Marketing Strategy > Positioning Strategy
Positioning, Branding and Marketing Strategy
Before creating your branding strategy, define and develop a winning positioning and marketing strategy
Testimonials“The new positioning, recently defined with the help of Direct Objective, allows us now to target our Process Management software strength to the most critical needs of our diversified markets."
Meir Levi, President and CEO, Interfacing Technologies Corporation
The positioning and marketing strategy is the foundation of any marketing activity. Whether a lead generation marketing campaign, a loyalty program or just the development of new marketing material, all campaigns should follow the same positioning and marketing strategy.
Working without a positioning and branding strategy to guide the development of marketing campaigns is like shooting with a blindfold: your company’s product or service will not be clear to your prospects, nor would it stand out from the competition. Thus, an inaccurate positioning and marketing strategy will result in your target market being less attracted to your offering, or even not attracted at all — and that’s why it is crucial to have a well-conceived marketing positioning and branding strategy.
What is a Positioning and Marketing Strategy?
Simply put, your positioning and marketing strategy is how you want prospects to perceive your company and/or your offering. It is the overall perception the market has of a particular company offering in relation to its competition. A company can be proactive, reactive or passive about the on-going process of developing a positioning and marketing strategy. Certainly a company can positively influence market perception through wise strategic actions. Prospects will more likely remember your offering if your company is clearly differentiated from the competition in a way that is attractive to them.
Ask yourself, what value do you add to your prospects that is not universal on the market? In order to determine the best positioning and marketing strategy, some preliminary market research is necessary.
Once a brand strategy/positioning and marketing strategy is in place, many companies find it easier to deal with clients and prospects. Here’s why:
- A positioning and marketing strategy isolates the appropriate target market, so that prospects are more likely to be responsive to your positioning and brand strategy.
- A positioning and marketing strategy distills complex concepts into simple and focused ideas, acting as a kind of elevator pitch for all communications with clients and prospects.
A positioning and marketing strategy must be consistent across all campaigns in order to be effective. With a consistent positioning strategy, the branding strategy should be identical for newsletters, sales materials, web pages, and all other elements of a company’s image.