by Kelly Hobkirk
Brand positioning is one of the single most important steps any business can take on the road to success. Yet, brand positioning is perhaps the most shunned part of branding that exists, especially for small businesses who understand the value of positioning only after the results of the effort are in. That means their motivation for the work itself is often low because they would rather be tending to the hundreds of other tasks calling for their attention.
I’ve found that clients often expect to see visuals at every stage of brand development, yet in positioning and strategy, there frequently are no visuals (or only those of your competitors), only text. Pointed text, valuable text, but still just text.
It’s easy to just say, ‘This is our position,’ or, ‘This is where we want to be, so we will be there,’ but the problem is if there is already someone there who is bigger, better, or far more financially endowed, you may need to shift positions. Brand positioning reveals that.
Positioning can be tough because it can reveal that your golden egg is perhaps a little more on the bronze side. More often, brand positioning is an empowering exercise in clearly defining your niche.
We all like to believe that our ideas are completely original, and often times they are. But – and this is a big but – sometimes original ideas are not so original, without you knowing it. In positioning, you gain valuable insight into who will be your true competition.
Brand positioning brings to light the viability of your product or service. It can also show alternate paths, and even reveal new opportunities.
Brand Positioning is a difficult task which can rarely be completed by one person alone. Good brand positioning is a question and answer proposition, requiring hours and days of intense research, along with a ton of true objectivity. I usually create a team of designer and client who work together.
Combined with brand strategy, positioning is a potent step in brand development. Brand positioning and strategy will provide you with a clear direction and a wide-angle view of the future for your marketing. It will also give your graphic designer exactly what they need to be able to design your corporate or brand identity with purpose and meaning.
Brand positioning clearly defines the following crucial things, before you invest time, money, hopes, and energy in realizing your vision:
Is your idea unique? You may think it is, but now is the time to do some intensive research to discover whether or not other companies are marketing the same product or service.
Establish your unique position in your chosen market
If your product is totally unique, you may have hit a home run. If there are other products just like it, you may have to position yours as being different in one important way, which can capture the attention of your audience, and can garner enough sales to justify the effort.
Everyone has competition. Everyone. I once had a boss who liked to tell his employees that the company had no competition. He wanted them to think only about their own success. There is wisdom in that approach, because it can help people focus, however, a strong competitor is a valuable asset. It gives you a peer, a potential equal whom you can rise above, or set incremental goals against, to capture a market. All great athletes have competitors. Businesses do too.
Determine required budget to compete
Do you have the needed budget? You may have the drive and determination, but if a larger competitor has the marketing budget to outgun you at every crucial step, you are going to need to change your strategy, and you may need to consider a different position in the market.
Brand positioning is often a hard process. When you’re excited about getting your business started or launching a new brand, objectivity is usually the one key ingredient most people lack, and often in a big way. I highly recommend pairing with a brand consultant or graphic designer who truly understands branding.
At the end of the process, you should have a brand position summary that clearly states your market position, and can guide your product development, brand development, and marketing planning.