There's strength in clarity

Simple adjustments can curate a more clear brand position

Hi Reader,

Brand positioning is one of the most crucial aspects of marketing. It can determine how your business is perceived in the market and is the foundation of how you differentiate yourself from competitors, how customers see you, and how you communicate your value through visual and written marketing. If done well, it builds trust, loyalty, and a strong connection with your audience.

More than the positioning of any one product or service, your brand positioning is more overarching and should fully encapsulate all that you offer. When your range or your service method evolves over time, the brand positioning would remain more consistent.

Let’s break down the key elements that shape yours…

We can all learn something from Maurice Harris

1. Your Target Audience

Understanding who you’re speaking to is the cornerstone of any successful brand positioning. If you haven’t already, define your target audience based on demographics (age, location, etc.), psychographics (interests, values), and behavioural traits (purchasing habits, loyalty). When you understand what your audience needs, wants, and values, you can tailor your messaging and product offerings to resonate with them.

Action: This can evolve over time, as the fit better aligns, so it can also need a reassessment every so often. If you don’t have a target audience defined, use tools like surveys, social media insights, or even Google Analytics, to gather more information about your existing clients and customers. If you don’t have many clients or customers yet, take a moment to document who you think would be a good fit.

2. Your Unique Selling Point

This is what makes you stand out from the competition. It’s the unique value you offer to your customers that no one else does. A strong selling point communicates clearly how you solve a problem, improve a situation, or enhance your customer’s life. People need different things, so your version will be better for some, and not others. This is why we can have different versions of things in the same market.

Action: What problem does my product or service solve, and how do we do it better (or differently) than anyone else? Next, evaluate if that’s effectively communicated across all your marketing materials. Are you highlighting what makes you different?

3. Your Brand Promise

This is the commitment you make to your customers, the benefits they can expect every time they interact with your brand. Your brand promise is about ensuring consistency across all customer touch points. When you make a promise, you need to deliver on it every time.

Action: Think about what your customers can always count on from your brand. Is it exceptional customer service, a premium quality product, or innovative solutions?

4. Brand Messaging

Your brand messaging is the language you use to communicate your brand’s story, value, and personality. It’s how you speak to your audience through every touchpoint, including your website, social media, emails, and more. Your messaging should be consistent, clear, and aligned with the core values of your brand.

Action: Review your messaging across each of your channels. Is your tone consistent? Do you use industry jargon, or plain English?

5. Emotional Connection

Your brand is more than a product or service, it’s an experience. Strong brand positioning creates an emotional connection with your audience. Whether your brand evokes feelings of trust, excitement, or exclusivity, it’s the emotional connection that helps build loyalty and longer relationships.

Action: Consider how your brand makes your customers feel. Do they feel understood, valued, or inspired by your messaging? Creating an emotional connection can significantly improve brand loyalty.

6. Customer Experience

Brand positioning extends beyond the messaging you put out into the world; it also involves the experience customers have when interacting with your business. From website navigation to customer service to the packaging of your product, every interaction with your brand reinforces or detracts from your positioning.

Action: Take a step back and map out the customer journey. Are there any friction points where your brand promise isn’t being delivered from their first interaction with your brand to the post-purchase experience?

When all of these elements come together, you create a brand that is not only distinct in the marketplace but also resonates deeply with your target audience. Well-positioned brands attract the right customers, command a premium price, and inspire loyalty that keeps people coming back.

Improving this positioning can be as simple as having a better understanding and putting that to use in your marketing. Simple adjustments can curate a more clear brand position.

If you’re looking to refine your marketing strategy, I’d love to help you explore this further. Let’s schedule a 45 minute discovery call to discuss your brand positioning and how we can make it stronger.

If instead, you want to share any progress you’ve made, hit reply and tell me all about it.