Identify your direct competitors. Understand how each competitor is positioning their brand. Compare your positioning to your competitors to identify your uniqueness. Develop a distinct and value-based positioning idea.
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futureteacher101
Positioning is not something you do, but rather, is the result of your customer’s perception of what you do. Positioning is not something we can create in a vacuum—the act of positioning is a co-authored experience with the customers.
futureteacher101
Behind your positioning statement or tagline is your intention—how you desire your business to be represented to customers. Once the real role of positioning is understood, having a tagline or a positioning statement can be useful by clarifying your brand’s essence within your organization.
futureteacher101
By examining the essence of what you are and comparing it with what your customers want, the doors open to building a business with a strong positioning in the mind of the customer. Why? Great brands merge their passion with their positioning into one statement that captures the essence of both.
futureteacher101
Integrating Your Brand Positioning in Your Customer’s Mind
futureteacher101
To position your brand in your customer’s mind, you must start from within your business. Every member of your organization that touches the customer has to be the perfect expression of your position. And, since everyone touches the customer in some way, everyone should be the best expression of your position.
futureteacher101
Now comes the hard part: Put up everything that represents your brand on a wall. List all your brand’s touch points—every point of interaction with your customer. With a critical, yet intuitive eye, ask:
futureteacher101
How can I more fluidly communicate my brand’s desired position? Does every touch point look, say, and feel like the brand I want my customers to perceive?
futureteacher101
Many marketers don’t have the clarity and conviction of following through on their words. Without certainty, you default to the status quo. Turn everything you do into an expression of your desired positioning and you can create something special. This takes courage; to actively position your brand means you have to stand for something. Only then are you truly on your way to owning your very own position in the mind of your customer.
Answers & Comments
Answer:
7-Step Brand Positioning Strategy Process
Identify your direct competitors. Understand how each competitor is positioning their brand. Compare your positioning to your competitors to identify your uniqueness. Develop a distinct and value-based positioning idea.
Does every touch point look, say, and feel like the brand I want my customers to perceive?
Onward!