登录查看更多内容

What factors do you consider when developing a brand positioning strategy?

由人工智能和领英社区提供技术支持

Brand positioning is the process of creating a unique and memorable identity for your product or service in the minds of your target customers. It helps you differentiate yourself from your competitors and communicate your value proposition. But how do you develop a brand positioning strategy that works for your business goals and your audience needs? Here are some factors to consider.

此文章中的业界达人

由社区从 5 条内容中精选。了解更多

1 Understand your market

Before you can position your brand, you need to understand the market you operate in and the customers you serve. You should conduct market research to identify the trends, opportunities, and challenges in your industry, as well as the segments, preferences, and pain points of your potential buyers. You should also analyze your competitors and their positioning, to find out what makes them stand out or fall behind.

添加您的观点

Rachel B. Lee

Brand marketing ladyboss who builds marketing & thought leadership strategy through personal branding, content & social media so companies can change the world | LinkedIn Top Voice | Co-Owner| Lecturer & Public Speaker
举报内容
You have to understand who relates and connects to your brand RIGHT NOW, not who your aspirational target is. So often people develop a brand in a vacuum without talking to their current customers and audience, and they're the ones you want to grow and retain.

已翻译

赞

2 Define your purpose

Your brand positioning should reflect your purpose, or why you exist as a business. Your purpose should be clear, compelling, and authentic, and it should align with your vision, mission, and values. Your purpose should also resonate with your customers and their aspirations, motivations, and emotions. By defining your purpose, you can create a brand positioning that connects with your audience on a deeper level and inspires loyalty and trust.

添加您的观点

Nicolas Loveland

Lifecycle Marketing Specialist | Leveraging Design, Strategy, and Branding to Drive Retention and Loyalty for Purpose-Driven Brands
举报内容
Whether or not an organization is aware of it, their brand purpose is at the core of everything they do. It is the foundation upon which their entire strategy rests; so if a company is unclear on its purpose, all marketing efforts are going to fall flat. Because “People don't buy what you do; they buy why you do it”.

已翻译

赞

3 Identify your differentiation

Your brand positioning should also highlight your differentiation, or how you are different from your competitors and better than them. Your differentiation should be based on your unique selling proposition (USP), or the specific benefit or feature that you offer that no one else does. Your USP should be relevant, credible, and sustainable, and it should address a real customer problem or desire.

添加您的观点

Flossie Hall

Builder of Businesses, Communities & People | Founder | Milspouse | Educational Technology | Sponsorships | ??Inimitable
举报内容
When thinking of your USP, you can ask yourself some questions. What makes you bigger, faster, stronger etc. compared to your competitors? Are you the most affordable? The highest quality? The most readily available? Why would anyone buy your product or service over any other on the market? What do your customers value when buying your type of product or service? What is your secret sauce that your competitors cannot easily replicate?

已翻译

赞

4 Craft your positioning statement

Your positioning statement is a concise and catchy statement that summarizes your brand positioning. It should include four elements: your target market, your category, your differentiation, and your reason to believe. For example, a positioning statement for a hypothetical online learning platform could be: "For busy professionals who want to advance their careers, Skillshare is the online learning platform that offers unlimited access to thousands of courses taught by experts, because it lets you learn anytime, anywhere, and at your own pace."

添加您的观点

5 Communicate your positioning

Once you have your positioning statement, you need to communicate it consistently and effectively across all your touchpoints with your customers. You should use your positioning statement as a guide for creating your brand name, logo, slogan, website, social media, advertising, packaging, and any other element that represents your brand. You should also ensure that your positioning is reflected in your customer service, product quality, and company culture.

添加您的观点

Payal A Kumar

Consultant I Sustainable and Circular brands - Branding I Social Media I Strategy I Consumer Insights
举报内容
The other thing to always maintain is consistency in communicating the positioning. A lot of the time brands think defining it and working on it one time is great. but your positioning will evolve because your consumers are evolving you're either catering to the audience that grows with you or a younger audience that have different patterns, values example "sustainability" was not needed in businesses 5 years back but now it is.

已翻译

赞

6 Monitor and refine your positioning

Your brand positioning is not a one-time project, but an ongoing process that requires constant monitoring and refinement. You should measure the impact of your positioning on your brand awareness, perception, loyalty, and advocacy, and use feedback and data to identify what works and what doesn't. You should also keep an eye on the changes in your market, your customers, and your competitors, and adapt your positioning accordingly.

添加您的观点

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

DuBose Cole

Strategist / Consultant / Founder at New Classic
举报内容
There are four key elements to any solid brand positioning strategy - though they often get presented in different order with different names. 1.) An understanding of the audience and challenge a brand solves. This anchors you in the customers world. What big / long term challenge does your brand meet? 2.) A value proposition. What do you functionally and emotionally offer to solve the challenge? Why are you valuable? 3.) A point of difference and market convention. What does the market offer on average? Why are you different? 4.) An external identity based on these foundations. Who are we and how do we behave based on the other three inputs.

已翻译

赞

Branding

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What factors do you consider when developing a brand positioning strategy?

1

2

3

4

5

6

7

1 Understand your market

2 Define your purpose

3 Identify your differentiation

4 Craft your positioning statement

5 Communicate your positioning

6 Monitor and refine your positioning

7 Here’s what else to consider

Branding

给文章评分

感谢您的反馈

更多Branding相关文章

更多相关阅读内容

What factors do you consider when developing a brand positioning strategy?

1

2

3

4

5

6

7

1 Understand your market

2 Define your purpose

3 Identify your differentiation

4 Craft your positioning statement

5 Communicate your positioning

6 Monitor and refine your positioning

7 Here’s what else to consider

Branding

给文章评分

感谢您的反馈

查看其他技能