How do customers and prospects see your brand? Good, bad, so-so, wow? Their perceptions, of course, depend on the impact of your brand positioning. But is image-building the only objective of a positioning strategy? Despite what certain people profess, the answer is ‘nay’. Image creation is just the first step en route to a bigger goal.
The next and most important step is connecting your brand with a specific consumer benefit – a benefit supremely and personally relevant to the intended shopper. Call it positioning with a purpose. Which purpose, of course, depends on something called customer priorities.
Positioning may, for instance, target consumers driven by a deep yearning for respectful, responsive treatment. The nerve of them. Taking their demanding nature as a cue, you’ll want to give your positioning message a customer-service bent. Keep all other bents out of the picture. They’ll only confuse matters. You’re focusing on the biggies -- user-friendliness, efficiency, cordiality, and admiration for all of earth’s creatures. Testimonials come in particularly handy when traveling these waters.
Now what if you’re facing fierce sticklers for deep savings? Clearly, competitive pricing is your focal point. No compromising here. You’re going with positioning strategies that emphasize cost-cutting and minimum wallet invasions.
Could it be your brand is squeezed into an overcrowded field? For this common curse, differentiating strategies are indicated. Follow a course that pushes your brand front and center, relegating the competition to also-ran status.
But wait, there’s more. Brands also can employ purposeful positioning strategies that emphasize convenience, quality, and many other amazing benefits. But whatever option is employed, always focus on a single purpose. Benefit blending is strictly forbidden. Which means, don’t mix convenience and price advantage into a single positioning message. It’s one or the other. Unless, of course, your objective is to dilute your message, divide shopper attention, and generate irreparable confusion.
If you have questions or comments about brand positioning, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.