We are currently amidst the digital age, which has just taken a new turn of events ever since 2020 has begun. Everything is getting far more advanced than before. Thanks to technology penetrating every aspect of our lives, basic business tactics have become more challenging.
If you thought there was already too much competition in the market and equally many strategies to work on, you might want to reevaluate. Because when it comes to marketing in this day and age of the digital era, there are many approaches, tactics, and strategies for you to market your personal brand. Where every other marketer wants to stand out of the crowd, you also want to do something unique.
Your brand should be the direct reciprocation of what your customers feel when interacting with your brand identity. Not to mention that you require consistent branding across all channels for it to work and be successful.
According to branding statistics published by Forbes, branding can increase revenue by 23% if done correctly. Such profitability requires a strong brand and a solid brand positioning strategy.
8 Ways You Can Better Grasp the Importance of Branding & Positioning
The following are some key points that will help you better understand why strong branding positioning strategy is essential.
1.Know Why It Really Matters For Your Brand
Brand positioning is essential to building a loyal customer base. The goal of such strategies is to develop a brand image and then strategically position that certain understanding of your brand in your consumer’s mind. Tactics like these give you the control as a marketer to decide and dictate your brand’s narrative that keeps the consumers coming back for more.
As per research findings, it takes 5 to 7 interactions before a customer can successfully recall a brand. Therefore, consumers have become savvier about the brands they associate with.
Hence, brand positioning is essential for them to be able to remember your brand and also associate positive connotations with it.
2.Identify Your Brand’s Perceived Value
One of the core elements of developing a strategy for positioning your brand is to make it different from your competitors’. The objective is to give a reason to your customers why they should pick your brand and be loyal to it above all others in the market. To achieve this, first, you need to identify your brand’s perceived value.
You cannot possibly move forward unless you know where you are standing in the first place. The idea is to understand what your customers think of your brand currently. And then develop a strategy over it to do better and put it across in a way that the customer can remember.
3.Narrate Your Story To The Right Audience
Brand positioning can also be successfully achieved by telling your brand’s story. The concept is to form a relatability factor with your customers by telling how your brand came into being. A good story will have a creative and detailed storyline that will help your consumer feel more directly connected to the brand and, consequently, enhance customer loyalty.
An authentic brand story will help individual professionals to connect with the audience on an emotional level.
The millionaire entrepreneur of today like Jack Ma is truly self-made. The man narrated his tough journey detailing how he was refused by Harvard University and turned down for employment by the fast-food chain KFC which resulted in a strengthened connection with people. The inspirational inside story of Jack Ma is indeed a major factor behind the success of Alibaba, the world’s top e-commerce marketplace.
4.Create your ‘Brand Voice & Tone’
Your brand voice matters a lot. Is your brand friendly or serious? Here I am not talking about creating a non-human voice, but I am talking about how your personal brand conveys its brand message and personality to the potential customers. In layman terms, brand voice is actually the emotions infused in your brand’s communications.
According to a study, 60% of people from Generation Y expect brands to be consistent across all communication channels. Therefore, once you build your brand voice, be consistent with its application to all the written messages as well as in the visual imagery. While brand voice remains consistent, consider adjusting your tone according to the situation or the message you want to convey.
For example, you can use a light-hearted tone for posting about a crazy discount offer, but you must use a serious tone while breaking news about a crisis situation.
5.Strategic Marketing Research Is Crucial
Designing any strategy around your brand positioning can be challenging. One thing that may appeal to a particular circle may totally disgust the other. It is important to do strategic research of your market type and customer base before you start rolling out your marketing campaign. It is important to assess your branding campaign’s mass appeal before you release it on a larger forum.
a.Testing and analyzing
The best way you can create a robust brand positioning strategy to do the testing and analysis with your target audience. Testing a few initial ideas that you are considering will help you see how your potential and long-term associated customers perceive them. You can then analyze the results of that testing and make a decision based on it to reduce the chances of the campaign going wrong.
Many people don’t consider correcting their marketing mistakes. Whereas, in all honesty, replacing a campaign gone wrong with another one makes things a lot worse than addressing and correcting the mistake would.
6.Educate Yourself On Other Brands
You cannot assume that a brand positioning strategy is working unless you know that it is unique and your rivals are not using it. Therefore, it is important to study and learn the way competitor brands in your given industry and outside of it are positioning themselves. For instance, if you are an academic service provider, you must know that most cheap assignment service providers attract students using a low-cost strategy.
Successful entrepreneurs who build renowned brands do not know their brands only, but also their rivals. By studying others, you will know what to do and what not to do.
7.Grow Your Network
Creating awareness about your brand is your top goal. Therefore, a great tip for branding and positioning your own small brand is to show off your expertise in the internet world and make contacts as much as you can. This will increase your chances to meet influencers in your niche who will try and even recommend your brand to others.
However, you need to do a couple of things if you want people to take your brand seriously. For instance, make sure that you combine your social media content with professional looking images featuring your logo, product, or happy customers. Trust me, this really works.
8.Be True & Consistent To Your Brand
There is no denying that customers trust people more than logos. As you decide to create a personal brand, you should know that your values, passions, and life experiences will affect the way you communicate with your customers. Customers don’t return to a brand that doesn’t deliver on their promise.
On the other hand, keeping your promises gives you a great opportunity to build a strengthened connection with your audience. The people will feel like they know you personally and will trust whatever you suggest or introduce in the market in the form of product or service.
I placed this idea at the end because it is the excerpt of all the above-mentioned discussion and the biggest tip I can offer you. If you cannot stay committed to your brand and consistent in your actions, all of your efforts in creating a strong brand position will fail.
All in all, I can hope that these tips and critical pointers were convincing enough for you to understand the importance of brand positioning strategies.
A clear understanding of who your target audience is, what they think of your brand, and what they want from it can lead you to create a successful brand positioning strategy without undesirable consequences.
Claudia Jeffrey is currently working as an Assistant Manager For Research & Development at Crowd Writer, which is a platform, sought by students for services like do my assignment UK. She has gained significant experience by working with renowned brands. She likes to share her opinions through blogging.