Why brand positioning is important for you company
Brand positioning creates market differentiation for your brand. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.
1. It sets you apart from the competition
Brand positioning enables you to stake out a unique territory (an industry specialty or a very specialized services offering for example) for your practice into which no competitor will dare venture because they will become labelled as a “me-too” firm, an also-ran following in your footsteps.
2. It will help you focus on a specific target market
By laying claim to a particular feature or benefit through positioning, you’ll be forced to focus your services accordingly. This, in turn, will cause you to be perceived as an expert in those services, which increases your value to prospects. Specialists grow twice as fast as firms that describe themselves as generalists.
3. It allows for more effective, creative decision-making
Once you’ve developed your brand positioning, you’ll have the insight to make more effective decisions throughout any creative process. Clear positioning allows your business to have clear communication.
A brand positioning strategy therefore involves creating brand associations in customers’ minds to make them perceive the brand in a specific way.