Positioning Your Brand
Part 1: Your Internal Brand

You may be wondering or frustrated with the amount of competition in your industry. You know your product or service is amazing and one of a kind, but you’re just unclear how to nail down in a concise way what makes your business unique from your competitors?

It’s never been so important than now to position yourself strategically in the market. The online marketplace is overflowing with messages, ads, fake news, real news, and the list goes on. People actually tune out 95% of messages thrown at them on a daily basis. And it’s for good reason too. If we took in everything around us, we wouldn’t be able to go about our day let alone sift through the overflowing amount of content thrown in our faces.

Positioning your brand involves the process of understanding what your brand stands for and why it exists, then strategically focusing on and communicating that truth as simply as possible so your audience can perceive you as unique and the go to expert in your category. When you communicate your differentiator in your marketing and focus on gaps in the market that you can provide value, you won’t need to worry about competing constantly but instead, put your energy into focusing and strengthening this message to your audience. So let’s dive right in to the first steps of positioning your brand.

Positioning isn’t a one-step tactic that you do and then put away in a drawer and forget about. It’s part of a process that will be created, developed, and managed in your business. The first steps to brand differentiation and positioning are internal branding pillars that help define your brand and what you stand for. Initial key elements to shaping your position strategy are defining your purpose, vision, mission, and core values. It all starts internally with you getting clear on what you stand for and why you exist. When you have this clear and defined, you can then communicate it to your team and so everyone can start implementing it consistently in your touchpoints and marketing. It will also help you strengthen and solidify your position, share your story authentically, and effectively communicate what you stand for along with your values so you can connect deeper with your target audience.

Step 1. Define Your Core Purpose

You can read more about the importance of having a brand purpose here. Can you answer what happened to you that makes starting this business so important to you? What is the one thing you came here to do, that no one else can do quite like you, that will make a difference in the lives of others.

Step 2. Define Your Mission

Your mission statement is how you accomplish your purpose; your mission is what drives you every day to fulfill your purpose. It’s a direct path to your purpose and vision. This explains what your brand is committed to doing in order to reach your destination or vision.

Step 3. Define Your Vision

Your vision is your dream and your destination you aspire to go. Where does your brand aspire to go and be? By having clarity on where you’re going, this will help you make more meaningful decisions and think more strategically. Think about where you are now and think about where you see your brand in 5 – 10 years from now. Make sure your vision is bold and challenging but realistically attainable for you and your team.

Step 4. List Your Core Values

Your core values help drive your beliefs and act as guiding principles that will communicate what your brand stands for. These are so important because as you communicate your core values throughout your touchpoints and marketing materials, you will be essentially connecting with clients that also share the same values and beliefs. By doing this, you will have control of what kinds of customers you want to attract into your brand community. Core values most importantly evoke emotional connections and responses from your target audience.

Remember it all starts on your internal brand. By defining these elements, you will have a solid foundation started to begin your external positioning in the market. (coming soon in part 2) When you have a clear grasp of what you stand for, where you want to go, and how you will get there, this will evolve into your brand story and help differentiate you from competitors and attract the right kinds of clients that you want to attract into your business.

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