How to develop a brand positioning strategy

How to develop a brand positioning strategy

Developing a brand positioning strategy is one of the most important aspects of how you promote your business or service. But it’s important to remember that you’re doing far more than putting the basics of who you are and what you do out there.

Chances are, there are many equivalent brands doing similar things to you – all trying to find their niche and secure customers in a highly competitive marketplace.

Where to begin?

Your first and most important step is to identify and define what makes your brand unique. In other words, you need to take a methodical approach to establishing and expressing your brand’s personality. Take the time to get this right, and it will make your brand positioning strategy far easier to hone and implement.

If your brand positioning is true to you, it will show. Today’s savvy customers can easily spot the difference between a hastily assembled positioning statement and one that boldly reflects who you are and what you’re about. Your brand positioning must stand up to scrutiny if it’s to attract and secure the customers who will then help spread the word as brand ambassadors.

Step by step to an effective brand positioning strategy

There are five key steps to clarifying and enhancing your positioning:

  1. Take a close and critical look at how your brand is currently positioned, and ask yourself how you can improve it, and make it truer to you and more persuasive to your target audience.
  2. Identify your direct competitors, and what makes you different from them – in terms of how they’re positioned and how you can stand apart from them.
  3. Based on your unique attributes, and what they mean to your target audience, develop a brand positioning statement.

What is a brand positioning statement?

An effective brand positioning statement – or brand proposition – is one or two sentences that communicate succinctly your unique value to customers. It should give people a compelling reason to choose you over your competitors.

  1. Build your brand positioning strategy, based on a clear set of brand values and an emotive brand philosophy you can stand behind with confidence.
  2. Refine your positioning statement or proposition, based on any fresh insights and ideas you have during the process.

The icing on the cake

With your brand positioning strategy clearly defined, you can then set about developing and refining your visual and verbal language to reflect it. It’s also a good idea to create a brand book and brand guidelines, as a useful document of the process and a reference to keep all your brand communications consistent and powerful.

The Branding Experts – Liven Creative

Liven Creative has extensive experience helping brands create and implement highly effective positioning strategies. We work with clients across the sectors with a range of powerful brand development services.

Visit our brand development services page to find out more – and then get in touch with us to discuss your project.

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James Glass

An accomplished brand expert, I believe passionately in the integral role that effective design can play in solving business challenges. My approach when working with clients centres predominantly on strategic account planning and direction: listening, distilling critical information and providing innovative and commercially viable solutions which represent a client’s core values and unique strengths to ultimately address the challenges they face.