Brand Positioning – How to Brand Your Business or Website

brand positioning - a person sitting at a desk with a laptop and a coffee cup
Kate Web Development, Branding & Marketing
Looking for advice on how to brand your business or website? Don’t know where to begin with Brand Positioning? Positioning is all about the place a product or service you are offering falls in the minds of your customers or your targeted audience, and in relation to what else is in its marketplace. Positioning is like looking at your country on the map, while branding is taking a magnifying glass to the map so you can get a clearer view of what exactly is happening within the city.

Understanding Brand Positioning

Definition and Importance
Brand positioning refers to the strategy you use to create a distinct image of your brand in the minds of your target audience. Itโ€™s about finding a unique space in the market and consistently delivering on that promise. Effective positioning sets you apart from competitors and establishes a strong connection with your audience. ๐ŸŽฏ

The Difference Between Branding and Positioning
While branding encompasses all the elements that make up your brandโ€™s identity, positioning is the specific spot you carve out in the market. Think of branding as the entire orchestra, and positioning as the melody that stands out. ๐Ÿ“

Top of Mind Awareness & Brand Positioning

If you walked up to someone strolling through the mall and asked them what their favorite shoe store was, they would likely give you two things:

  1. a response, and
  2. a reason why.

The store that they name first would possess something that marketers generally refer to as “top-of-mind awareness.” Being perceived (perception is truth as well) as adding value by your customers is the biggest importance in branding, and a pretty valuable position to be in. If you’re looking for a way on how to brand your business or website, your most important task is to brand yourself apart from what else is out there. ๐ŸŒŸ

With the advent of the internet, there has come to be an increasing amount of opportunity to be unique, and by proxy, it is increasingly necessary to include the internet into your branding strategy. It’s not going anywhere.

Itโ€™s very likely that the woman strolling through the mall who answered your question didnโ€™t even need to be asked why their store was at the top of her mind, but rather, she probably happily admitted, โ€œSallyโ€™s Shoe Store! She has a large variety of shoes, and her employees are great at helping me make the right purchases.โ€ Her reasons are things that she values as a customer and Sallyโ€™s Shoe Storeโ€™s brand image expresses those values better than competitors. You can’t build your brand around simply being here, on the internet, but it’s almost as if you need to ‘bring the party’ to survive. ๐Ÿ›๏ธ

Coca-Cola canMastering Brand Positioning: Find Your Market Position

Brand positioning is the key to success in the competitive marketplace. To effectively fill a position within your market, you must craft a powerful brand positioning strategy statement. Whether you’re branding a business or a blog, this information is invaluable for those venturing into building, branding, managing, and promoting their website. Your positioning strategy revolves around two crucial groups:

  1. customers and audience, and
  2. competitors.

Begin your brand positioning journey by leveraging your strengths to these groups. ๐Ÿ’ช

Your strengths hold significant value, outweighing your competitors’ weaknesses. To create a unique brand positioning strategy statement, ask yourself these essential questions:

  1. What product, service, or information do you offer?
  2. What unique benefit does your offering provide?

For Acquiring Consumers:

  1. Who is your target market, initial buyers, end-users, or both?
  2. What does your target market value?
  3. How will your company sell and deliver the product or service?
  4. Will you market offline or online, or both?
  5. If online, how is your product positioned in search engines? Can your target market find you easily?

For Beating Competitors:

  1. What makes you better than your competitors?
  2. What is your unique selling position against your competitors, and how will you execute it?
  3. How does your pricing differ from your competitors?
  4. How are your competitors positioned online in search engines and the social sphere?

starbucks brand positoning - woman on brown jacket showing green and brown Starbucks coffee cupGaining a Competitive Edge With Brand Positioning

Having gained a comprehensive understanding of how effective positioning can shape your business branding, you may encounter challenges when identifying the ideal market position or finding a niche to fill. In such instances, it is beneficial to explore a range of potential opportunities that align with your brand positioning goals. Consider the following possibilities & opportunities as you navigate this process:

Greatest Quality:

Emphasize your commitment to delivering exceptional quality in your products or services. Position yourself as a brand that consistently exceeds customer expectations, setting the benchmark for excellence within your market. ๐ŸŒŸ

Most Inexpensive:

Showcase your competitive advantage in terms of affordability. Position your brand as the most cost-effective option, offering outstanding value for money without compromising on quality. ๐Ÿ’ฐ

Most Prestigious:

Cultivate an image of exclusivity and prestige. Position your brand as the choice for those seeking luxury, elegance, and status. Highlight unique features or craftsmanship that elevate your offerings above others in the market. ๐Ÿ‘‘

Leader in Innovation and Design:

Position yourself as a frontrunner in terms of innovation and design. Showcase your ability to anticipate and meet evolving customer needs, delivering cutting-edge solutions and captivating aesthetics. ๐Ÿš€

Leader in Performance (Convenience, Reliability, Durability, Safety):

Highlight your brand’s commitment to exceptional performance across various dimensions. Whether it’s convenience, reliability, durability, or safety, position yourself as the brand that consistently outperforms competitors in these crucial aspects. ๐Ÿ”ง

Fast Delivery:

Emphasize your efficiency and speed in delivering products or services. Position your brand as the go-to choice for customers who value prompt and reliable order fulfillment, enabling them to meet their needs without delay. ๐Ÿšš

Search Engine Authority:

Establish a strong online presence and optimize your brand’s visibility in search engine results. Position your brand as an authority in your industry, making it easy for your target audience to find and engage with your offerings. ๐Ÿ”

Viral Social Presence:

Leverage the power of social media to cultivate a strong and engaging online community. Position your brand as one that captivates and influences through viral content, fostering brand loyalty and amplifying your reach. ๐Ÿ“ฑ

By considering these potential opportunities for brand positioning, you can strategically align your business with the desires and expectations of your target market. Choose the positioning that best resonates with your brand’s strengths and values, allowing you to carve a distinctive space in the minds of your customers and stand out amidst competition.

Check out this study from Oxford that shows the importance of branding in everyday life!

Conclusion

Mastering brand positioning is an essential endeavor for any business or website seeking to thrive in a competitive marketplace. By diligently crafting a powerful brand positioning strategy statement, leveraging your strengths, and differentiating yourself from competitors, you can establish a unique market position that resonates with your target audience. Remember to cultivate a compelling brand identity, consistently communicate your positioning strategy, and adapt to market dynamics to maintain relevance and success.

Embrace the power of brand positioning as a compass that guides your marketing strategy, ensuring consistent messaging, and delivering exceptional value. By staying true to your positioning strategy and continuously refining it, you can confidently navigate the ever-evolving landscape of business and make your mark.

So, take the knowledge gained from this guide, implement it with purpose, and let brand positioning propel your business or website to new heights of success. Stand out, captivate your audience, and carve your unique path in the hearts and minds of customers. Remember, brand positioning is not merely a strategy; it is a journey that leads to brand excellence and enduring prosperity. ๐ŸŒŸโœจ

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