apart from the competition. It describes how a brand is different from other brands that offer the same or similar services or products. It’s a process of positioning a brand into consumer’s minds. It’s how and what people think about that brand. It is what they think first when the brand comes to their mind – and that is what needs to be different than competitors that offer “the same” thing.
Each brand and business is different. Each brand and business just needs to know what is that that makes them different and how to communicate that to the potential consumers. It needs to build a personality that will have its own voice and the way or talking.
Separate from the competition
To position your brand, it’s important to get clear on what sets your company apart from your competition. Is it your “why”? Is it how and where you started your business? Is it the location? You also need to understand what your customers want, what your capabilities are, and how your competitor is positioning their brand as well. The positioning must be easy to understand and communicate.
Without knowing your positioning, what would you write in your copy? It’s almost impossible to write about your brand when you don’t know your uniqueness and details about competition. And not just copy, but what would your visual design look like? How can you tell a different story if you don’t know your positioning? How would a designer design a logo without knowing what that logo needs to express?
Engage with your target
Clear brand positioning helps companies effectively communicate with and reach their potential consumers. Every day we see a lot of different advertisements, offers, discounts, messages, taglines, and our minds are tired, busy, even overwhelmed. If a brand is planning on growing, their message needs to stand out. Knowing exactly what your brand offers, who it can serve, and what benefits you provide will make your business more efficient. People like making easy decisions, so you need to help them make a fast and easy decision when they are about to purchase your product or service.
Here is one example: I own a coworking space. Coworking is a shared office space for entrepreneurs, freelancers, remote workers – people who work from home. It’s a growing industry, and there are a lot of coworking places that are close to mine, so it wasn’t easy to separate. We all provide desks, coffee, event space, meeting rooms, 24 hour access…
In order to position my space apart from the others, I had to identify that one “wow factor” that separated my brand from the rest. That differentiation was part of my “why”. One of the reasons I opened my coworking space was because I didn’t want to be a full-time coworker. I wanted to work from a shared office space… but not every day. I wanted to spend some days at home as well, and I didn’t want to pay for 5 or 7 days a week if I was only going to go 2 or 3 days.
Because this was my “why,” I purposely designed my coworking space to be ideal for part-time coworkers, and I set up a unique 3-day a week membership level to serve my niche. Sounds easy, but it wasn’t that easy to separate. I first needed to learn a lot about other spaces to be able to even open and start mine, and then to position and communicate to my target.
Do you know what separates your brand from all the rest? If not, or if you’re ready for an outside expert to freshen up your brand positioning, drop us a line here.
Aventive Studio has extensive expertise in brand positioning, visual design, and content strategy, and we can help you communicate everything that is special and unique about your brand to your target market. Let us help you scale your business.