The Power of Brand Positioning

Driving on 'E' is never the ideal situation, but fate seem to have me fill up the tank at this specific gas station. As the dial of the gas meter continue to spin, time stood still for a moment.

I began to gaze at a building close by, where occupants filled the space with smiles and laughter. Life was good for most restaurants and bars (Pre-Covid), but after 2020... it was downright brutal. If business is war, it seems like I was witnessing another casualty.

A few blocks away, a similar business ViewHouse Eatery, Bar & Rooftop opened up February 2020. Unlike the other business, this place is thriving and currently remains the talk of the town.

Why do some businesses fail, while others trail blaze a path towards success? Understanding the power of brand positioning seems to be the constant theme.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” - Seth Godin

A brand extends beyond a logo design. It is a living and breathing motto that humans connect to. Companies that understand this philosophy, empower their brand story and find ways to resonate offline and online.

"Your brand is the single most important investment you can make in your business." - Steve Forbes

Your brand has an incredible narrative. Leveraging the art of storytelling is the first step to establishing the feeling your brand should evoke. Allowing your story to come to life, will transform your organization into an organism. An entity that breathes life from the board rooms, zoom sessions, product innovations, customer acquisitions, and final deliverables.

"Your brand is what other people say about you when you're not in the room." - Jeff Bezos

Evolution is constant. As your company journey unfolds, you will reach a inflection point that will be a catalyst to change. This could be caused by numerous obstacles, or simply minor setbacks for a major comeback.

The Lego brand has the most compelling case study highlighting the pivot and brand positioning they made in the early 2000's . According to Rob Sanders...

"... They added digital channels to engage kids and parents and reestablished the brand as relevant once again.

The irony of Lego connecting with other franchisees similar to lego blocks was a contribution to their phenomenal success. By partnering with other popular brands such as Harry Potter, Star Wars, and Batman highlights their prowess in leveraging the power of brand positioning.

"Opportunities multiply as they are seized." - Sun Tzu

Unlike the past when TV and radio dominated demand, we have unlimited potential to amplify our brand messaging across various channels. By taking calculated moves, companies can find a way to plant their flag in the ground as a prospective thought leader.

The rankings of who is leading the pack will continue to change in the customers mind. The corporate vision that stays agile despite the wind of change are unbreakable.

I've been a huge fan of Chris Do, and he truly exemplifies the manifestation of agility and constantly reinventing yourself personally and professionally.

Brand positioning is truly the anchor to any marketing strategy. If we can harness it's power, we find ways to thrive in the present and in the future.