Brand positioning strategy should be the first thing that comes to mind when discussing business strategy. This is the key element to consider when building a solid brand.
Every business needs a solid business strategy to reach its customers. However, some organizations understand that business success is not about just having a strategy – it requires you having a strategy that is deeply rooted in the essence of the brand. Ensure that the brand positioning strategy you are formulating is one that places your brand at the forefront of every decision and action.
Having a good product or service is not the only criterion to stand out in a saturated market. It goes beyond that. It demands having a strategic approach to brand execution – one that ensures every interaction, whether online or offline, reflects the values and promise of your brand.
“Brand Positioning” and “Brand Execution” though related are not the same. Let’s look at them.
Brand Positioning: Defining Your Place in the Market
At its core, brand positioning is about defining your unique value proposition and the space your brand occupies in the minds of your target audience. It is what differentiates a brand from competitors in the marketplace.
This involves understanding your target audience, identifying your brand’s unique value proposition, and communicating it effectively to your audience. A well-defined brand positioning strategy serves as the foundation for all your marketing efforts. It guides everything from product development to advertising campaigns.
Brand Execution: Bringing Your Brand to Life
While brand positioning sets the stage, brand execution is all about bringing that positioning to life. It’s about consistently delivering on the promises made in your brand positioning statement across every touchpoint and interaction.
Many individuals tend to perceive this as marketing. However, brand execution goes beyond that. Yes, it involves marketing but that is just one piece to creating a successful and authentic brand through awareness. It also includes customer relations, advertising, website design and development, social media presence, product packaging, and EVERY other touchpoint that represents your business or organization.
In essence, brand positioning and brand execution are two sides of the same coin. While brand positioning defines the what and why of your brand, brand execution focuses on the how – how you communicate, how you engage with customers, and how you deliver on your brand promise. Together, they form the backbone of a successful brand strategy.
6 Key Strategies for Successful Brand Positioning and Execution
Customers are discerning. They know exactly what they want, and when they find it, they’re loyal to it. Imagine you’re a movie fan, always waiting for the release of the latest blockbuster. When it comes to choosing a streaming platform to watch movies, which do you turn to?
Do you prefer to Netflix and chill or would you go to the cinema to see movies? For some, Netflix is the ultimate choice, because it offers a vast library of entertainment that caters to every mood and genre. Netflix has mastered the art of binge-worthy content that keeps viewers hooked to their screens.
But for others, there’s nothing quite like the experience of watching a movie on the big screen. They enjoy the anticipation of seeing the latest blockbuster in a darkened theatre, surrounded by fellow movie lovers. This is an experience that can’t be replicated at home.
In this case, your choice of movie-watching experience isn’t just about what to watch – it’s about how you want to experience it. Each option appeals to a different audience and offers its unique benefits and pleasures. Netflix has grown beyond being just a streaming platform; it’s now a huge part of our culture, known for binge-watching and cozy nights at home. On the other hand, cinemas bring a nostalgic and thrilling experience, where people come together for a shared movie-watching adventure that you can’t get online.
This is the power of brand positioning strategy – an approach that puts your brand front and centre, creating experiences that resonate with your audience on a deeper level. With this in mind, let’s dive into the 6 key strategies for successful brand positioning and execution in your business.
Know who you are and what you stand for
Before anything else, it’s important to know who you are as a brand and what you stand for. What is your unique brand story? What are your values? Do you have a vision? What sets you apart from your competitors? Without a clear understanding of your identity and purpose, implementing a brand positioning strategy for your company becomes impossible.
- Craft a brand story that defines who you are, where you come from, and where you’re going as a brand.
- Identify the principles that guide your brand’s decisions and actions. These values will influence your brand positioning strategy and everything you do as a business from product development to customer experience
- Where do you see your brand in the future? What are your long-term goals and aspirations? When you clarify your vision for the future, it provides a roadmap for your brand positioning efforts and helps you align your actions with your desired outcomes.
Go beyond colours and logos. Create a solid identity
Branding is not a logo or some set of colour palettes. It is who you are as a business or company. This means that branding shouldn’t be restricted to the beauty of your logo or the brightness of your brand colours. Branding in its entirety is how you relate to your target audience and how they perceive you.
Customer experience is the greatest PR. No matter your marketing schemes and gimmicks, customers will always prioritize their personal experience with your brand. Think about times when a brand you respected so much had poor customer service or deceived you into buying a bad product. You must have felt betrayed. This betrayal will affect your view and perception of the brand.
Customers are emotional. Ensure you are consistent with your brand expressions across all touch points.
Differentiate Yourself from the Competition
You need to identify what makes your brand unique and leverage it to your advantage. Start by conducting a competitive analysis to understand your competitors’ strengths and weaknesses. Identify gaps in the market that your product or service can fill or areas where you can offer something different or better than your competitors.
Identify your Unique Selling Proposition (USP) – the unique benefit or value that you offer your customers that your competitors don’t. Once you’ve identified this, make it the centerpiece of your brand positioning strategy. Communicate your USP clearly and consistently across all touchpoints, from your marketing materials to your product packaging. When you highlight what sets you apart, you attract customers who resonate with your brand’s values and offerings.
Make sure your team members are aligned to the brand strategy
I understand that customers are the center of what we do as a brand but let’s not limit our brand positioning strategy to external communication. Brand positioning begins internally. Make sure everyone in your business understands your brand strategy inside and out.
You can start by clearly defining your brand’s mission and values, then communicate them effectively to your team. When your team is properly aligned with your brand strategy, it creates a ripple effect throughout the organization. Every interaction, from customer service to product development, becomes an opportunity to reinforce your brand’s identity and values.
Your employees are your most valuable asset when it comes to bringing your brand to life.
Execute with Precision
Having a well-defined brand strategy is just the beginning. Execution is where the real impact happens. it’s about bringing your brand strategy to life in every aspect of your business.
One key aspect of brand execution is consistency. Ensure that your brand is represented consistently across all channels and interactions, from your website and social media presence to your physical stores or office spaces. Consistency builds trust and credibility, making it easier for customers to connect with and remember your brand.
Another important aspect of brand execution is authenticity. Be true to your brand’s values and promise in everything you do. Coca-Cola is a brand that excels in brand execution. Whether you’re drinking a Coke or seeing one of their ads, you feel the same sense of joy and togetherness. This feeling goes beyond their logo or red packaging to their brand promise which is “Taste the Feeling”.
Measure and Iterate
Once your brand strategy is in motion, it’s not time to relax or slack. It’s important to measure its effectiveness and make adjustments as needed. Make sure to set clear goals and KPIs to track the success of your brand execution efforts. KPI’s include increased brand awareness, higher customer satisfaction, or improved sales performance.
Use data and analytics to get insights into how your audience is engaging with your brand and where there may be opportunities for improvement. Are certain marketing channels performing better than others? Is there a particular product or service that’s resonating more with your audience?
Based on these insights, iterate on your brand execution strategy to optimize performance and achieve your goals. This could involve refining your messaging, adjusting your marketing tactics, or even improving your product offerings to better meet the needs of your audience.
The results of executing these brand positioning strategies are incredible. You can build trust, loyalty, and long-term relationships with your customers.
Clarylife Global is a branding agency that understands the importance of a well defined brand positioning strategy. We have worked with over 50 brands from different countries. We have the frameworks, know-how, and technical expertise to take your brand to the next level. Reach out to us today.