Branding plays an essential role in a business’ development: studies show consistent brand presentation increases revenue up to 23%*. Each piece of content – ads, website, social media, etc. — should communicate your business’ core values. Following are steps to ensure your marketing efforts are aligned with your brand:
- Define the Core Elements of Strategic Market Positioning
- Target Market: Define and target your ideal customer so that your message resonates.
- Market Category: Determine your competition and how to position your brand against them.
- Customer Concerns: Address customers’ issues and provide a solution.
- Brand Promise: Outline what consumers will gain from using your product/service.
- Mission: Establish your approach, objectives and goals.
- Brand Identity/Values: Execute the personality of your business, both visible (e.g. logo, design, etc.) and less visible (e.g. values, voice, etc.), to set you apart and gain recognition.
- Create a Positioning Statement
- A positioning statement is an internal tool used to align your marketing efforts, and describes how your product/service fills a need of your target market. It emphasizes your brand’s identity, purpose, and distinguishing features:
- Who you serve
- What you offer them
- How you offer it
- Why you do what you do
- How this compares to what’s already out there
- Tips for Writing a Positioning Statement
- Keep it brief, concise and to the point, aiming for no more than five sentences.
- Make it unique and memorable, highlighting the distinctive qualities of your brand.
- Remain true to your brand and reflect your business’ core values.
- State who your customers are and how you help them.
- Communicate how your business differs from the competition.
- Keep it clear for use as a guideline to ensure that your business decisions align with your brand.
Your positioning statement should provide room for growth as your business matures and products/services change. Be sure to consistently market your brand and develop an ongoing message across all platforms.
Source: Meredith Hart, Hubspot.com; *lucidpress.com