Objectives Of Brand Positioning

Objectives Of Brand Positioning Within The Marketplace

Your brand must create an emotional response from your audience so you must position yourself correctly. Discover the objectives of brand positioning.

Hi Trish Davies, here, to give you more insights on branding and why it is important for your business. Over the last few posts, I have covered a lot on the theory of branding such as brand identity and the emotion that branding should invoke.

Also, I have shared with you some crucial brand competition analysis. By now you should know what feelings your competitors’ brands are conveying and how your competitors are positioning themselves. Now your next step is to start developing your brand and positioning as a means of conveying a feeling to your prospects and getting a bigger market share.

The main thing to remember here is that you need to develop a brand image and a unique selling position that your market cares about.  If your intended audience really doesn’t care about them, then your brand and unique selling position will be weak and ineffective. Let’s look at some objectives of brand positioning.

Objectives Of Brand Positioning Example 

Let me give you an exaggerated example just to show you what I mean.

Let’s suppose you sell baby products, like clothing.  Chances are, you’re going to design a brand and unique selling position around comfort, convenience, love, security, or similar factors. Right?

Now imagine if you designed your brand around something like prestige or power. Imagine bold black and gold designs. Imagine a slogan that evoked power, perhaps something about “putting other babies to shame.”

It’s ridiculous unless this brand was part of a tongue-in-cheek humour campaign. This brand simply wouldn’t work for parents who’re wanting to dress their new-borns in safe and comfortable baby clothes.

Okay, so that was an exaggerated example. You’re not likely to make mistake of that magnitude. However, you may end up with a weak or ineffective brand if you don’t truly understand your market. So, let’s quickly go over this key concept.

Understanding Your Market 

If you’re new to the niche you’re working in, then you need to spend some time researching this market. The reason is that you want to get a better feel for what’s important to them.

The upshot is that what you need to do is spend time with your market. In order to understand them, you need to crawl inside their heads. You need to find out what they like and don’t like about the current solutions on the market.

How do you do that? Let me share three tips with you.

Visit Niche Communities 

By niche communities, I’m referring to blogs, social media sites like Facebook, and niche forums.  Basically, you visit any site where members of your niche are discussing niche topics. Just spend an hour reading these discussions, and you’ll get a much better understanding of your market’s needs, wants, hopes, and fears.

Read Product Reviews 

Naturally, you should read the product reviews belonging to your closest competitors.  This is easy if your competitors have your products listed on retail sites like Amazon.com or similar places, as these sites tend to display a lot of product reviews.

If you can’t find your competitors’ products on these sites then do a general online search. Run a search in your favourite search engine for the product name followed by the search term “review.”

Keep in mind that many of the reviews you’ll encounter this way are likely to be biased. This is because as many of them are written by affiliates who are partners of the company, as opposed to actual customers. Customer reviews are what you are looking for.

Once you find reviews written by customers, look for patterns across reviews. Just from the words they use, you may get a sense of what they’re looking for in a product.  For example, if you were selling baby products, you might see comments that directly reflect a parent’s desire to keep their baby safe. That might be a clue to you that a brand built on safety and security would work well for that particular market.

Ask Your Market 

Finally, another way to get at what your prospective customers are looking for is to survey them. If you have a WordPress website you can install survey plugins. Alternatively, you can use third party survey sites like SurveyMonkey.com. You can also run surveys and offer questionnaires through your social media platforms.

The idea here is to simply ask your market what it is that they’re seeking in niche products. You can ask both open-ended and multiple-choice questions to find out what factors are most important to them. This will give you an idea of how to build your brand.

As you can see there are several objectives to brand positioning. The upshot is to gain clarity on what your market is looking for so you can meet that demand. What they are looking for will reflect emotion, types of products, their language nd general overall feeling of that market.

Then you can take that information to mould your brand around what that market is expecting. At the same time though putting your unique perspective on things to make you stand out from your competitors.

Positioning is everything when it comes to business. That’s because if you are not aligned with you audience then you will find it very hard to get a footing in that market.

The objectives of brand positioning are covered within my Build Your AU training programs. Within the programs I help you create your own strong personal brand through my own unique process. To learn more about Build Your AU click here. In future posts I will be covering specific elements that you must have in place to further develop you bran. Make sure you look out for that in the coming days.

Helping you build your authenticity, authority, and audience.

Trish Davies

Build Your AU