Why Brand Positioning Is Crucial To Business Growth

So you have an amazing product or service—great! Chances are, you’re searching for ways to sell it to the masses, which is where brand positioning comes in. You need to create an engaging customer experience across all of your marketing channels to not only let your customers know why your product/service is simply the best but also why it’s better than all the rest—Tina Turner, anyone?

In other words, brand positioning is a crucial part of growing your business and standing out from your competitors.

 

What Is Brand Positioning?

Brand positioning is the process of establishing your brand or business as one that’s worth following, supporting, and buying from. Don’t think about what you do; think about how and why you do it.

When you define your brand positioning strategy, you explore and identify what makes your brand stand out from the competition in order to occupy a specific place in your target audience’s mind. Refining your positioning allows you to break through the noise of your competitors and speak directly to your ideal customers, establishing your brand as a clear entity.

Why Is Brand Positioning Important?

Positioning your brand allows you to clearly communicate your business’s identity to your consumers, letting them know who you serve, why you’re unique, and why your products or services are the best ones for them to purchase.

When it comes to that purchase, brand positioning can also help you justify your prices. You don’t have to cut prices on your products just to get people to buy them. If your products are high quality and made from exclusive, rare, or ethically sourced materials (the list goes on), use those factors to justify their value and position your brand. These specific details set you apart from your competitors and almost always encourage, rather than discourage, customers to buy. On the other hand, if your products/services are more affordable than the competition, use that point to identify your brand.

Brand positioning offers many opportunities to be creative. Your business might be in a saturated market, but an innovative, creative strategy will make a difference every time for potential customers because they’ll notice in the crowd.

How Can I Position My Brand Successfully?

  • Identify unique selling points. Positioning is all about identifying what makes your brand unique, so be unique! It’s great to look at your competitors while you develop a brand positioning strategy, but don’t copy them. Find your unique selling points and make those the focus of your brand.
  • Stay relevant to your audience. While you’re identifying what makes your brand unique, make sure that what you come up with is relevant to your audience. Customers want to know that the product/service they’re investing in is important to them. Identifying what matters most to your clients is a crucial part of your brand strategy.
  • Maintain brand direction. Staying relevant to your audience will inevitably lead to slight changes in your brand positioning over time, but stay clear and consistent with what your brand stands to experience positive growth. If it helps, think about what you want your business to represent in 5, 10, or even 20 years.
  • Build trust with your audience. Establishing trust with your customers is key to business growth. As you develop your brand positioning strategy, make sure that everything you write, say, or present about your company connects with your audience on some level. This will help customers understand your brand and keep them coming back.

At the end of the day, consumers want decisions to be easy for them. They don’t want to sift through 20 brands just to find the right product or service. Brand positioning triggers an emotional response from your audience and allows them to make a quick and easy decision to buy from you over anyone else.

Want help with brand positioning? Let’s chat!

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