Post by account_disabled on Dec 3, 2023 5:56:28 GMT
To define the essence of your brand you must answer the following questions:
What does your brand inspire in people? What's the first thing they think of when it comes to your brand? Think about it. Think about how you want people to perceive your company.
How and under what circumstances do people turn to your brand?
How could your brand benefit the work/life process of your target segment? What exactly will change?
Once you have the answers to these questions, you will be able to determine why people choose your brand and product based on their value system.
This is known as your “brand essence.” These are the thoughts, feelings and emotions that people experience when they think about your company.
Examples of brand essence
3. Highlight the functional and emotional benefits of your brand
Next, you need to make sure you understand the functional and emotional Country Email List benefits of your brand. More specifically, you need to think about the functional and emotional benefits your customers will get from your brand.
Overall, you need to think about the following:
How the customer will use the product/service
What the customer should expect when using the product/service
What the customer should feel after using the product/service
What the customer should expect after using the product/service
Example of functional and emotional benefits of a brand
The more you think about how your customer feels and what they get from your company, the more aligned your brand positioning will be. The key is to always focus on your customers and their vision for your brand.
4. Identify the “reason to believe”
The next step is to define why consumers should trust the brand values you are trying to communicate.
Essentially, there are three key ways to make your target segment believe in your communication messages:
Choose key points of differentiation, both functional and emotional, that set you apart from the competition;
Think about why your audience should believe in your uniqueness, and how encouraging, sustainable and long-lasting these points of differentiation really are.
Define the key tactics that best communicate your perception of the brand. In the Dove example, we are forced to believe their message of empowerment and self-acceptance because the brand never uses luxurious or glamorous images. Nike uses both celebrities and "real life" people with their stories to support, regardless of context, the brand's idea which is summed up in the formula "just do it".
How to integrate Brand Positioning into your overall marketing strategy
Now that you know how to create a brand positioning strategy you need to think about tying it into your overall marketing efforts.
Each customer segment that is triggered by more personalized messaging needs to be addressed with a specific plan and marketing mix . That's where Semrush .Trends comes in , giving you insights and performance ratings into your and your competitors' marketing tactics to help you refine and maximize your brand's communications efforts.
What does your brand inspire in people? What's the first thing they think of when it comes to your brand? Think about it. Think about how you want people to perceive your company.
How and under what circumstances do people turn to your brand?
How could your brand benefit the work/life process of your target segment? What exactly will change?
Once you have the answers to these questions, you will be able to determine why people choose your brand and product based on their value system.
This is known as your “brand essence.” These are the thoughts, feelings and emotions that people experience when they think about your company.
Examples of brand essence
3. Highlight the functional and emotional benefits of your brand
Next, you need to make sure you understand the functional and emotional Country Email List benefits of your brand. More specifically, you need to think about the functional and emotional benefits your customers will get from your brand.
Overall, you need to think about the following:
How the customer will use the product/service
What the customer should expect when using the product/service
What the customer should feel after using the product/service
What the customer should expect after using the product/service
Example of functional and emotional benefits of a brand
The more you think about how your customer feels and what they get from your company, the more aligned your brand positioning will be. The key is to always focus on your customers and their vision for your brand.
4. Identify the “reason to believe”
The next step is to define why consumers should trust the brand values you are trying to communicate.
Essentially, there are three key ways to make your target segment believe in your communication messages:
Choose key points of differentiation, both functional and emotional, that set you apart from the competition;
Think about why your audience should believe in your uniqueness, and how encouraging, sustainable and long-lasting these points of differentiation really are.
Define the key tactics that best communicate your perception of the brand. In the Dove example, we are forced to believe their message of empowerment and self-acceptance because the brand never uses luxurious or glamorous images. Nike uses both celebrities and "real life" people with their stories to support, regardless of context, the brand's idea which is summed up in the formula "just do it".
How to integrate Brand Positioning into your overall marketing strategy
Now that you know how to create a brand positioning strategy you need to think about tying it into your overall marketing efforts.
Each customer segment that is triggered by more personalized messaging needs to be addressed with a specific plan and marketing mix . That's where Semrush .Trends comes in , giving you insights and performance ratings into your and your competitors' marketing tactics to help you refine and maximize your brand's communications efforts.