Why Brand Positioning Matters


At its core, brand positioning creates a better customer experience. In doing so it can help a business get to the next level. Positioning a brand helps a company distinguish itself and its products from its competition, while also making the product or service more attractive to the company's target audience.

Continue to Grow

Companies evolve and change as they grow. When someone is hired they need to understand what the company stands for, and more importantly how your company helps the end user – the customer. To help everyone in a company deliver a consistent experience, your brand positioning needs to be defined so that a visitor to the website gets the same feel and message from the person they talk on the phone all the way to the delivery of the final product and service This creates a consistent experience.

Keep it Consistent

Consistency is how some of the biggest brands in the world do what they do. It makes the journey the buyer takes predictable and in return makes them comfortable. One of the better examples of consistency is food chains. While they are not a business to business company the concept is still the same. Consider going to your local Starbucks a few times a week – you go in, place your order, and you receive an experience that was just as it was last time. Then, imagine stopping at any of the Starbucks locations around the world, you'll receive a very similar experience. Think how hard it would be to get a quarter of a million people to provide a similar customer experience. The secret behind that type of success is they have their brand positioning defined. Allowing them to all work under the same purpose with the same focus creating a consistent customer experience.

Work on purpose. Work with a focus

When the brand positioning is defined it allows teams of people to work towards the same goal using the same language and taking the business to the next level of professionalism. Focusing on what your business can do for the customer will only create better products and services, allowing you to grow to the next level.

Answer these questions:

  1. Why do we exist?
  2. What do we do?
  3. How do we ensure success?
  4. How do we deliver on our commitments?

Why do we exist?

This answer isn't about the service you provide it is about why was the business started what was missing in the world that needed your business? What wrong are you making right?

What do we do?

Again, this isn’t the companies product or service. It is about the benefit you produce. Look at your customers, what is it that you provide them what is the end result you helped them accomplish?

How do we ensure success?

How do you operate? How do you do business? With what mind set do you approach helping a customer? Do you genuinely care about them? What makes your product great? Why should anybody care?

How do we deliver on our commitments?

How do you make sure that all of your customers are taken care of? What action do you take to ensure a customer is happy?

Brand positioning can be intimidating, but it can help take your company to the next level. Starting with the right approach will lay the foundation for the rest of your marketing strategy and digital presence.

Originally published August 29, 2017 at 8:28 AM

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