Find out how to position your brand with SEO
As much as we may be great advocates of SEO and user experience, we must also be realistic and admit that, for a company to succeed, there is more to consider than just the result, albeit stellar, of research.
Smart brand positioning is the key that will allow you to make your products and services truly competitive, increasing brand recognition and brand equity.
Having acquired the fundamental notions of positioning your brand, we will now move on to examine the less superficial facets of this aspect.
What do we understand by brand positioning?
Brand positioning is all about how much your brand can get into people’s heads and occupy a specific niche in their consciousness. A solid, targeted brand strategy takes everything into account: from the message and personality you need to portray to selecting the demographic you want to control.
All of these elements are critical to increasing brand equity by focusing your marketing strategy on what distinguishes your products or services from those of your competitors.
Whether it’s through excellent customer service, quality products, or clever tweets, you’ll need to attract your target demographic and get more than just conversions.
Only when you implement a strong enough brand positioning strategy will you grow a community around your company.
Customers who love your company’s products and services will engage others and increase your brand recognition. But how do you get there?
How to develop a brand positioning strategy?
Let’s be clear: a brand positioning strategy does not happen in a day. Why? Because the process requires in-depth controls and analysis at all levels of the company, from the part-time employee to the various stakeholders.
But don’t be discouraged, there are still some key points that will help you lay the best foundation for building a positioning strategy that fits your brand. Additionally, you can think about the idea of hiring the professional services of a digital marketing agency, and thus ensure effectiveness and success.
Discover your strengths, weaknesses, opportunities, and threats.
It is best to start with a SWOT analysis. If you have just launched your company and therefore do not have the necessary data to conduct this assessment, take the opportunity to survey the competitive landscape and assess potential future challenges and opportunities. Obviously, this analysis will need to be repeated cyclically, as conditions in your company and your relevant market change.
At a basic level, your company probably offers the same products or services as your competitors. To make your brand stand out from the crowd with a brand positioning strategy, you must first understand how your competitors move, what goes wrong, and what gaps your company could fill.
- Where does your brand fit into this picture?
- What are opportunities open to you?
- What are the potential threats?
At this stage, you should also consider conducting some stakeholder interviews to begin to understand your company at a deeper level.
- According to them, what does your company need to do to improve brand positioning?
- What could satisfy them as the brand grows?
Starting everything at the same level creates a stable foundation on which to build a successful positioning strategy.
Create detailed buyer profiles
Before you start talking to customers, you must first understand what your ideal target audience is. Take the time to create personas (i.e., hypothetical, generalized customer profiles) that can ideally cover your current and desired demographics.
Whether you gather them through Google Surveys or through geographic searches, these personas should ultimately identify with your brand’s core customers.
Once these profiles are created, you can focus on what your commonalities are – they will tell you something about what your customers expect your brand to be.
Create a powerful brand positioning statement
Now that you have all this data, feedback, and people to use, it’s time to start creating your brand positioning strategy.
A brand positioning statement provides an internal and essential guide to what your brand is, what it does, what it offers the customer, and how it differs from the competition.
In the brand statement, you should base your communication strategy directly on the outside.
The statement should be clear, not only to those who work in your team but also to your characters: through it, they should be able to understand what your brand is doing, why, and what it is better than your competitors.
Brand positioning with a unique voice
Finally, you can begin to implement your brand positioning strategy. You have shaped your internal resources and now it’s time to move forward to refine your external communication and copy. Remember that everything from your customer experience to your brand personality must find the consent of your target audience. Only when your messages ring true to your target audience will you get the results you need.
What does your brand promise? High-quality products? Reliable solutions? Make sure you deliver what you sell in a way that is authentic and consistent with your personality. This means that every communication, across all channels, from social media copy to email marketing campaigns, must deliver on the tone and voice you’ve given it.