Why aren’t our social media posts getting any engagement? We’re blogging, but no one is reading our blog posts. When people get to my website, they don’t take action. No one is clicking on our lead page. Why am I not having success if I’m doing all the right things?
Did You Forget Step One: Positioning?
When sales are low, you are going through a rebrand, you are expanding into new markets, or beginning a new promotional campaign, you need to be take the time to develop a strong set of messages. That’s where positioning comes in.
Brand Position Development Focuses You on Your Value
Done right, positioning helps you determine the value you bring to your markets. When you position correctly, you will figure out where you stand with your target markets and how you compare to your competition. This knowledge is the key to defining and streamlining your message.
What Proper Brand Positioning Entails
- Competition – level-at + level-up, digital presence, brand persona
- Your stakeholders – target markets, employees, vendors, fans, leadership
- Methods – existing studies, interviews, baseline data from your platforms, competitive review
- Analysis – look at all gathered data, draw conclusions, identify best market position
Core messaging for your brand:
- Develop brand persona
- Develop core messages to promote across all channels
Specific messaging for each target market:
- Desired emotions
- Your solutions
- Core messages
Never Develop Content Without a Clear Position
Knowing what’s working, how you can stand out, will limit your messaging to solutions to your market’s problems. Seems like a no-brainer.
While positioning initally can seem like a burden, the time and energy you invest in the beginning will reap rewards as your markets start repsonding.
When you position correctly, you are able to speak the language your markets want to hear.