Brand Positioning and why it is crucial for your business

Brand Positioning is a term coined by Al Reis and Jack Trout some 30 years ago in their book titled  Positioning: The Battle for Your Mind, 20th Anniversary Edition Some things have certainly changed, but the principles still remain true. And while they may be speaking directly to businesses competing in an oligopoly with the directive to own a single word in the mind of your market, where it is simpler to do so, owning a distinct value position is just as important in a market of any other size.

What is Brand Positioning?

It is the distinct meaning, feeling or promise that is immediately associated in the mind of your market when they hear or see your brand.

Brand Positioning starts with understanding who the key potential clients are that you can provide greatest value for. Then knowing where to find them, what the optimal price point is, and the single most distinct and untapped story, or key attributes, that when used correctly will get them to buy from you over your competition, whether or not they are in the market to buy right now.

Armed with these insights, you then build a remarkable brand identity (logo, packaging, marketing material, etc), culture and value proposition that distinctly addresses each of the key discoveries to position your business as the only reasonable choice for these prospects.

So, how do you do position your brand?

Research

Study your clients, prospective clients and your competitors.

Define your main key buyer profiles or personas. It is common to have a hand full of different key buyers. Create a written profile – a buyer persona – for each of these buyers by asking questions like: Who they are? What are their responsibilities and challenges? How do your solutions fit for their particular challenges? What are their buying influences? And anything else that helps you understand how to sell to this buyer. It is helpful to give each buyer persona a name and describe their physical characteristics. Use these buyer personas as the target for your business communications. For more great information and insights into creating buyer personas I recommend you visit: webinknow.com and buyerpersona.com

Understand the true value of what you provide. Poll your current clients to learn where they believe you have provided them the most value and how they would explain it to a friend or colleague in their own words. At the same time you may also want to check the relevancy of your offerings for them at this time.

Talk with your prospective clients to see what value they are looking for from your business. Your prospective clients can tell you what they need or want which you are not currently offering. The answers may uncover a real void in the market just waiting for you to fill it. In some cases this could open up a completely new niche category for you to create and own.

Study your competition to know what the stories and value propositions they are using so you can understand the landscape and be able to be unique or distinct when creating yours.

Learn what other leading brands servicing comparative price points in different industries look like to your client. Consider their style, aesthetics and level of quality of design.

Create

Find the single most distinct and untapped value statement and build your brand around it.

These next processes can be very challenging. It is helpful to remember that while you are very important to your business, you are in most cases not the buyer of your offerings, so you need to step outside of your perspective during this stage and take the perspective of your primary buyer persona. It is also quite valuable to put together an advisory board of some of your clients and prospects to use for regular feedback during the development of these elements.

All the research you have done has given you a wealth of information to use to create your value proposition. More on value propositions here. A value proposition is your core brand story. It is the collection of reasons your clients buy from you. In it you differentiate your business from your competition and articulate the distinct value you provide, substantiated with examples of how you have helped similar businesses to those you are targeting. With a strong value proposition you are most of the way there and you lay the foundation for all your marketing efforts.

Next create a distinct, compelling and a sticky tagline (See Made to Stick: Why Some Ideas Survive and Others Die) or core message (sticky: short, succinct, easily visualised, interesting and immediately memorable). This should be an ultra-condensed version of your value proposition, ideally around three words long. This becomes the essence of your brand position.

Then build your brand identity and collateral material to look like you belong in the price bracket you are aiming at. The quality level communicated by your brand, in each and every client contact point, will impact on the price point you can demand.

Deliver

Make every aspect of your business clearly and authentically communicate your core message.

This means every single point of contact that your clients can encounter with your business needs to be consistent. From your signs, brochures, website, through to your on hold audio, it all needs to be about delivering your core message. This especially includes the way your staff interacts with your clients. Engraining your core message (by way of core values) into your company culture and then hiring specifically to fit it, can in some cases be more important than any other single touch point.

Evolve

Frequently check the pulse of your brand and evolve to fit the changes that naturally occur.

This is about staying current and relevant with your brand position and your offerings. A simple way to do this is continue to talk with your current and prospective clients regularly to see what they believe the value you provide is and that it is still relevant to them with the changing time. They can tell you what you are not currently offering that could help them which may turn into a completely new niche category for you to own. It is about listening for the new possibilities and evolving your brand position to suit.

I look forward to the questions that arise. Feel free to ask them below, or email me directly.

Related Posts

Showing 2 comments
  • Rhonda McGuire
    Reply

    Hello Luke

    I’ve just read your article and congratulate you on a well explained page. Your website looks terrific. Your business seems to have grown exponentially since you completed the mentor program at sutherland bec.

    Well done..

  • Rhonda McGuire
    Reply

    Hello Luke

    I’ve just read your article and congratulate you on a well explained page. Your website looks terrific. Your business seems to have grown exponentially since you completed the mentor program at sutherland bec.

    Well done..

Leave a Comment

Humbling Words From Awesome People

  • The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.

    Geoff Walker Sydney Massage Time Pty Ltd
  • I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.

    Annette Wright InfoGenesis Pty Limited
  • One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.

    Rodney Marks Hoax Speaker
  • I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.

    Shane Wisniewski Wesfarmers Industrial and Safety
  • I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.

    Mark Capelin Tribe Social Fitness
  • Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.

    Kim Lie Jom Complete Health Chiropractic
  • The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.

    M Levonian William, Thyme & Prophet / Report Factory
  • A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.

    Lucette King NSW Department of Education
  • High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.

    Syed Mujtuba Crescent Wealth
  • Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!

    Jeremy Chen Claytan Australia
  • Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.

    Ross Thompson JHA Engineers
  • Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.

    Alexander Bont BONT
  • Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.

    Claude Di Ciano Richardson & Wrench Willoughby
  • Love their vision, love their work and mostly love the team!

    C. S. Chen Claytan Australia
  • The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.

    Mende Seljanovski Enth° Projects
  • The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.

    Matt Malouf The Fortune Institute
  • Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.

    Darren Vardy Insolvency Options

We Love Helping Good People Grow Their Brands

We’re ready to help make your brand something to rave about.

Working with us is super easy.

Step 1:

Step 1:

Book a free consultation

Step 2:

Step 2:

Allow us to craft a plan for you

Step 3:

Step 3:

We’ll implement it together