How would you tell your customers that a good brand positioning is really important?
Tell them this: if you position your brand in the right spot in the market place and if you deliver on the brand promise, your products will be on the minds of customers when they demand them. And that will help you sell your products.
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If we didn’t convince you already, you will receive our message at other touch points of your customer journey. Perhaps you’ll encounter this …
Topping your customers' short list: a strong brand.
A good positioning increases your brand’s accessibility and favorability. It will automatically place you where you want to be: on the shortlist of preferred solutions at the moment customers demand them. And if you charm your customers they will support you by telling others about their positive experience.
Or this …
Five key success factors of Brand Positioning:
And if we got you hooked you’ll be looking for more information. That’s where web copy is a really useful tool.
BRAND POSITIONING: BEING INSEPARABLE FROM YOUR DESIRED CUSTOMERS
All of your activities shape your (real) corporate identity and, hence, your brand positioning in the market. You, your products and services, your approach to business and what you do to be perceived in a certain way, are all specific characteristics of your brand.
Moreover, these characteristics also place you in a certain position in the market, in relation to your competitors, making you highly accessible to your desired target groups, or less. If your desired brand positioning is out of sync with your actual perceived positioning, you will not be credible and your desired customers will find it hard to connect. By contrast, a good brand positioning will catapult you on the short list of preferred solutions in the instant consumers demand them.
Ensuring your credibility in terms of brand-perception is one of your most important communication tasks. You will want to achieve a great perceived brand positioning right from the start when you enter the DACH markets. To achieve it, you should work on the following aspects.
Is your brand available to consumers?
Mentally: Your brand needs to be present and visible. Ideally, it should come to mind when consumers think about things you stand for and products you offer.
Physically: Products are recognizable, and available at consumers’ PoS of choice.
Brand Accessibility and Favorability
What is the brand’s value proposition and how can it be strengthened? Ultimately, you want consumers to acknowledge that your products are a great fit for them.
Functionally convincing: Your products have the characteristics that consumers want.
Emotionally connectable: There are no emotional obstacles that prevent consumers from connecting to your brand and its products. Empathetic communication is important for connectivity.
Price-relevant: The brand offers products that are relevant to consumers, viewed from their budgetary point of view.
What are you doing to earn an excellent reputation with customers, after they have bought a product? Are you creating inseparability with your customers?
This is important for your continued business success. Charmed customers will really love you. They will automatically be your brand ambassadors and voluntarily communicate your brand’s qualities at one of the most important touch points of the omnichannel experience that you can’t reach directly: personal recommendation / authentic consumer voice.