Settling on a strong brand position isn’t just marketing jargon and doesn’t just apply to bigger businesses. As a service-based business, understanding how to position your brand effectively will give you the tools you need to connect with your clients, the first step to conversion.
But what is brand positioning?
Put simply, brand positioning is how customers think of you. It’s about being memorable and making sure your business springs to mind in the right moments, whatever you’re offering. It’s the space you occupy in your potential clients’ minds—and hearts.
Why your business needs strong positioning
I say this all the time: conversion doesn’t take place without connection. You need to give people a brand identity and purpose they want to identify with.
Think of it this way – you’re telling people a story, building a narrative around the world they want to experience. The most successful brands tap into what their audience is hoping to feel, not just what they need to buy.
How to nail your brand positioning
Ready to clarify your brand position? Start by asking yourself these essential questions:
- What do you want to achieve? (Your vision)
- What are you doing to achieve it? (Your mission)
- What’s the core identity or personality of your brand? (Your brand articulation)
- How do you want customers to think of you?
Remember, by supporting your brand, people are also sharing your values. There’s an emotional connection and response to you as a business that goes beyond the transactional.
Consider too:
- What do people actually want? Your services themselves aren’t your customers’ end goals. The impact they have on their experience and the way they make them feel is what really matters.
- How do people talk about the problems they’re looking to solve? Using their language creates instant connection.
What can you use it for?
Once you’ve clarified your positioning, you can use it for EVERYTHING! Your consumer-facing messaging is built on this foundation. You can now create your brand pillars and tone of voice, knowing that you’re speaking your customer’s language and creating an emotional connection.
What you’re trying to do and the approach you’re taking to achieve it need to come through in everything you’re communicating – from your website copy to your social media posts, email newsletters and launch messaging.
Need help refining your brand positioning?
Cracking brand positioning is the first step I take with all my tone of voice clients. [link to new service page] It’s the crucial foundation stone that everything else is built on. If you could use some support getting yours sorted, I’d love to help you create a positioning that resonates with your ideal clients and sets you apart from the rest of the pack.