In my last blog, I talked about positioning and carving out a space for your brand’s niche in the marketplace – and within your customers’ minds.
But what exactly is the point of positioning? Sure, in the broader sense, it’s to get more buyers, sales and profits … but more specifically, what does positioning aim to do?
From a brand strategy standpoint, there are actually three goals: 1) to raise awareness 2) to improve consumer knowledge, and 3) to establish an image.
Let’s look at all three:
- Raising awareness – One of the main intentions of positioning is to raise awareness for your brand – to get people in your target audience to hear about your brand and start to recognize its name, products, services and what it delivers. Though simple awareness doesn’t always translate into a sale, it is the first step in the process. Think of it this way: If a consumer needs a product you sell, how will they ever know to come to you to buy it if they’re not aware you exist? It’s like that old adage, “If a tree falls in the woods and no one is there to hear it, does it really make a sound?”
- Improving consumer knowledge – The second goal of positioning is to improve consumer knowledge about your brand – to allow your target audience to learn about what your products offer, the benefits they provide, and maybe even the character and personality of your brand. In general, the more consumers know about your brand, the more likely they are to come to it when they’re in need.
- Establishing an image – Finally, positioning can help establish an image for your brand. This image can be visual (your logos, colors and other graphics) or it can simply be the feelings and emotions your brand evokes. These things work together to endear you to potential customers and make them feel a connection – maybe even loyalty – to a company or brand.
Take a step back and look at your brand’s position. Is it doing all three of these things? If it’s not, you’re selling yourself short. Contact the branding experts at Haley Brand Intelligence today, and we’ll ensure your brand positioning is as effective and impactful as possible.