Building a brand takes time and planning. After all, you want to build a brand your customers will rally around. When you build a strong brand, they’ll understand who you are, what you offer and why they should do business with you. And, better yet, they’ll talk about you in the best possible way.
Before you get there, there are a number of steps to take. One is to determine your brand positioning. It’s a critical piece of the branding puzzle and a clear statement of what your brand is all about.
It’s important to note that there are different types of positioning statements. You may choose to emphasize the superior value or quality of your products, performance or unique benefits. You might differentiate yourself based on personal or business values or on price alone.
“At Nike, we’re committed to creating a better, more sustainable future for our people, planet, and communities through the power of sport.”
As you can see from this Nike example, a positioning statement doesn’t have to ramble on. Keep it simple, but clear.
Let’s break down the parts.
Start by asking yourself these questions. How do you want to be perceived in the market relative to your competitors? What do you offer that’s different? Does your product or service offer unique benefits or qualities?
Target market
Who is the target audience you want to reach? It may seem fairly broad, but try to narrow it down. Who is most interested in your product and why? The more specific you can be the better. Also consider your target’s decision-making process and the best places to reach them.
Brand name
This might seem pretty straightforward but dig a little deeper. How will your target feel about the name you’re promoting? Will it resonate with them or will it offend them?
Unique differentiator
What do you offer that no one else does? There may be 10 canoe brands on the market. What makes your canoe different? Do you offer a benefit like no one else?
Reason to believe
Another important element is uncovering a “reason to believe.” How can you back up the claim you’re about to make to your audience? Why should they believe you?
In a nutshell, your position statement relays your audience, your brand name, your differentiator and why.
An ongoing process
It’s a good idea to involve your team in a brand project. They’ll provide varying opinions from their own points of view and experience and they’ll better understand the brand they’re promoting.
Like your brand overall, positioning statements are not a one and done. Although they’re primarily for internal use, you should revisit your positioning statement regularly.
Creating a strong brand identity is an ongoing process that requires attention to detail, consistency and a deep understanding of your audience.
What are some of your favourite brands and why?
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