What is the purpose of branding, and why does it matter to your business?

In this newsletter, we talk about what the purpose of branding and having a positioning statement is, why it is challenging to do so, and how we have to move away from associating branding merely with logos, visuals and channels.?

We share about how branding influences the way your customer thinks and behaves, as well as 5 steps to take to create your branding.???

Who am I??I provide communications and PR solutions for organisations and practitioners through community, training and consultancy. With over 20+ years in the industry, I have created frameworks, methods and content that enable you and your team to deliver growth outcomes for your organisation, brand or team.?

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Branding is the art of differentiation.?

It is the process of creating a unique identity, a distinctive voice that sets a business apart in the crowded marketplace.?

But is it merely about having a well-designed logo or a customer-friendly website??

Far from it.?

How does having bad branding impact your business?

Imagine a business as a ship sailing in the vast ocean of the market. Without a clear brand, it’s like a ship without a compass, lost and directionless. This lack of direction can lead to a multitude of problems.?

Bad branding is confusing. Without a clear brand identity, customers may struggle to understand what your business stands for and what it offers. This confusion can deter potential customers, who may opt for competitors with clearer, more understandable branding.?

This can contribute to miscommunication. A brand serves as a form of communication between a business and its customers. If your branding is inconsistent or unclear, it can send mixed messages to your audience. This can damage your reputation and make it difficult to build trust with your customers.?

It can result in a loss of potential customers. In today’s competitive market, customers have many choices. A weak brand can fail to capture the attention of potential customers, causing them to overlook your business in favour of others with stronger, more appealing branding.?

This creates a loop of missed opportunities. Your voice, no matter how important the message, gets drowned out. In the noisy marketplace, a weak brand can struggle to stand out and make its voice heard. This can cost your business opportunities to connect with potential customers and grow your business.?

Bad branding can steer your business off course and into rough waters. It can confuse and alienate customers, damage your reputation, and result in lost opportunities.?

Why is it so challenging to create good brand positioning?

Creating good brand positioning is akin to a delicate dance that requires precision, understanding, and balance.?

Understanding your business’s core values is a crucial step in the dance. It’s about introspection and self-awareness. What does your business stand for? What are its guiding principles? It’s about peeling back the layers to reveal the essence of your business.?

Knowing your target audience is another intricate step. It’s about empathy and understanding. Who are your customers? What are their needs, desires, and pain points? Understanding your audience is like learning the rhythm of the dance. It’s about syncing your movements with those of your customers.?

Navigating the market landscape is a challenging part of the dance. It’s about awareness and adaptability. What is the current market trend? Who are your competitors? What unique value can you offer? Navigating the market landscape is like dancing on a dynamic stage. It’s about adapting your movements to the changing lights and sounds.?

Finding that sweet spot where your business’s unique qualities align with your customers’ needs and expectations is the climax of the dance. It’s about alignment and connection. How can you position your brand in a way that resonates with your audience? How can you differentiate your brand in the crowded marketplace? Finding the sweet spot is like executing the perfect spin. It’s about creating a moment of connection that leaves a lasting impression.?

Creating good branding is a challenging task, but when done right, it can lead to a powerful and resonant brand that stands out in the marketplace.?

What does good brand positioning look like?

Good brand positioning is akin to a lighthouse in the dark - it stands out, guides, and reassures. It’s a beacon of clarity amidst the fog of market competition, a guiding light that navigates your business towards success.?

A well-positioned brand stands out.?

Countless businesses are all seeking the attention of customers. Amidst this sea of sameness, a well-positioned brand is like a lighthouse that pierces through the darkness, catching the eye of the customer. It differentiates itself from the competition, not just through its products or services, but through its unique identity and values.?

A well-positioned brand also guides.?

Just as a lighthouse guides ships towards a safe harbour, a well-positioned brand guides consumers towards making informed decisions. It provides clear and consistent messages about what the business stands for, what it offers, and why it matters. This clarity of communication helps consumers understand the value proposition of the business, guiding them towards making a purchase decision.?

A well-positioned brand reassures.?

In the uncertain waters of the market, consumers often seek reassurance. They want to know that the businesses they engage with are reliable, trustworthy, and aligned with their values. A well-positioned brand provides this reassurance. It communicates a consistent and authentic image that builds trust and fosters loyalty among consumers.?

