Branding requires coordinated efforts between various moving parts to create a perception in the marketplace that drives your business forward. Your brand’s strength is directly connected to the effort put in and one of the most critical and foundational components of a broader brand-building process is Brand Positioning.

What is Brand Positioning? And, why is it important?

Brand Positioning is the practice of exploring, identifying, and refining your distinctiveness with your target audience. It is the strategy of defining the position where you want to exist in the mind of your audience.

Why is Brand Positioning so vital to include in a marketing strategy?

Developing your personalized stance in the marketplace may seem obvious, but without understanding the significance, it’s easy to dismiss the value of Brand Positioning and make the mistake of skipping important steps before choosing colors and a logo.

Here are seven reasons why you need to implement Brand Positioning.

  1. Brand Positioning helps break through the internet noise
    When executed well, Brand Position gives you the opportunity to speak directly to your target audience, breaking through all the noise on the internet. Instead of throwing darts at random targets you Brand Positioning helps you speak to the right crowd.
  2. Brand Positioning creates market differentiation
    With thousands of similar products on the market, advertising competition is fierce. Brand Positioning helps you clearly explain the differences in your products or services.
  3. Brand Positioning makes it easier for people to purchase your products and services
    Consumers want to make quick decisions without having to hunt through multiple options. Brand Positioning initiates an emotional response from your target customer helping you earn trust. If you are able to trigger the right responses quicker (either conscious or subconscious) and clearly explain what you have for them to buy you increase the opportunities for completed sales.
  4. Brand Positioning enables you to communicate your value
    Your value is what you offer customers. Value includes the aspects of your company or product that best satisfy customer needs. As well as the superior offerings to your competition. Brand Positioning clarifies your specific value. Regardless of your how large your target audience is, Brand Positioning allows you to cut through the vagueness and talk specifics.
  5. Brand Positioning directs your messaging, storytelling, and copy
    A core part of all marketing is messaging, but if don’t have a clear idea of your Branding Position how do you know if you are telling the right stories? You will not communicate effectively with your audience if you don’t understand your brand’s individual value or that of your competition.
  6. Brand Positioning makes your design more intuitive
    Every color choice is weighed for visual design. But those choices must go further. Brand Positioning helps you identify the foundational story from which to begin and also helps you best communicate with your target audience with colors they are drawn toward. Similarly to copywriting, imagery is another medium from which to communicate.
  7. Brand Positioning justifies pricing strategies
    Even the most valuable products and services occasionally require price justification. Brand Positioning helps you identify your price point in comparison to your competition. Is your pricing justified? Brand Positioning helps you clarify why you are higher or lower than your competitors. You will also gain an idea as to whether consumers will see your justifications positively.

As you can see, Brand Positioning is one of the most important aspects of building a brand. It enables you to define where you fit in amongst your competition.

Read more: Brand Positioning: Finding Your Corporate Identity