Positioning your brand is an important part of creating a strong and recognisable brand. It helps you to create a unique impression in your customer’s mind, relating your brand to a product or service that is distinct from the rest of the marketplace.
Brand positioning will happen whether you plan it or not, however if you take a planned approach to it you can control where it goes and make a positive influence in your customers mind. Your positioning should influence every interaction your company has with a customer, from the way sales interacts with customers to the copy on your website and social media.
To help you create a simple positioning guide we have collected these 6 steps that will give you and your marketing the direction it needs:
20 year roadmap
Now 5 years 10 years 15 years 20 years
Think about what you will be doing at each of these future dates. You might be wondering, what’s the point of imagining we’ll be doing 20 years from now? If you are wondering that, don’t worry, we understand and so don’t take this activity too seriously. Nobody will expect you to keep to this roadmap, the point of this is to get your team to start thinking about the lifetime of your brand and how this project can map in with that.
What, how, why
You need to know WHY you’re in business - Sinek’s TED talk. When a company has a strong motivation and that motivation shines through, customers buy the product. Why brands are stronger.
Use phrases or sentences. Tech or approach that sets you apart from the competition. The reason you get out of bed in the morning.
Coming up with a great why sounds basic. It’s not. It’s surprisingly hard. Encourage your CEO or founder to be idealistic and remember why they started this company or took this job.
Top 3 values
I know “company values” sounds like consultant jargon, but it’s just another way of saying “stuff that really matters to us” or, better yet, “decision-making principles”. This will help to define how your company acts and what style your copy or design will take in the future.
Top 3 audiences
You need to know who you are talking too, and with this exercise you can quickly decide whose opinion you really care about. These could be categories such as ‘athletes’ or segments like ‘runners’, you could even use people or companies in your industry to show this.
You should use these sliders (or create your own set) to give a visual representation of how your company acts and how you want to be perceived. This will then help you to create design and marketing to fit your brand and will keep everything consistent. As we all know, consistency is king.
Don’t be afraid to be on the more serious end of the spectrum, this might be what differentiates you from your competitors and gives you the edge.
Use this exercise to visually show where you position yourself against your competitors. It is best to plot competitors first and then add yourself on last so you can find your own niche communication style.
Follow these steps in our fillable PDF to make your own positioning document that can be shared with all the relevant parties. This will make campaign planning easier and more consistent if using outsourced marketing or running an employee advocacy programme.
For help with your positioning, branding and marketing get in touch with us now!
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