Written by: Sachin Parmar
Are you making the most of your brand position or are you seeking a stronger footing in your sector? Don’t dismiss the importance of brand positioning. Ensure your business is primed for success with these simple-to-follow steps.
Sachin Parmar, Co-founder and Creative Director from evokeu, London’s leading boutique digital marketing and branding agency, shares his advice about how to secure the optimum brand position, which could transform the popularity of your product or service.
Brand positioning is a marketing term for the value your product or service adds to an industry. It’s where your unique selling points or your ‘USPs’ play a part in making your business memorable so that when customers think of the market in which your product or service sits, they’ll instantly associate it with your business. A perfect example of brand positioning is the power Heinz has over baked beans and tomato ketchup – ‘it has to be Heinz’ as the slogan chimes. The goal of any marketing strategy is to achieve this level of brand positioning, but it doesn’t happen overnight, it takes work, expertise and time. To propel your business forward to the ultimate brand position, follow these tips and tricks.
Assess your competition
Even if you classify yourself as an industry expert, it’s crucial that you complete some detailed market research before drafting and implementing a marketing strategy. The world is constantly evolving, and every industry is impacted by current affairs and changing trends. Either carry out some desk research or enlist a company to help with in-depth analysis. Once you fully understand the current state of your industry, you need to get clued up on what your competitors are doing. Don’t just focus on the companies that have a stronger brand position than you, also look at the companies that are having less of an impact than you are. This will help you identify the areas of your business that are supporting your brand position and the areas that need improving.
Evaluate your target audience
Following a thorough industry analysis, you can then move on to looking at your customers and prospective customers. By surveying your audience, you can get opinions straight from the horse’s mouth, as the saying goes. Find out what they like about your product or service and if they haven’t purchased from you before, investigate their favourite product or service in your industry and why they chose this business over yours. Once you have a good lay of the land, you’ll have evidence to back up your strengths and weaknesses as a business and insight into the gaps in the market that you could potentially exploit. For instance, is your sector lacking an affordable option or a service that’s delivered remotely and quickly? Can you adapt your product or service to fill this gap in the market and own the space in your industry?
Less can sometimes achieve more
You’re more likely to reap the rewards of a marketing plan if you focus on a handful of USPs rather than trying to fulfil every need of your customer. For memory recall to be instant, your customers need to understand with ease why they would purchase your product or service above anyone else’s. Is it the cheapest on the market, the best quality or the most sustainable option? When you’ve established your primary USPs, then you need to shape your marketing, advertising and brand strategy around these features. This will cement the message in your customers’ minds and work towards making your brand position within the sector more permanent.
Brand positioning doesn’t need to be complicated with the guidance of evokeu’s expert knowledge. If you want to make your business shine and be seen, then invest in a team that has helped numerous companies achieve success with strategy creation and execution.
If you’d like to find out more about Sachin and evokeu, please visit here. You can also follow Sachin on LinkedIn, where he frequently posts business advice and inspiring content.
About the author:
Sachin Parmar is the Co-founder and Creative Director of boutique digital marketing and branding agency, evokeu. With decades of design experience, Sachin has a keen eye for detail and a drive to create consistently superior results. Sachin and his expert team work with big and small brands across many sectors to help clients capture customer attention and create growth. Evokeu also has a vertical brand called Graphic Kitchen, which specialises in the hospitality sector.
