When you think of your brand, what comes to mind? How is your brand perceived by your customers, and does it align with your vision?
Once you master brand positioning, you can guide customers your way, and stand out from your competitors with ease. Still figuring out how to get there? Read on to learn more.
What is brand positioning?
Brand positioning is all about finding your unique place within your market and industry, it’s the art of carving out a distinctive place for your brand within the minds of consumers. Retail and ecommerce are competitive, so standing out within your niche, and crafting a message that resonates with your target audience and sets you apart from competitors is crucial to success.
The pillars of brand positioning can be found in three key elements.
Target audience
Identifying and understanding your audience is key. Who are they? What are their preferences, needs, and pain points? Aligning your brand with the right demographic is a crucial element of effective brand positioning.
Differentiating yourself
What sets your brand apart, what is your USP? Whether it's your unique product offering, innovative features, or unmatched customer service — your brand’s value and unique offering forms the foundation of your brand positioning strategy.
Staying relevant
Your brand must be relevant to your audience's lives. You should be offering solutions or experiences that address and can adapt to meet your customers where they’re at.
How to position your brand
Now that we've untangled the concept, let's talk about the practical steps you need to know to effectively position your brand.
Know your brand, know the competition
Do a thorough audit and analyse your brand for weak spots. What does your brand stand for? What are you promising your customers, and are you delivering effectively? Perhaps there’s a lack of consistency in your social presence and posting. Or maybe your promotional strategy is damaging your brand’s perceived value in the eyes of your customers.
Try to be as honest and objective as possible here. Equally, what is your brand doing really well. Perhaps your customer support team is killing it, and reviews and feedback are glowing. Maybe customers remark on the quality or originality of your products or services. Or perhaps your social media engagement is on the up. How can you channel the good things into further positive action? In these example, perhaps you invest further in your social presence, leverage the engagement to pull some valuable insights and feedback. Receiving positive reviews thanks to your stellar customer service? Use them to bolster your marketing efforts. Include testimonials and particularly complimentary reviews in your paid advertising, on your social feeds, and more.
Now, scrutinise what your competitors are doing. What are they doing well that you could learn from? Where aren’t they doing so well, and are there any gaps you can fill? This kind of analysis is extremely valuable in helping you figure out how to position your brand in relation to your competition and stand out from the crowd.
Define your unique value proposition (UVP)
We often hear about unique selling points (USP), but what is a unique value proposition? Where a USP focuses on the benefits and features of the product or service that are unique to your brand, the subtle difference here is that a UVP focuses on the value your customers receive from said products and services, and uses this to inform further brand strategy and product development.
Segment your audience
Not all consumers are created equal. Identify segments within your target audience and tailor your messaging and positioning to resonate with each group's unique preferences. However, maintain consistency throughout. It’s not about changing your messaging or brand values completely, but more about highlighting and prioritising or emphasising certain facets of your brand identity to appeal to different segments where relevant.
Cement your brand narrative
Humans love and are wired to respond to stories. Craft your brand’s narrative and implement it across your website, branding, social identity, visuals etc. We’re talking brand origins, values, and a mission statement. These are the things that help customers buy into your bran, your unique story. And remember, authenticity is key here. Customers are always searching for genuine connections. Enforce this through consistency across all areas of your brand identity.
Get your brand in alignment
Brand positioning is like a compass, it’s what can help guide customers your way in your direction amidst a sea of choice. As you come to understand your customers, you can better lean into your unique offering and differentiate yourself. So, go forth with confidence, and get started on your brand positioning strategy today. While you’re at it, why not check out some of these relevant CREOATE blog articles, too?
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