Core exercises train the muscles in your lower back, hips and abdomen. This leads to better balance and stability and in fact, most sports and other physical activity depend on a stable core. Just as core strength is necessary to execute physical activity, a strong core is necessary for a business to execute successful strategies. This is where brand positioning comes in. Brand positioning is the core of your business and the place a brand occupies in the mind of a customer.
So let’s break down your brand – your attributes, value and benefits to your customers. First, we have to figure out who you want to reach – where they live, how old they are, what they like and how they think. Knowing your audience allows you to make a personal connection with them. For example, if you are a nail salon then your primary audience is going to be women. You could create an event, or promotion, that encourages your audience to have a “Girl’s Day Out”, giving them a discount for bringing a friend. This leads to a fun experience at your salon and they now associate your brand with that positive memory.
Next comes your brand’s attributes, or core values. This is the essence of your brand, a bundle of features that highlight the images, actions and characteristics. Some questions to ask yourself are: Who are we? What do we do? Are you a high-end car company that offers the most luxurious features on the market, or a specialty doughnut shop that has Instagram-worthy creations? By putting your attributes on full display, you are establishing credibility and trust with your audience. They know what to expect when they interact with your business.
After clearing defining your brand attributes, next you have to state its benefits. Make it known why your audience should come to your company rather than your competitor. What makes you better than everyone else? It could be as simple as better and faster service than everyone else. This translates more to an audience by doing rather than showing – to become infamous by how your audience is talking about you. Be consistent in your policies, service and brand portrayal.
Finally comes the fun part! Your brand personality. If your business was a person, what would they be like? Would they be fun, serious, punctual, lazy? The personality of a brand is something that customers can relate to. Each person is attracted to different sets of traits and your personality can trigger an emotional response in them.
All four of these parts come together as the basis for your brand positioning. In my next blog, I will discuss how to create a brand positioning statement. That brand positioning statement will be a road-map and guide for all future strategies for your brand – a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Tune in next time and be sure to follow my blog for more!