Written by Aaron Chichioco, CCO of Design Doxa
Digital marketing and the development of different technologies have made it easier for brands of all sizes to market themselves to larger audiences. This has led to a highly-competitive space with consumers that are increasingly critical of products and services. As such, proper brand positioning is key for brands to differentiate themselves from the rest of the market and secure the attention of media and customers.
We are defining brand positioning as the strategy that aims to instill a powerful impression in the minds of target customers. Brand positioning is the foundation for all future marketing efforts.
1. Start with a positioning audit
In order to refine brand positioning, the first step is to understand the current setup, both internally and in terms of public perception. To get the ball rolling, take stock of the following:
- Mission statement
- Core values
- Value proposition
- Brand persona
Revisiting (or redefining, if necessary) these basic elements allow you to create a positioning strategy relevant to your target audience. Speaking of which…
2. Revisit Target Audience Profiles
Is the target audience you began with still the most accurate? Revisit product benefits and branding compared with sales and customer feedback.
It might be time to get a bit more sophisticated with your market segments, depending on current brand attributes and value proposition. A quick way to begin to develop more segmentation is by examining the location, demography, lifestyle, and purchasing behavior of your most engaged social media followers.
Once you have an understanding of your market, consider which product benefits resonate most with them. Is it the price, function, authenticity or emotion? How is that primary benefit expressed through marketing messaging?
3. Review competitor moves
Compare and contrast brand positioning, marketing, product suite, website functionality, press coverage etc, taking note of strengths, weaknesses, audience, messaging and expressed differentiators.
- What do they do better?
- What makes you better?
From there, identify your brand’s top differentiating factor or unique benefit in comparison to the competitive set.
4. Write a new brand positioning statement
Unlike slogans or taglines which are crafted for public, the brand positioning statement is an internal compass for brand development. While there are many different ways to write your statement, it’s typically about 2 sentences long and incorporates the following:
- Target audience
- Market definition
- Differentiating factor /unique value proposition
- Reason to believe
For example: For the man who wants to look sharp and successful (target audience), Corner Cuts Barbershop (market definition) offers modern and stylish hairstyles, as well as comprehensive pampering packages (differentiating factor) crafted by top celebrity stylists (reason to believe).
5. Allow your positioning statement to guide business goals
It’s important to align your brand positioning statement with your overall business plan. This allows you to create S.M.A.R.T (Specific, Measurable, Attainable, Results-driven, Time-bound) goals centered on both your positioning statement and your marketing plan.
A positioning strategy enables your brand to get a hold of your own segment in the market – and is one that allows you to deliver on your brand promise.
As you bring your new positioning statement to light, remember to reinforce your marketing by showcasing reviews and testimonials whenever you can. This gives you the crucial social proof that heavily informs buying decisions.
Aaron Chichioco is the chief content officer (CCO) and one of the web designers of Design Doxa. Aside from his expertise on web/mobile design and development, he also has years of experience in digital marketing, branding, customer service, eCommerce and business management as well. For more information about Aaron, visit Design Doxa.