Branding plays an essential role in a business’ development: studies show consistent brand presentation increases revenue up to 23%*. Each piece of content – ads, website, social media, etc. – should communicate your business’ core values. Following are steps to ensure your marketing efforts are aligned with your brand:
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Define the Core Elements of Strategic Market Positioning
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Target Market: Define and target your ideal customer so that your message resonates.
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Market Category: Determine your competition and how to position your brand against them.
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Customer Concerns: Address customers’ issues and provide a solution.
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Brand Promise: Outline what consumers will gain from using your product/service.
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Mission: Establish your approach, objectives and goals.
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Brand Identity/Values: Execute the personality of your business, both visible (e.g. logo, design, etc.) and less visible (e.g. values, voice, etc.), to set you apart and gain recognition.
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Create a Positioning Statement
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A positioning statement is an internal tool used to align your marketing efforts, and describes how your product/service fills a need of your target market. It emphasizes your brand’s identity, purpose, and distinguishing features:
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Who you serve
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What you offer them
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How you offer it
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Why you do what you do
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How this compares to what’s already out there
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Tips for Writing a Positioning Statement
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Keep it brief, concise and to the point, aiming for no more than five sentences.
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Make it unique and memorable, highlighting the distinctive qualities of your brand.
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Remain true to your brand and reflect your business’ core values.
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State who your customers are and how you help them.
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Communicate how your business differs from the competition.
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Keep it clear for use as a guideline to ensure that your business decisions align with your brand.