If you are running a business such as equipment transport, you must have a clear understanding of what sets you apart from the competition. Successful companies have reached the level they are at by building a strong brand. For any business striving to achieve success, they must work on creating a strong brand. However, there is always one sure way to build a strong brand, and that is through brand positioning.
Brand positioning refers to the process of positioning your brand in the mind of your customers. It is more than a tagline and a fancy logo, and it entails all the strategies you set aside to set your business ahead of competitors. Effective brand positioning defines the extent to which a brand is perceived as favorable, credible, and different in the minds of consumers. If you are looking forward to having a strong brand positioning, here is how to go about it;
Determine your current brand positioning
Are you currently marketing your products and services as just another item on the market or you have something that sets you apart? Your current brand positioning will give you important insights into where you want to go next. You need to understand your current market in a unique way if you want to make a difference.
Identify your competitors
After you have done a personal analysis of what you have, the next step is to analyze your competition. You need to perform competitor research to see who you are up against. The research will help you understand where you stand in the market and what you can do to improve. When conducting market research, ensure you collect all customer feedback process their responses.
Identify what makes your brand unique
Building a unique brand involves identifying what makes you different and what works best for your business. Start by defining what you want your business to be known for and then work on building an image based on that. After you have conducted competitor research you will begin to see patterns on where you can improve. You will start to see the strengths and weaknesses of your business and understand the areas you can improve.
Create your positioning statement
It’s time to take what you have learned and create a brand positioning statement. A positioning statement is one or two sentences which is a declaration statement on the unique values of your brand in relation to customers and main competitors. You need to understand your target customers, the products and services you offer, the greatest benefits customers draw from your products and services as well as the proof of that benefit. When you know the answers to these questions, you can then craft a simple and compelling positioning statement.
In the last stages, you need to establish emotional connections with your prospects and customers. It is very important to connect with your prospects on a human level as doing so helps in building trust and helping your prospects have a more positive experience with your brand. Additionally, you need to reinforce the differentiating qualities of your brand, and champion what sets your business apart.