A Guide to Service-Based Brand Positioning and Messaging
Brand position defines the role that your business plays in the lives of your customers. It describes why they buy from you, and it gives them a reason to keep coming back.
This is important because when a customer chooses your brand, they are making an investment. They're committing their time and money toward a relationship with your business. That's why it's essential for you to understand how you fit into their lives and what value you bring to the table.
In this article we'll be talking about how service-based businesses can use brand positioning to create messages that resonate with their audience — but first, let's talk about what brand positioning really means.
What Is Brand Positioning?
In essence, brand positioning is the way that a company presents itself to its target audience through its marketing efforts. This includes everything from social media posts to advertisements, as well as how you communicate through every other form of communication available (email marketing, direct mail campaigns, etc.).
It's important to note that brand positioning isn't just a way to communicate what your company does — it's also how you differentiate yourself from competitors. This is where the concept of brand positioning becomes especially important for service-based businesses, as most of them will have many similar offerings in their industry.
Why Brand Positioning Is Important?
-It helps you find your audience.
-It allows you to deliver a consistent message across all mediums.
-It makes it easier for prospects and customers to understand what your company does, which can lead to increased sales and growth.
-It provides a 360 degree view of your businesses for you, your team, collaborations, clients/customers, and so many more outlets.
-It saves you time, money, and resources when executed properly.
3 Brand Positioning Strategies:
-Quality Positioning: This is the most common type of positioning. It’s a strategy that focuses on how your brand stands out from the competition, usually by offering better quality products or services at a higher price point.
-Product Customization: This type of positioning focuses on being able to customize your products or services for each customer. This can make your brand seem more unique, which may help you stand out from the competition.
-Customer Experience: This type of positioning focuses on making sure that your brand offers the best overall customer experience. This can include everything from ensuring that your website is easy to navigate and packed with features that help customers find what they need quickly, to delivering products on time and in good condition.
Conclusion:
Many service (and product) based businesses start with creating content. And although reels are a extremely popular in the digital marketing world, they can do more harm than good without a comprehensive brand strategy.
Brands that succeed in the digital space are those that understand their audience and how to connect with them. A great way to start this process is by creating personas for your target market. Personas are fictional representations of your ideal customers, so that you can better understand who they are and what they want from your brand.
As you develop your comprehensive brand strategy, positioning is going to be just one element of that process. Head over to the home tab to learn how we can help.