What do you do if you want to master brand positioning?

Spend time listening to people who live your brand. And be willing to hear the truth from the perspectives of those that both love you and don't. Be open to the learnings of why your competitors are succeeding. Position with depth. The opportunity is in your own vulnerability.

There are 3 key aspects to focus on when Building a brand's positioning statement - 1. The problem statement you are trying to solve 2. The audience you want to attract 3. Your unique value proposition Once these three are identified, the positioning statement can be written. The best ones always have another layer: ' Why does the brand exist?'

Brand positioning is an art of tailoring your brand attributes to meet needs and aspirations of the target audience. To be able to do this, it is important to first identify your target audience, and then understand their pain points so you are able to tailor your offering to meet those pain points. This understandanding of pain points also contributes immensely to the messaging, which is a critical aspect of brand positioning and this endears your brand to the target audience, driving brand loyalty and brand love.

To master brand positioning, one must thoroughly understand their target audience, establish a unique value proposition, conduct comprehensive market research, craft a consistent brand message aligned with core values, develop a visually compelling identity, communicate the positioning consistently across all channels, and continually monitor and adapt based on market feedback and shifts.

To position your brand effectively, you must embrace a unique and genuine perspective that resonates with both your brand and your audience. Delve into the essence of your brand to uncover what sets it apart. Recognize your audience as individuals with distinct needs, desires, and aspirations. Differentiation is not just about standing out, it is about genuinely expressing what makes your brand special and meaningful. Develop your value proposition as a genuine promise of the benefits and experiences your brand delivers. Infuse your understanding of brand positioning with authenticity, empathy, and creativity to foster lasting relationships with your audience.

To position your brand effectively, look beyond surface-level observations of competitors. Instead, view them as valuable sources of inspiration and insight. Analyze how they engage with their audience, what messaging resonates, and how they differentiate themselves. By understanding their underlying motivations and aspirations, you can identify gaps, emerging trends, and untapped opportunities. Don't copy your competitors; leverage their strengths and weaknesses to create a unique and authentic identity for your brand that connects with your audience on a deeper level.

A good tip is to understand where your competitors are failing - if they have an active social media presence, look through all the comments, see what people are not happy with - that may present an opportunity for your brand positioning.

To figure out your brand's UVP, you need to assess your brand’s strengths, how they align with customer needs, and if they fill in gaps in the market. Craft a concise, clear UVP focusing on benefits and emotional connection. Validate with customer feedback and refine based on market response. Ensure consistency across all brand touchpoints and train your team to communicate the UVP effectively. It's not just about being different from others, but rather being relevant and valuable to customers.

Lay out a customer journey map to understand all the touchpoints your audience has with your brand. The stages of a customer's journey include the "pre-need" and "consider" stages so ensure messaging is consistent and clear on what the benefits and values of your product/service are.

Develop a unique value proposition that sets the brand apart from competitors. This involves clearly defining the brand's core values, attributes, and benefits that resonate with the target audience. By crafting a compelling and differentiated value proposition, the brand can establish a strong position in the market. Once the value proposition is defined, it is essential to consistently communicate the brand's message across all touchpoints. This includes branding elements such as the logo, tagline, and visual identity, as well as the tone of voice and messaging used in marketing communications. Consistency in messaging helps reinforce the brand positioning and create a cohesive brand experience for consumers.

To evaluate brand positioning, understand its impact in the market beyond traditional metrics like awareness and share. Consider customer sentiment, loyalty, and value. Solicit customer feedback through surveys, reviews, and social media interactions, then use it to refine and optimize your strategy. Embrace continuous improvement by iterating on your brand positioning based on real-world feedback and market dynamics. Success is about building relationships and delivering meaningful experiences.

My tip if you want to grow your skill or master brand positioning is be a student of business as well as marketing. Study past and present success stories and equally, stories of businesses that failed. Business pubs and strategy podcasts are great information sources. Understand market forces and how leadership structures can impact the success or lack of success of a position before you take it.

A helpful Brand Positioning Statement to use is: To (my target market), *my brand* is the brand of (frame of reference) that (point of difference) because of (product attributes). This will clarify who your target is (and isn't), your differential and your benefits.