To create a strong brand it needs to be positioned in such a way that it gains attraction from, and resonates with a particular audience. In this movie we explore how to position a brand and what is brand positioning. You'll learn how to use touchpoints to position your brand and the ways in which you can evaluate and determine frame of reference.
- The digital landscape has really changed the game for brands. Historically, brands provided a way to confidently purchase something. Once a brand established trust, it was challenging for a competitor to move into that space. People rarely shifted their brand loyalty, and it was much harder for a new brand to attract attention. But we're in a whole different market now. Today's digital consumer can evaluate a brand end to end with a quick Google search. New brands appear daily and claim to pick up where other brands have left off.
You can get dish soap, then you can get eco friendly dish soap, and then there's eco friendly and corporate responsible dish soap, and there's likely even eco friendly corporate responsible locally sourced dish soap. Each of these products is positioned in such a way that it gains attraction from and resonates with a particular audience. Now, some might roll their eyes at the idea of fancy dish soap. They might think it's just soap, but others see a certain kind of soap as fitting into their lifestyle. Brands don't have to resonate with everyone, just their primary audience and the needs of that audience.
So when we think of capturing this audience, it's all about positioning, and it's safe to assume that each day we're met with hundreds, if not thousands, of brands vying for our attention. From email to social media to walking around the grocery store, brands are everywhere, and we ignore most of them. We're good at tuning things out that aren't relevant, and we're really good at tuning out new brands unless it's meaningfully and attractively different. And that's the whole point of finding and protecting a position for your brand.
Positioning is about making these findings known in the mind of the consumer. It's about getting your customer to believe your claims beyond words. So your goal now is to use all of the available brand touch points to position yourself. Every piece that a consumer can interact with must reflect how you are positioned. Turn everything you do into a reflection of your desired positioning. Your brand stands for something, own that position in the mind of your consumer.
Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity