Short thread on brand positioning and defining what your startup does best.
The purpose of Brand and Product Positioning is to help everyone involved with your startup tell a clear and consistent narrative about the company, product, and how you compete in the market.
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The purpose of Brand and Product Positioning is to help everyone involved with your startup tell a clear and consistent narrative about the company, product, and how you compete in the market.
👇👇
Step 1: Know your brand
Start by answering these questions:
- What’s your unique selling point (USP)?
- How are you different from your competitors (if at all)?
- Who is your target customer?
Start by answering these questions:
- What’s your unique selling point (USP)?
- How are you different from your competitors (if at all)?
- Who is your target customer?
- What makes your business culture unique?
- How do you improve customers’ lives?
It helps to think of your brand as a real person. Are they wordy and awkward or natural and engaging? Be honest.
- How do you improve customers’ lives?
It helps to think of your brand as a real person. Are they wordy and awkward or natural and engaging? Be honest.
Step 2: Know your competitors
- Search keywords specific to your niche and see who ranks for them.
- Ask your sales team who they’re competing with for customer dollars.
- Ask your existing customers for feedback. What alternatives did they consider before purchase?
- Search keywords specific to your niche and see who ranks for them.
- Ask your sales team who they’re competing with for customer dollars.
- Ask your existing customers for feedback. What alternatives did they consider before purchase?
Step 3: Understand your competitors
- What products and services do they provide?
- How do their products or services compare to yours?
- Their strengths and weaknesses?
- Marketing strategies and results?
- Their market position (in relation to you)?
- What products and services do they provide?
- How do their products or services compare to yours?
- Their strengths and weaknesses?
- Marketing strategies and results?
- Their market position (in relation to you)?
Step 4: Understand what makes you different
Your customers encounter thousands of brands every day. What can you do to make yours stand out? How can you persuade them you do it (whatever “it” might be) better than anyone else?
Your customers encounter thousands of brands every day. What can you do to make yours stand out? How can you persuade them you do it (whatever “it” might be) better than anyone else?
One way is to use all that competitor research you just did. Search the data for your relative strengths and weaknesses.
Specifically, look for flaws in your competitors that are strengths for you. Once you’ve done that, you’ve identified what makes you unique.
Specifically, look for flaws in your competitors that are strengths for you. Once you’ve done that, you’ve identified what makes you unique.
You now know what to focus on when positioning your own brand.
Build your image around those strengths, stress how they make your offerings unique, and really emphasize those strengths in your marketing campaigns.
Build your image around those strengths, stress how they make your offerings unique, and really emphasize those strengths in your marketing campaigns.
Step 5: Write your positioning statement
Time to write your brand positioning statement. This is a message of no more than two sentences that communicates what's unique about your brand, and what value you provide that your competitors don't.
Time to write your brand positioning statement. This is a message of no more than two sentences that communicates what's unique about your brand, and what value you provide that your competitors don't.
Here are some tips for writing a well-crafted positioning statement:
- Write for your target customer only.
- Define your product and service.
- Describe your best and most unique benefits.
- Prove you can achieve the results you claim.
- Write for your target customer only.
- Define your product and service.
- Describe your best and most unique benefits.
- Prove you can achieve the results you claim.
Step 6: Review your positioning statement
Once you’ve written your positioning statement, it’s time to test it.
Gather feedback from focus groups within your target niche, for example, and ask your customers and employees what they think about it.
Once you’ve written your positioning statement, it’s time to test it.
Gather feedback from focus groups within your target niche, for example, and ask your customers and employees what they think about it.
Making your brand stand out is hard. You’re competing for your customers’ attention along with countless other businesses.
If you plan well, and position your brand in the right way, you won’t just rise above the noise made by your competitors, you’ll cancel it out completely
If you plan well, and position your brand in the right way, you won’t just rise above the noise made by your competitors, you’ll cancel it out completely
Additional Helpful Brand Strategy Reads...
What is a brand strategy and how do you create one?
linkedin.com/pulse/what-bra…
How can a brand audit help you outsmart your competition? linkedin.com/pulse/how-can-…
Enjoy!
What is a brand strategy and how do you create one?
linkedin.com/pulse/what-bra…
How can a brand audit help you outsmart your competition? linkedin.com/pulse/how-can-…
Enjoy!
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