The most important word in marketing is “Attention”. Every company is seeking to get the attention of its current and prospective customers. The company that can grab the attention of their target market makes the money in the market.
People are very busy these days. They are thinking about a lot of things at any moment in time. Apart from that, there’s a lot of information overdose, which makes it very difficult to get into the mind and relate well with them!
This is where brand positioning comes.
Brand positioning is the strategy you use to position your brand in the mind of your current and potential customers. And this takes place when a company makes its customers remember something special about them when they think about them.
The questions are:
- What does your company stand for?
- Where does your company fit in the market?
- Why does your company exist in business?
- What makes your company unique?
By understanding the dynamics of your company, you can be able to position your brand in the mind of your customers. And when you position your brand in the mind of your customers, your company comes first when the customer is making product/service decisions that deal with your field.
I like how BJ Bueno & Scott Jeffery from Cult Branding puts brand positioning. I can’t help but quote them, “The goal [of brand positioning] is to create a unique impression in the customer’s mind so that the customer associates something specific or desirable with your brand distinct from the rest of the marketplace.”
Don Sexton also said, “If you are known for something special, then you know something about marketing—whether by training or by instinct. If not then, you’re offering the world commodities—the worst word in marketing.”
Whatever be the case, you want to be known for something special.
You want your target market to remember something special about your company. And that “something special” is not going to just drop into their mind; you have to position it in their mind. That’s where brand positioning comes!!!
Basically, there are three ways to position your brand in the mind of your customers:
- By identifying your brand statement
- By communicating your brand through marketing
- By communication your brand statement through operations
What’s Your Brand Statement?
Your brand statement is a summary of what your brand stands for; who you are, where you fit in the market and why you exist in business. Your brand statement is the three to five words that create that unique impression in the customer’s mind.
At Think Expand, our brand statement is “Promoting business growth through digital technologies” And we do this through our step by step proven content marketing system. We have designed the Advance digital Marketing Solution to promote business growth through the following:
- Attract target customers
- Strengthen customer relationships
- Position the business as an expert in the field
- Keep the brand on top of the customer’s mind
- Generate new leads for business growth
That brand statement is the soul and heart of the company. It is who we are and what we’re about in business. That is our core value! That is exactly what we intend to go through our business operations: to leverage digital technologies to promote business growth.
Communicate Your Brand Statement through Marketing
Once you know what your brand stands for, what next?
You have to communicate your brand statement. You have to tie all your marketing, promotions and advertising to say one thing—your brand statement! Ideally, your brand statement is the mission of your company of the mission of your company in summary!
All your social media marketing, search engine marketing, content marketing, mobile marketing, event marketing, local search marketing, and all traditional marketing must speak the same thing. It must communicate your brand statement.
This is what is actually called, “Brand Marketing Campaign.” It is the same marketing strategy that made Apple the most valuable brand in the world! It is by marketing and promoting your brand that you attract target customers, strengthen customer relationships and build the perception in your customers’ mind as being the best in your field
To position your brand in the mind of the customer, you have to stay consistent in your brand communications. You have to be saying the same thing over and over again—your brand statement—in different ways and through different media until your target customers begin to relate your brand to something unique and particular.
Communicate Your Brand Statement through Operations
To position your brand in the mind of the customer, you must not only communicate your brand statement through your marketing but also through your operations. Your production, inventory, accounting, distribution, and any other business operating system must speak the same thing—your brand statement!
In short, to position your brand in the mind of your customer, your business operations, operations team and management team must be designed in a way that they communicate your brand statement every single business day.
It is this focus and consistency of saying the same thing—your brand statement—through marketing and operations over a long period of time that leads to brand positioning in the market place and also differentiating your business from your competitors!!!
What are you doing today to build your brand?
What are you doing today to make your brand stand out?
What are you doing today to keep your brand in the mind and heart of your customers?
What are you doing today to attract and build a strong brand for your business?