Podcast Show Notes
As an online seller of goods or services, you need to stand out and differentiate yourself from others in your industry. Even though you can’t control your customer’s mind, you can follow a well-defined brand strategy to positively influence your brand positioning in the eyes of your niche audience. Inside this article, I share the three steps to create strong brand positioning.
Brand positioning definition
According to The Branding Journal, effective brand positioning can be described as the extent to which a brand is perceived as favorable, different, and credible in consumers’ minds.
The way you position your personal brand in the mind of your customers is the simple definition of brand positioning.
Your end goal is to create a memorable impression in a customer’s mind. This way they associate something specific and desirable with your brand that differentiates you from the rest of the marketplace.
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brand positioning strategy
The unfortunate reality is that each customer has their own idea of what you are and aren’t.
So while you can’t control this position in their mind, you can follow a well-defined brand strategy to positively influence your brand positioning in the eyes of your niche audience.
Cult Branding Company states, “Positioning is not something you do, but rather, is the result of your customer’s perception of what you do.”
What does brand positioning do?
As you set yourself apart from competitors, brand positioning also helps increase brand recognition, communicate value, and justifies your pricing.
While there are several types of brand positioning strategies you can find online, my focus is on personal branding and how to brand yourself as a distinctive personality for your business.
3 Steps to create brand positioning
So the three steps to create strong brand positioning that I include in my Business Building Roadmap are:
- Brand Messaging
- Visual Branding
- Brand Story
1 – Brand Messaging
So the first step, Brand messaging, is where you set up your unique selling proposition to define your brand and the solution you provide.
Inside this step, you identify your brand voice and how you will express yourself in all your marketing and communication. To help you stay consistent, you want to set up a list of brand words and define your brand adjectives.
This is also the step where you also want to write your niche statement and positioning statement. You must explain what your brand offers to customers and how you do it differently from competitors.
Lastly, by defining your brand method, you’ll set a framework for your offers, products, and services.
So step one, brand messaging, includes Brand Words, Adjectives, Brand Method, Niche Statement, and Positioning Statement.
2 – Visual Branding
The second step to create strong brand positioning is visual branding. This step is where you build a visual memory structure around who you are and the value you offer. First impressions are essential, which is why your brand image should communicate how you want your brand represented.
While you may first think of a logo, brand identity includes many visual elements. These include brand colors and fonts, imagery and graphics, and a style guide.
Successful visual branding should convey your brand personality, help your audience learn about your business, and unite the many parts of your brand through consistent images.
Whether your potential client opens your email newsletter, scrolls past your Instagram post, or reads your blog article online, shared visual branding elements will indicate that it’s your business speaking.
Your potential client starts judging your brand’s quality and attention to detail from their first encounter. Because of this importance, you want to make sure your brand experience echoes the client experience.
3 – Brand Story
The third step to create strong brand positioning is with a brand story. As I shared in episode 73, for you to position yourself as an expert in your field, you must tell your authentic brand story over and over again.
This brand story includes being transparent with your WHY, sharing what encouraged you to get started, your struggles, and the solutions found. This is your chance to welcome people into your journey and inspire an emotional reaction and deeper connection.
How you tell your story will go on to define how you emotionally connect with your audience.
Setting up your brand strategy
Creating a powerful branding strategy is all about pairing your skills with your customers’ expectations and wants.
If you need help sorting through your brand, at CORE Brand Marketing, we offer 1:1 consulting to determine your unique brand strategy and what you stand for.
We want you to attract and retain loyal customers with a strong brand strategy that encompasses your skills, positioning, and sales offers. You can fill out an application for a complimentary discovery call at corebrandmarketing.com.
Recap: Brand Positioning
As you work on positioning your brand in the mind of your potential clients, remember it takes more than a tagline and logo. Your brand positioning strategy needs to include consistent brand messaging, visual language, and your origin story.
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