Whether you have a small or big business, you need to ensure that you strategically position your business. It is also imperative to know the best possible competitive angle so that you can clearly differentiate from your competitor(s) and offer a unique brand promise.
Probably the most important part of your brand positioning strategy is creating an attribute or multiple attributes that gives some value to your target audience. For example, let’s say you are a financial consultant, you need to focus on a singular or multiple attributes such as integrity and trust that will incite excitement amongst your prospects. Your content, creative and campaigns need to be revolved around this key attribute.
Tips: You need to build trust through your content that you will promise a clear benefit and how it is different from others.
To know perfectly your target audience and appeal to their quirks, preferences and attitudes can a great brand positioning strategy. You need to create a target audience positioning to build a persona, a description of a specific person who represents the group. This is the best way to visualize what makes your target group excites about.
Tips: While niching your brand, do not worry about losing customers because it is counterintuitive. Rather focus on the target group to catch bigger fish.
Being the first in a category is powerful. It
The hard way, you need to create a whole new category from the beginning. It is more holistic but it has a disadvantage. It demands a certain amount of genius to form a new category.
The easier way principally requires a strong sense of creativity (but not genius). You can find an existing category and carve out a subset of that category that is unique. Most importantly, you as a brander package your product with a name that you are first in.
As much as we admire the prestige and strength of a leader, we also respect a gusty rebel. We remember underdogs who defy convention and don’t follow establishments.
In a way, the maverick strategy is reverse positioning. It means branding as an antidote to the market leader by positioning the leader’s strength as a weakness. It portrays the leadership’s establishment as an “evil empire”.
Charitable work, also you can call CSR activities can be a brand differentiator in a crowded marketplace. Blending business with charitable works as a brand strategy is a good public relation. It helps to create a standout position in the market.
TOMS Shoes campaign started with the tagline “With every pair of shoes you purchase, TOMS will give a new pair of shoes to a child in need.” Blake Mycoskie, a young entrepreneur behind TOMS Shoes once roaming around Buenos Aires where he saw wealthy people distributed torn shoes to poor village children. He discovered that many kids in Argentina couldn’t go to school because they didn’t have shoes.This incident led to the formation of TOMS Shoes (Tomorrow Shoes). The brand’s tagline, “One for One,” communicates the brand’s mission of the shoe giveaway.