A well-positioned brand illuminates.?

It shines a light on the business’s unique value proposition, highlighting its unique qualities and strengths. It tells the audience, “Here we are, this is what we stand for, and this is how we can make your life better.” It’s a beacon that illuminates the unique value that the business brings to the market.?

Sidebar: How does branding influence the way customers think about your product or service?

Branding is a powerful tool that shapes customers’ perceptions of your product or service. It’s the lens through which your customers view your business, influencing their thoughts, feelings, and actions.?

Branding creates recognition. A strong brand stands out in a crowded marketplace, making your product or service easily identifiable. This recognition can influence customers’ purchase decisions, with customers often choosing familiar brands over unfamiliar ones.?

It builds trust. Consistent and authentic branding can foster trust and loyalty among customers. When customers trust a brand, they are more likely to purchase its products or services and recommend them to others.?

Values are communicated through branding. Your brand tells customers what they can expect from your product or service. It highlights your unique selling proposition, communicating the value that sets your offering apart from competitors.?

Branding evokes emotional responses. Brands can evoke feelings of joy, comfort, security, adventure, or any number of emotions. These emotional responses can significantly influence customers’ attitudes towards your product or service and their decision to purchase.?

Customer expectations are shaped by branding. Your brand sets the standard for your product or service. Customers will expect a certain level of quality based on their perception of your brand. If your product or service meets or exceeds these expectations, customers are likely to become repeat buyers and brand advocates.?

5 steps to building good brand positioning.

Good brand positioning is more than just a marketing strategy.?

It goes beyond aesthetics – which colours to use, where to place the logo, how many pages for the website.?

Branding is more than just placement in a channel – whether that is paid or owned.?

It's a strategic tool that, when used correctly, can enhance your customer’s journey in a crowded marketplace, and guide them to you.?

Here are 5 steps with recommended suggestions to get started:?

Introspection: The first step towards setting up a good brand is introspection. It’s about peeling back the layers of your business to understand your core values, your mission, and your vision. Ask the hard questions - Why do we exist? What makes us different? What value do we bring to our customers? Conduct a SWOT analysis to identify your unique selling proposition.?

Research: After introspection comes research. Research your market, your competition, and your audience . Understand their needs, preferences, and pain points. Use market research tools, surveys, and social listening to gather insights about your audience and competitors.?

Strategy: Develop a strategy that aligns your business’s unique qualities with your audience’s needs. This strategy should guide your branding efforts and help you position your brand effectively in the market.?

Create a brand positioning statement that clearly articulates your unique value proposition.?

These statements clearly articulate the unique value proposition of each brand, their target audience, and how they differentiate themselves from their competitors. They serve as a guiding principle for all branding and marketing efforts of these companies.?

For example, Uniqlo: “Made for all.” Uniqlo is committed to creating clothing that focuses on the wearer, product quality, and innovation.?

Execution: Execute this strategy consistently across all touchpoints. Your brand’s voice, visuals, and messaging should be consistent and reflect your brand positioning. Develop a brand style guide to ensure consistency in your branding across all platforms and touchpoints.?

Review and refine: Finally, review and refine your brand positioning based on feedback and changing market dynamics. Brand positioning is not a one-time task but a continuous process that requires regular review and refinement. Regularly monitor brand perception through customer feedback and market research and adjust your brand positioning strategy as needed.?

Brand positioning is a strategic process that is crucial for the success of your business. It’s not just about having an appealing logo or visuals. When done correctly, it can significantly enhance your business’s presence in the market and lead to greater success.?

As a concluding question, it’s important to ask yourself - what unique value does your brand offer in the marketplace?

Here are 4 ways I support brands and communicators:

1. Community: We support marketing specialists and communicators through RYOM as well as aspiring PR agency creators with how-to and done-for-you tools, resources, workshops, and training.
2. Business matching: We match brands and agencies/contractors by acting as a middleman based on specific PR and marketing needs and outcomes.
3. Training and workshops: We train communicators using a hybrid system of in-person training and a cloud-based learning management system. Our proprietary content, and tools help communicators level up both hard and soft skill sets and competencies.
4. Consultancy and enablement: My team supports brands, consultancies and agencies with a plug-and-play strategy and execution solution.?

Set up a meeting with us if you are looking for to deliver growth outcomes for your organisation, brand, or team.?

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