Buyer response increases when brand positioning and compelling messaging is aligned. How do you achieve it?
Success comes from when you bring the brand characterisation and customers understanding together to create what is often considered a confusing aspect of marketing – positioning.
Throughout a company, there are contrary interpretations of what brand positioning is, and it often leads some very unproductive conversations and misinterpretations. To provide some clarity to the debate, this explanation may assist.
Brand positioning is not a claim, and it’s not a promise. Nor is it a tagline either. A tagline is the nearest thing in the marketplace for many that are potentially attempting to communicate it.
Despite its intrinsic confusion within the company, positioning is potentially the most important aspect of building the brand experience. It is not a tagline capturing what you internally assess your ideal place in the marketing to be. It is the summation of all the steps taken in establishing a brand: brand definition, target market, competitive assessment, etc. It starts and ends with an excellent understanding of the customer.
Brand positioning often becomes one of those nebulous concepts that is kind of hard to pin down. Often created by people believing they have a flair for marketing not understanding the process required to establish a real position. With such whimsical approach to the success of the brand, it is often why companies fail to achieve success.
Positioning is at the heart of what the brand is all about, as it captures everything known and understood about your customer.
For some business people, it can be seen as superfluous marketing buzz. This thinking usually happens when there is has been an extensive debate a brand change or marketing campaign with no measurable outcome.
What many people fail to appreciate is that it is a fundamental aspect of the process of marketing, and you really cannot have a business plan without it.
It is essential to understand what brand position is and this is a clear way of defining it for you.
In its simplest of terms: brand positioning is the space that we want to inhabit in the customer’s mind about your products and services. It is how we want our customers to understand the brand. It is the first thought that we want customers to think about when they hear your brand name.
Brand positioning is how you want your brand “positioned” in their minds.
A well-positioned brand can lead to significant opportunities when you get them right. Well-positioned branding that connects with the customer opens the doors ready for sales. Sales must then seamlessly follow to develop those opportunities ensuring the customer never leaves the motivation for your brand.
For this to occur the selling messages must be carefully aligned with the brand position. This requires input from the sales department to fully understand the customer and their buyer behaviour.
Often we see sales and marketing have meetings, but there is still a disconnect. Potentially a lack of understanding of what role each side plays in contributing to brand positioning and selling messages.
For many years the selling messages designed by marketing were gimmicky, and they read well within marketing materials. However, translated into a conversation they were out of place and highly unnatural to say. Marketing needs to learn a new language that aligns with buyer conversations.
After working through the brand building process, sales needs training in how the position came to fruition. They must be informed of brand definition, target market, competitive assessment, etc. They need to get their minds into the same space as where the target customers will be.
Sales are then well positioned to interview customers in this mindset and find the interest and priorities that will keep the brand position in the forefront of their minds.
Marketing can then create selling messages that are continually developing the emotional connection of how customers feel about your brand.
Well crafted messaging that is engaging to read and can be spoken by salespeople to create the seamless experience from marketing to sales.
Creating a strong brand position will open doors to the right customers leveraging your growth through equally well-positioned sales conversations.
To find out more about brand positioning and the value it can bring to your company, please contact the office.
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