There are many ways to go about creating your Brand Positioning Strategy. Our Guest Blogger Mia Clarke has already mentioned some great points when we talked about the guide questions you should keep in mind when discussing your Brand Positioning: Successful Brand Positioning Process.
Now, we will incorporate these questions with other steps that you should take when you go through the process of developing your Brand Positioning Strategy.
Apply these steps to build a successful Brand Positioning Strategy for long lasting results.
Identify your Target Market
According to the dictionary, a target market is a particular group of consumers at which a product or service is aimed at. A copywriter needs to know who it is talking to. Knowing your target market and what they want will help you in making your marketing efforts more strategic. It also helps your copywriter write in a tone that will be appealing to your target audience. Have in mind that you can learn more about consumers and the right people to target through research, focus groups and market trends.
Study your Competitors
You need to understand your competition so that you can set yourself apart from them.
Research about what your competitors are offering as well as their marketing tactics. Once you have done a competitor analysis, your insights will help you decide on a plan that you and your copywriter can implement to give your brand a competitive edge.
Conduct SWOT analysis
Conduct an honest assessment of your brand and analyze how it stands up against your competition. Knowing your Strengths, Weaknesses, Opportunities and Threats (SWOT) will help you narrow down your best-selling points and any gaps you should be addressing.
Identify Brand Unique Selling Proposition
Knowing your unique selling proposition is essential to your Brand Positioning Strategy. After analyzing your customers, your competition and even your brand, you should highlight what makes it stand out. Differentiation is key when it comes to catching consumers’ attention. Your unique selling proposition will help your copywriter create effective copy so that your target customers remember your brand.
Create Brand Positioning Statement
A Brand Positioning Statement is a brief description of a product or service and how the product or service fills a particular need for the target market. It is a statement of how you want your brand to be perceived. In the eyes of your copywriter, it is a guide that will shape all the communications that he or she will develop so that the messaging is consistent and aligned with your brand.
A real-life example of an excellent brand positioning statement is the one from Apple. “For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.”
Define Brand Identity
Your Brand Identity consists of the visible elements of your brand such as its logo, color, design and other components that identify and distinguish your brand in the mind of consumers. Your copywriter will take note of incorporating your brand identity in any copy that he or she creates so that your target customers will recognize your brand.
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