Tag: "brand positioning"

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What is Online Branding and Online Brand Positioning?

Every successful business owner understands the importance of online brand positioning. But what is online branding and how can you develop your own positioning strategy? Let’s take a look. What is online branding? Branding is a type of marketing method that helps you target your demographic audience. Online branding, then, is exactly what it sounds like – developing a strategy to market to your target audience via the internet. Businesses can target their audience through a variety of different means including social media, online advertisements, online classified ads, and other internet methods. What is online brand positioning? After a business has decided upon its target audience, it must then decide how it wants that audience to see their product or service. This is known as brand positioning. Because your branding will directly affect how your audience perceives your product or service, you will want to put in the time to come up with a ...

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Does Brand Positioning Really Work?

Getting your name on the front of a building is an exciting accomplishment for anyone to achieve.  Whether you are a local plumbing company, or a fortune 500 company, either way you have created it and that alone is quite a feat.  Once you have a supply of what it is that you would like to do as a small business, you must follow through with marketing and using successful brand management skills to get you somewhere. It is imperative to look closely at what it is you will be selling or marketing before you start buying ad spaces and running local billboards in your area that may or may not be very effective in your business branding scheme.  When you being the startup process to bring more attention to your company name, consider what fees you can realistically afford.  Certainly a television commercial is great for almost any company, but ...

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What is a Unique Selling Proposition?

The foundation of a unique selling proposition is offering a product or service perceived by potential buyers as unique and valuable.  The attributes of the business’ products or services should be substantially different from the competitor.  In order to effectively develop a unique selling proposition, a business needs to study the existing buyers’ needs and behavior.  It will have to be determined what the buyers consider valuable and what they are willing to pay for.  Once this assessment is complete, a business will have to incorporate the selected buyer-desired attributes into the unique selling proposition in an effort to distinguish itself from existing competitors. The objective of a unique selling proposition is to differentiate the business’ products or services from it rivals in such a way that this original selling proposition appeals to the majority of the existing buyer market.  A unique selling proposition concentrates on outperforming competitors, by offering customized ...

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Communicate Your Competitive Advantage

Your competitive advantage is what gives you the edge over a competitor.  It is a product feature or attribute, which is superior to that of the others on the market.  Or, it might be a service that you are able to perform better than your competitors. Regardless of what it happens to be, that competitive edge can be exploited in order to attract new customers, and can also become a catalyst to drive sales.  However it is vitally important, that this advantage be clearly and effectively communicated to clients.  The message ought to be specific, and should be communicated every chance you get. How to communicate your competitive advantage: 1. Develop a positioning statement: The statement should be compelling, accurate, descriptive, and carefully crafted in order to grab the attention of the target audience. The purpose of the statement is to underline the differences between your product, and that of your competitors, ...

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Positioning Your Brand

If your brand is well-defined in the marketplace, then that is guaranteed to drive product sales and propel your small business along the road to profitability. It is every business’ dream to have a brand that is easily recognized, resonates well with consumers, and evokes positive feelings and emotions.  However, while it is attainable, it often proves to be very elusive.  Nevertheless brands like Apple, Facebook, KFC, Coca-Cola, Google, and others, have managed to hit the mark.  They have realized that making it to the top and staying there, is all about brand positioning. Your brand is what establishes your identity with a customer, and defines your business. Very often it might be a logo, like Apple’s grey apple, which is the first thing that comes to mind when you think of that company. It might also be a sign, or company name, or the way you do business, and the ...

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Brand Visibility: Tips to Set You Apart

A well-defined brand will set your product apart from the competition.  However, the success of any branding strategy hinges on the ability to establish brand visibility in the marketplace.  The product must be known and recognized. If that is achieved, then customers will be willing to buy your product. Brand visibility refers to the ability to gain the attention of the target audience.  There are always going to be several brands competing for the attention of the consumer, therefore, they are going to buy the brand that offers them the best value.  That brand will be the one most able to satisfy their needs, and generate a level of comfort and satisfaction that will earn it preferred status. In order to attain that status, a brand must be able to excel above the competition.  However, the brand must first of all be visible. Brand visibility, is what is needed to take your ...

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What Is Brand Positioning

Brand positioning is a strategic approach to establishing a sustainable competitive advantage.  Wikipedia defines  competitive advantage as "the strategic advantage one business entity has over its rival entities within its competitive industry. Achieving competitive advantage strengthens and positions a business better within the business environment." [Wikipedia] There are different ways to improve a business competitive advantage and I mention some of them below. But before I do it, it's important to understand that the objective of brand positioning is not to bring your competitors down, but to outshine them by performing better and more efficiently cater to the needs of the industry’s customers. There are five generic competitive branding strategies useful in brand positioning.  These generic competitive strategies are: a low-cost leadership strategy a broad differentiation strategy a best-cost provider strategy a focused strategy based on lower costs a focused strategy based on differentiation. Let's take a closer look at each of them. 1. A low-cost ...

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Let’s Make Your Business Stand Out

One of the most important questions in the strategic process of making a business different and stand out in an industry is how strong the business’ competitive positioning is. Every business needs to know where it stands and how strong it is at maintaining this position to ensure that it successfully stands out to potential buyers.  A business interested in strong positioning on the market needs to examine how it ranks compared to competitors.  This includes the business’ resources as well.  It will need to be established whether or not a business is even competitive or not. There are some general indicators of a business possessing a competitive strength.  Let's name a few. a growing customer base a consistently increasing customer loyalty above average profit margins. Utilize your strengths to achieve differentiation in a relevant industry. On the other hand, there are some general signs that a business is positioned on a weak competitive level. a below ...

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Can Social Media Damage Your Brand?

Due to the evolution in today’s business world, social media has been initiated as one of the many necessary musts for successful business banding.  As a result, web-based communities are being assessed and utilized as an effective venue for delivering a business’ branding message.  These social media have proven themselves quite effective at generating and adding a personal touch to a business’ brand.  However, there are serious potential threats that could develop within social media branding.  Consequently, any business considering integrating this strategy into their branding approach should have a strategic crisis management strategy ready. Web-based communities are emerging as a great place for a business to promote and establish its brand.  These types of social media are quite efficient at generating a feeling of family and community.  Now, any business that is considering introducing social media into their branding strategy should be aware that there may be some level of ...

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Marketing Positioning and Small Business

Market positioning is the customer's expectation of the brand, product or service in specific market segmentation. It is basically the differentiation that business is offering - different or unique from its competitors. So by market positioning, the marketers try to create the brand image in the mind of their segmented market. Market positioning is done to influence the consumer's perception about the brand as compared to the other competing brands. In marketing positioning a specific niche is set for the marketing, than all the marketing mix strategies are headed toward providing the product or service to the customers according to their expectations. It is always right that you can influence the customer perception and you can turn your own prospects into their thoughts. This will largely depend on the strategy you follow to make the market position and other marketing mix together. The purpose of market positioning is to make clear, ...

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