Brand Positioning tips – How to differentiate your brand for growth

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A brand is a powerful means of setting yourself apart from the competition. Whether you’ve garnered the support of your most faithful customers over the decades, or just starting out on your journey to being the next big thing; a solid and attractive brand is the most direct route to achieving your goals. This however is always more easily said than done, and definitely not something that can simply be wished into existence.

In an era of social media and short lived trends there are countless ways of establishing, but also tarnishing your brand almost instantaneously. Like most things in life, a concrete foundation is always necessary in creating anything that will stand the test of time. And if you’ve any hope for captivating the eye of the public and being their preferred choice it is empirical that you know how to understand and navigate the dreaded public relations that accompanies retaining (or taking) your position in the market.

Brand position revolves around the central idea that the perception the public has of your brand ties in directly to how well your business is likely to survive. This element of sustainability is not something easily achieved due to the overwhelming amount of products and services made available from almost any part of the world. Maintaining a strong-hold of clientele can become a warped and defragmented power struggle between yourself and those who are hoping to entice the public with an offering outside of your business strategy.

At the core of brand positioning there are several factors that must be addressed and answered as truthfully and earnestly as possible. To start off, are you able to identify your target market and the specific needs and/or wants of part of the population. Secondly, within which sector or industry do you find yourself? How do you fare against that of your closest competitors and what are you doing to differentiate yourself? Only after this will you be able to address how your products and services are a favourable alternative to what already exists within the market. Next, it’s time to test what sort of promise or guarantee you’re able to offer your customers? Does your offering fulfil its purpose and provide customer satisfaction? What is it about what you’re delivering that is enticing customers to choose you and keep coming back? Lastly, what evidence exists wherein you’re able to demonstrate that your brand can deliver on its promise? This becomes very important in the long-term because most consumers will stick with a brand once it’s shown that it can provide the desired outcome. A brand that is capable of offering evidence of its success, is more than likely to have people coming back for more.

A successful brand relies heavily on two components; namely, its consistency and visibility. Through these components a brand can manipulate what already exists in the market and secure its niched position. The more a customer is exposed to a brand the more they’ll be willing to consider it over that of a competitor. Similarly, your brand is likely to become synonymous with a particular product or service over time if your brand is able to provide the desired outcome on a continuous basis. A business that underestimates the correlation of these components in terms of revenue will seize to hold its share of the market capital in the long run.

Value is something that can be viewed as both subjective and objective. The saying: “one man’s trash is another man’s treasure” is an old, but eternally relevant idiom. The more selective the target market, for example, can hold huge consequences in terms of pricing and availability of an item. Something bespoke in its creation enables a business to capitalise on the value it holds within a certain group of society. Therefore, great care must be taken in the pricing process. In order to maintain the level of desirability and exclusivity, a product must be neither under or over-priced. Something important to consider is that of how a brand is able to highlight its strengths and benefits in comparison to alternatives within the market. Factors such as the vision, mission and culture of a business influences how all those working for a brand are able to deliver on the expectations of stakeholders and clients alike.

Despite all the intricacies that come with either the development or maintenance of a brand it is equally important that there is air of inclusivity available to your client base. This can be achieved through the deliverance of succinct messaging in a way that is appealing and not overly complicated. Remember that your brand’s success is linked to the perception of what it represents. If your clients are unable to relate to a certain campaign, for example, they may feel alienated. This in turn could result in them searching for something more in accordance to what they deem relatable at the time.

business strategy

One way of distinguishing yourself from the crowds could be that of conducting a competitor analysis. This exercise will highlight the strengths and weaknesses of those in competition with you and possibly provide you with the necessary insights as to how you could optimise your brand. As much as it may be a goal of yours to be entirely unique, that is something near unattainable. By embracing your brand’s ethos and mandate, you can distinguish your business from others based on reasons more closely associated with business operations. Efficacy, fast turn-around-times, workmanship, adherence to due-diligence and quality are some of the ways in which one brand can dominate another despite a similar product or service offering.

Over time a brand will yearn to redefine, remodel or refine itself. This could be in response to changes within the micro- or macro-environment. Changes in governance, economic circumstances and society, for example, could all prompt a response from a brand to adjust its position. This is not something to shy away from as adaptability is integral to survival and prosperity.

If you are looking to assess the current position of your brand then JB Strategy Maker could be a noteworthy partner. JB Strategy Maker houses the necessary talent you need to assist you in realising your brand’s potential. You can expect to receive a service bespoke to your needs together with the tools for taking your brand to a yet undiscovered level. Visit their website or request a consultation via phone (Tel:+27 83 274 5464) or email at Otherwise, check them out on YouTube, Pinterest, LinkedIn, Instagram and Facebook.

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