When we onboard clients, we always talk about how branding is all about perception. For consumers, perception is more important than reality, which is just the simple truth. So, in order to gain a positive reputation and be perceived well by consumers, your brand needs to be well positioned.
Defining brand positioning is heady work; there is absolutely no two ways about it. However, no matter the widget (product or service) and regardless of a brand’s market share, establishing its “MOO™-Monumental, One-of-a-kind, Only-ness, should be a #1 priority.
Positioning is the messaging (which oftentimes includes your brand’s pain point solution) that you want your demographic to perceive of when they think of your brand. A strong brand position means that it has a unique, credible and sustainable place in the mind of its audience.
Competition is rife in all industry categories. Because there are so many choices easily available to purchasers nowadays, your brand needs to do more to stand out from the crowd. As a brand, you need to fully occupy and control your chosen niche. Ideally, your brand should reach a point where customers attach some kind of intrinsic value to your brand that they are unable to find elsewhere, the answer to “why” they should choose you over everyone else.
Brand positioning can be tough, because it requires you to clearly and concisely define your brand’s MOO™. Your brand will definitely end up positioned somewhere in the consumer’s mind, regardless of whether you pay particular attention to positioning it or not. Unfortunately, it won’t just fall into favorable placement swimming in the sea of competition. Brand positioning requires careful and deliberate thought and consideration.
The foundation for good brand positioning is knowing your customer and deciding what your brand does best. Why is your business better than others? What is superior or valuable about your brand? Pairing this with your ideal customer is key to unearthing that positioning unicorn. If you know who they are and what they want, then you should know why they come to you to meet their needs, instead of choosing another from their vast array of options.
Stay tuned for our next blog in our 3-part positioning series to read about best practices and exercises the re-tool® team uses with its clients to zero in and refine the all-important positioning statement.