Brand Positioning is a marketing strategy that sets your business apart from the competition.
It is the way in which you introduce and promote your product or service to the public that makes it stick in their mind as unique and different from the competition. Your brand’s position creates the perception as favorable, different, and credible in consumers’ minds.
Brand positioning is important because it reflects your brand’s reputation. From a bottom-line perspective, it increases your brand’s awareness, communicates its value, and justifies its price point.
Brand position marketing creates more financial value over time than short-term performance marketing. It does this by shaping consumer preferences. After all, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity, and the consumer’s willingness to purchase the brand.
In short, brand positioning is about educating your audience in very specific ways about your product or service. This “positioned education” helps sales gain more leads and conversions…and one of the best ways to do this is through content marketing.
BRAND POSITIONING ARTICLES
Follow, Understand, And Help Your Buyer: The Modern Paradigm For B2B Marketing And Sales
While operating within a paradigm, we can achieve desired outcomes, but at the same time become better informed about our actions in a way that enables continuous improvement. Marketing and sales is overserved with tactics and failproof processes to deliver better results. What we need is a modern paradigm, a different way to think about marketing, sales, and our buyers. The paradigm is called follow, understand, and help.
To thrive, companies need to use data to find and reach their in-market buyers with targeted, timely messaging that addresses their business needs and delivers content to decision-makers. This AiThority piece outlines seven data-driven initiatives — including how to build, target, and distribute content — that will help boost your position in the market.
This Skip Prichard interview with Andy Cunningham is a great read on the essence of branding for all of us working on brand publishing. Central to getting your brand publishing strategy right is asking you two straight-forward but really challenging questions.