Before creating your branding strategy, define and develop a winning positioning message.
The positioning 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 marketing campaigns should follow the same branding strategy.
Working without a positioning message 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 will it stand out from the competition. Thus, an inaccurate positioning communication will result in your target market being less attracted to your offer, or not interested at all. This is why it is crucial to have a well-conceived marketing positioning and branding strategy.
Simply put, your strategy is how you want prospects to perceive your company and its solutions. A company can be proactive, reactive, or passive about the on-going process of developing a positioning marketing message. Certainly, a company has the ability to positively influence market perception through wise strategic actions. Prospects will be more likely to remember your offering if your company is clearly differentiated from the competition in a way that is appealing 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 strategy, some preliminary market research is necessary. Once a brand strategy is in place, many companies find it easier to deal with clients and prospects. Here’s why:
A strategy must be consistent across all campaigns in order to be effective. With a consistent positioning strategy, the brand strategy should be identical for social media campaigns, newsletters, blogs, media coverage, sales materials, web pages, and all other elements contributing to a company’s image.
“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, Former President and CEO, Interfacing Technologies Corporation (acquired by ODESIA Group Inc.)