Branding is a well-understood concept for any business, and it is even a factor in developing a personal reputation as a trusted resource in your industry. Branding is a complex issue that includes multiple factors, not just a logo and a corporate image or message.
A central yet distinct aspect of any branding program is brand positioning. This is the ability to create an image and a message that is going to stand out in the thinking and the mind of your intended target audience. It is, in the most basic form, the position your brand holds with the target audience that sets it apart from the branding message of the competition.
Make it Stand Out
There is a lot of thought, research, and consideration, as well as an understanding of the target demographics that goes into successful brand positioning. To be able to create a meaningful, powerful and effective brand to position, it is first essential to consider what your customers in Minneapolis are looking for, how that can be accomplished in a logo or brand, and how that is different from what other companies offering the same product or service are positioning themselves.
Brand Positioning Statement
A branding statement captures the essence of the message you are trying to send. It is short, precise, and clear to your customers how your product or service is different from the competitors in the market.
This brand statement is not the same as a Minneapolis company motto, philosophy, mission statement, or even a tagline. It is an internal benchmark to use when considering all aspects of branding for the product, including packaging, overall branding, marketing, communication to customers, and even for customer service.
An effective brand positioning strategy can be visualized in one or two short sentences. It should define your target customer, the relevance of the product in the market, what the brand gives to the customer, and the value the brand delivers.
