In the business world, the saying is, you only get one chance to make a good first impression. In the digital world, your brand is your first impression.
Developing a brand positioning strategy is an essential part of your business. In today’s fast-paced business world you need something to set you apart from the competition.
There are over a billion websites. Add to that the growing number of social media sites claiming to be the marketing platform of choice. Things can get hectic and quite confusing.
If you want people to remember who you are, you need to be consistent in getting your name, product or service out into the world.
This includes keeping your website fresh with current content, plus posting and responding to inquiries on social media.
1. Be Consistent
It may not be that your brand positioning strategy isn’t already awesome. It could be that you aren’t consistent with your strategy.
In today’s fast-paced world, things move quickly, and people are being inundated with information. Effective frequency is a term used to describe the importance of repeating information to make it memorable.
For a slogan or catchphrase to stick with a consumer it has to be heard over and over again. The same is true for your brand.
If you want people to remember who you are, you need to be consistent in getting your name, product or service out in the world.
This includes keeping your website fresh with current content. Make sure you are posting regularly on your social media platforms.
You should also be consistent when it comes to replying to customer inquiries. Don’t be the brand known for ignoring their followers.
2. Utilize Social Media Effectively
Having a social media page on every social media platform without a serious plan can do a lot to kill your brand.
Do a social media check-up to see if some of these accounts can be deleted. To do this you need to understand what demographic each platform represents. You also need to develop strategies specific to each platform.
Instagram and Pinterest is about imagery. Creating a written post on these platforms without graphics would be a complete waste of time.
A good brand positioning strategy would be to have eye-catching images that reflect your product or service. Be sure to include your logo and name on each image.
Take the responses to your social media postings to measure engagement. Give them more of what they like.
3. Watch Your Competitors
No. you don’t have to keep up with the Joneses, but it never hurts to know what they are doing. Competition is good and challenges us to think differently.
Learn who your top competitors are and watch what is working for their brand. The goal is not to emulate what they are doing. You simply want to see their strategy and its effectiveness.
If the competition runs a 50% off sale on red sweaters, it would be cheesy to do the same. But if you notice people are more responsive to their brand on Instagram try marketing on Instagram.
Having a strong competitive awareness can teach you a thing or two about pricing, product knowledge and messaging.
Too often brands make the mistake of believing they are the expert in their field, but we should always be open to learning. You may be amazed at what you can pick-up by seeing it from a different point of view.
4. Brand Loyalty
Do you view your loyal customers as repeat buyers or do you see them as brand ambassadors? How you respond will say a lot about your brand strategy.
Loyal customers want to be appreciated. Appreciated customers talk about how amazing your business is.
Brand loyalty in action is a surefire way to know you have a killer brand positioning strategy.
Go the extra mile to reward your customers. Offer them specials that aren’t offered to the public. Send them free gifts that carry your brand logo. T-shirts, hats, and coffee mugs are a few items they are sure to appreciate.
You can also increase brand loyalty by offering special privileges or cash back for recommending a friend.
People want to feel needed and recognized. Show some love to your loyal customers and wait for them to reciprocate.
5. Engage Employees in Your Brand Positioning Strategy
Have you ever gone out to dinner, and the food was awesome, but the experience was ruined because the server had an awful attitude?
Regardless of what business you are in, customer service is a must. Bad service ruins brands every day.
A successful business isn’t just about having a great product and displaying it well. Having knowledgeable employees who are passionate about what they do is a must. Brand loyalty extends to those who work for you.
The best employees are generally the ones who feel appreciated. Recognize their good work. Even if you can’t give regular raises find ways to give positive reaffirmation.
These could include quarterly bonuses, employee recognition and contests that reward high performance.
6. Stay Up-to-Date with Technology
Technology drives industry. Whether it is your website, brick and mortar operations or social media, stay in front of changes in technology.
Live streaming, augmented reality, mobile websites and real-time chat are a few trends that keep businesses connected to customers. These also help with brand strategy positioning.
Don’t see your brand strategy as selling more products. See it as a means to connect with your targeted audience.
Everyday technology brings us closer to the people in our social communities. Whether your customer is local or across the country, utilize tools to stay connected.
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