Oct 082015
 

brand positioning

Purpose of Brand Positioning

I personally ascribe to the notion that a brand must have a purpose, a focus, a reason and a goal.

Brand Positioning Definition:

"The brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. • A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer."

Read the entire article

Great Brand Positioning Taglines:

The following great taglines speak volumes about their brand:

Apple: "Think Different"
McDonald's: "I'm Lovin' It"
Nike: "Just Do It"
State Farm: "Like a Good Neighbor, State Farm is There"

Taglines can propel a company in a positive direction.  Taglines put the competition on notice that they "own" a particular market segment.  A tagline can set the corporate culture and a tagline can create fierce loyalty from consumers to a brand.

I only mentioned taglines because they demonstrate "brand positioning".

Brand Positioning, getting started:

Looking at the above taglines now think how you would define your corporation, its products, and services.

  • Are your services to broad to define a unique market position?
  • What are the benefits that your services provide?
  • How are your products better than your competitions?
  • What is your "claim" to a market segment?
  • What are your unique abilities?
  • On what do your clients compliment you?
  • What "feeling" do you wish your brand would invoke?

Now you will need to some spend some to determine profits, margins, and costs.  Take the time to see what price points are expected in a certain market, how you can add value to increase your price point and how you can position your brand as a leader in a niche market.

Resources:

Written by RapidPage

Oct 072015
 

Building Your Brand

Brand Purpose:

A brand gives a company a recognizable face, it defines your company mission, it states quality expectations and it creates a community.

What does Forbes say about "brand"? Click here

Definition

brand  (brănd)
n.
1.
a. A trademark or distinctive name identifying a product, service, or organization.
b. A product or service so identified: bought a popular brand of soap.
c. An association of positive qualities with a widely recognized name, as of a product line or celebrity: The company tried to improve its brand by donating money to charity.
d. A distinctive category; a particular kind: a brand of comedy that I do not care for.

Read entire definition

Why is a brand so important?

In my opinion when we think brand we think Apple, IBM, Microsoft, McDonald's and for good reason, they are all in the top ten of Brand Recognition. Having top recognition means less work for your advertising team, but more work for your marketing team keeping your brand value high.  Brand recognition means that your not having to fight for sales by using price as your message.  And if you're in a close fight for a sale, your brand can win the day, it's really hard for your competition to fight when your brand is so recognisable that your competition can only compete on price.

How to Build your Brand?

  • Get professional help along the way.
  • Know your strengths and fix your weaknesses.
  • Know your competition
  • How do your products and services positively impact your users?
  • What is your niche?
  • Get rid of conflicting products/services.
  • Price is not a brand, it's a technique!
  • Being technical is not a brand, how your brand technology positively impacts your clients is your brand strength!
  • Being smart is not branding, how your intelligence is applied is another brand strength.
  • Being in business for 50 years is not branding, it is the strength of your brand.
  • Word of mouth marketing is not a technique, it is expecting clients to be your spokesperson and that is too risky, build your brand, and project your voice!

This topic is far too large and complex so I have added some resources below.

Resources:

Oct 062015
 

Protect Your Brand

When we look at branding, Apple is the #1 brand, it is known for being high-tech, high quality, that they develop products for the creative mind and their products have leading edge technology.  BMW is the #1 car brand and a brand that is so strong that they are reducing the number of models in their Mini Brand to make their brand even stronger!

Mixing missions or target markets within a single brand can be disastrous (classic coke) and it may send mixed messages to the prospective buyer (Ford Edsel)

Stay brand focused

Mixed branding may also confuse your designers and developers, and it can take years to recover when one deviates from their core business. (Microsoft disaster with windows 8)

Avoid Variation

Product variation invariably cuts into your core business revenue. (Read about Snapple)

Entry Level Trap (low price)

Setting up or even entertaining an "entry level" product may devalue your brand and then your marketing approach becomes a race to the bottom!

Upgrades may not work as expected.

This is very similar to offering too many choices so do not plan on a client upgrading, they might just get upset that your nickel and diming them. (See cable TV pricing)

Keep It Simple

Keep the sale forward keep by keeping selections/models/plans simple, and limit choices. On the other hand, if you offer no choices that may stall the process because prospects need a selection to make informed decisions, however, too many choices may delay the process because too many choices mean no decision.

Protect Your Brand

Whatever your decision, protect your brand, for it takes a long time to fix if you take it in the wrong direction.