How do you choose and position your brand in the market?

While we define our value proposition, we should also try define our brand itself. Like brand identity,mission,value and most important, USP(unique selling point). Brand's USP is what sets brands apart from competitors and gives a competitive advantage. It highlights the unique benefits or value that a brand delivers to customers. Customers need to know why a brand exists. Customers are more likely to choose a brand that has a clear purpose and principles when it comes to long term loyalty.

There are many tools available to define a value proposition. Segmentation is really important. It is really important to understand the motivation that leads a specific customer to buy and also the influencers of buying. Also, it is important to differentiate yourself and stand out with who you are whether you are building a personal brand or a brand for an organization making a brand relatable is really important and making the value proposition relatable is key.

Choosing and positioning your brand in the market involves several key steps. First, conduct thorough market research to understand your target audience, competitors, and industry trends. Identify your unique selling proposition (USP) that sets your brand apart from others. Next, create a clear brand message and values that resonate with your target customers. This message should align with your USP and reflect your brand's personality. Consider the market segments you want to target and tailor your marketing strategies accordingly. Choose the right channels to reach your audience effectively, such as social media, content marketing, or traditional advertising.

These days target markets are complex, segmentation management is really important. A lot of people call this "niching down" which is finding a niched and then going more specific within the niche to find a sub-niche. The clearer your niche and the more specific the best the ROI.

Another way to looking at competitive analysis is not only what the competitors are saying or doing. However what customers are saying about the competitors, social media listening can be a great place to learn what customers are saying about a particular product or at a particular need they have. You can find other ads from competitors and see the responses from others. If you are in a business-to-business environment learning to evaluate your competitors and what they are doing in tradeshows, advertisements and other areas is really valuable too.

There is a lot of information around imagery, font types and color and psychology. I find that is also important to understand the cultural implications for brand selection.

I find that is key to make your brand "personal" which means relatable and connected to your audience. In this new era of connection photos that are relatable, videos, stories that are personable can really engage your client base with your brand, after all your audience are people.