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The second installment in our five-part series, we’ll be discussing some of the finer points of brand positioning today.
Authenticity is a necessity
You can’t fake it anymore. We live in the digital age, where information is exchanged more rapidly then ever. And that tweet you just sent out about how you totally hold your high school’s deadlift record was disproven by a Google search before you got done reading this sentence. The exaggerations and hyperbolic claims that advertisements of the pre-internet age were famous for have made the transition into the 20th century about as well as the print publications that used to display them.
Honesty in marketing is crucial, and being transparent about the culture of your brand will get you the respect and, more importantly, attention of the modern consumer who holds these values in high regard.
So, if you own a clothing company who holds a position of being an earth and human-conscious brand, it’s probably best to avoid selling your clothes at a retailer known for their subpar treatment of employees and negligible pay. Sales will go up in the short term, but your core customer base who has long loved your brand for its values will find out and will surely be less than pleased. Trust is hard to come by, and even more difficult to get back. Be open, be honest, and don’t lose it.
Make your voice distinctly yours
It’s a common misconception in marketing and that he who shouts the loudest will be the one who’s heard. Really, it’s about playing to our strengths. As we’ve previously mentioned (link), brand positioning is all about taking your favorable aspects and running with them.
When there are a dozen other brands out there competing for that same delicate spot in the minds of your audience, you have to think about your brand and what makes it stand out. Maybe your competition sells a similar product for less, but it’s of inferior quality. Your position is one of premium quality. Let your customers know that while they may be paying more for what you offer, they’re getting their money’s worth and then some. You can go on and on about how low your prices are, but if your competitor’s prices are lower, is anyone going to even give you a second glance? Of course not.
If you offer something exclusive, be it a product or service they can’t get anywhere else, that’s the message you should be trying to get across. Let them know what makes you special and don’t let them forget it. Maybe you’re one of 17 used car dealerships in your area, and your prices and product are about on par with everyone else. What do you do? You do something that makes people want to buy your used cars and not anyone else’s, that’s what! Can you afford to offer free oil changes and service for the first year after they purchase a vehicle from you? Then offer it and make sure every potential used car buyer in your town is aware of it. Now there are 16 used car dealerships in your area and one used car dealership that offers free oil changes and service for a year. You now have a position in your market that is yours to lose, or yours to keep.
So much branding goodness is still coming your way. Stay tuned!
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