More than ever before, consumers are faced with a myriad of brands to choose from. Since most of your competitors probably offer similar products and services, to truly stand out, you must consistently deliver a positive, memorable experience each and every time your customers think of or interact with your brand.
Brand positioning is defined as “the process of positioning your brand in your customers’ minds.” Once created, the benefits of a strong brand positioning strategy can run deep for your business: it will drive your marketing strategy, determine customer messaging, spur competition strategy and shape brand value propositions.
Brand positioning leaves a long-lasting impression on your customers. The more they associate positivity with your brand, the more likely they are to purchase from you rather than your competitors. You can use various tactics such as competitive pricing, attractive packaging and exciting promotions to help attract customers and transform them into repeat customers. But in order to achieve this, first you need to determine the best position for your brand.
Why is brand placing important for your business?
STANDING OUT FROM THE CROWD
Everybody knows that brand positioning means standing out from the crowd, and differentiating yourself from your competition. Effective brand positioning means you should be asking yourself if your product can be used in ways that your competitors products can’t.It isn’t enough merely to be different from the competition, though; it’s important to be different from the competition in ways that matter to your market. If your target market is concerned about the environment, informing them of your ecologically friendly manufacturing processes is a great idea. Telling them about how much excess power your device can output when compared to the competition might not be as useful. Stand out, but only in the ways that matter to your market.
STAYING RELEVANT = BRAND PLACING
It’s also vital to find a way to make your brand relevant to your target market. Relevant, in the context of brand positioning, means that you are serving a need or want that your target market is aware of. If your product or service serves a need, or solves a problem that your target market isn’t aware they have, you may need to educate them — show them their problem so you can fix it.
BRAND FIDELITY
When making brand positioning and marketing decisions, it’s important to determine if your decision is in line with your overall brand message. The strongest brand positioning efforts are the ones with a single focused message, one that’s easily assimilated by the market. If you spread your branding message too thinly, or wander off into many directions, your message becomes diluted, muddied, and much less effective.
How does Sentrita place your business as a Brand?
Not a conventional tool, but we at Sentrita Labs, have amazing success stories with this one. Again, we have not changed definitions, but completely turned around the approach, so much so, that we have conceptualized the notion of acceptability and not placement. We clearly understand and propagate one thing – demand is not what one sees or gets but what one needs. Something like giving a vegan an option of a juicy steak when hungry. The option may be relevant to the need but not what is acceptable. Our strategies are also dynamic and follow the real time change policy because again, we know and make our clients understand as well – change is constant and the same may be for desire and demand.
