Written by Lien Design ©2017
Brand positioning is the process of positioning your brand in the mind of your customers; how you want them to define your brand. This is key in the early stages of developing your product, as it will establish your product’s identity and the way it is perceived. California branding and design company, Lien Design understands the many facets of brand positioning and they can help give your product a relatable and unique identity.
When thinking of brand positioning, there are many things to consider. You may want to start by asking yourself a few questions:
· Who is my target customer?
· What category is my brand competing in and what is its relevance to its customer base?
· What is most relevant about my brand in relation to what my customers are looking for?
· What evidence do I have that my brand is a trustworthy and effective product?
· Who are my competitors and how can I stand out from the pack?
Now it is time to create a positioning idea. Part of this is developing a positioning statement. A positioning statement is a one or two sentence declaration that communicates the value of your brand in relation to your competitors. Think about reaching out to your target customers specifically, using your brand name and mentioning your brand promise.
Taglines and slogans are also an important part of brand positioning. These are shorter, catchier phrases that convey the essence of the brand and might also get stuck in your customers mind.
Unfortunately, no matter how hard you work on your brand positioning, it is ultimately up to the customer to form an opinion of your brand. You can not force that opinion upon them, but there are ways to give your brand a strong identity that will stick in their minds. To do this, you must convey your brand’s identity in every aspect of what you do. Start from within your brand, think of everything it represents and every point of interaction you have with your customer base. Decide what your brand stands for and actively convey this position in your marketing.
Once you have developed a strategy for brand positioning, you should make sure it is one you are happy with. Because it is so essential in developing the identity of your brand, you don’t want to second guess it and have to think about changing it at some point down the road. Ask yourself questions like:
· Is my brand positioning memorable?
· Does it enable growth?
· Does it convey the uniqueness of my company?
· Is it consistent?
· Is it original?
· Will it stand up to competitor’s attacks?
· Is it easy to understand?
Successful brand positioning is not easy and there are many components involved. To make sure you are doing all you can to make your company stand out through brand positioning, consult experts like San Diego’s premier branding and graphic design company, Lien Design. They are sure to help you make your company stand head and shoulders above the rest.