Welcome to Part 3 of the Brand Strategy Summer Series! This 8-part series dives into the processes behind my Brand Strategy sessions with clients while also giving you bite-sized, actionable tips to dive into your own brand. After following along on this 8-part series, you’ll have a totally new internal and external identity by the end of the summer.
If you missed Parts 1 and 2 from the Brand Strategy Summer Series, you can access those past blogs below.
Part 1: Brand Foundations
Part 3 of The Brand Strategy Series is all about understanding the absolute art that is ~positioning~.
It’s allllll about standing out from the crowd, showing off what makes you special, and capturing the hearts and minds of your customers/clients. In this blog post, we dive into the importance of positioning and how you can use a competitor analysis, competition mapping, a standout factor, and a killer positioning statement to gain a competitive edge and attract clients who understand, know, and love your services.
Okay, first things first.
What is positioning?
Positioning can be defined as the unique value YOU have in your current market – what makes you different/better/more special than your competitors? THAT is your unique positioning. It can be your unique experience, a differentiated offer, or your personality, etc. – it obviously has to be strategically communicated in a way that connects to your audience (if you go back to Part 2 of the Brand Strategy Summer Series, we cover what your audience struggles with/fears. Is there a way you can connect your differentiating factor to these struggles in a way that provides solution?
Before you can conquer the world (aka your business), you need to know your competitors and what makes them tick. A competitor analysis is like your absolute secret weapon. It helps you figure out what your competitors are up to, what they’re good at, and where they’re weak. Armed with this knowledge, you can make smart decisions and come up with killer positioning strategies.
Pick 3-5 competitors in your area/niche – comb through their website and social media pages. What are they really good at? What could they work on? How are you similar to them? How are you different? I recommend making a chart/spreadsheet with these answers inside of it to reference as you’re creating your competition map and positioning statement.
Plot Your Way to Success with a Competition Map
Now that you’ve got the inside scoop on your rivals, it’s time to plot your journey to victory. Imagine a map where you can see all your competitors’ positions and where you fit in. By plotting them on different axes like price, quality, and performance, you can see the gaps and opportunities in the market. It’s like a treasure map, guiding you towards your unique position.
Now, what makes YOU special? Every business has something unique, something that sets them apart from the rest (even if you think there’s nothing special about you, your product, or your service). Think of something that is different than the rest of your competition – it could be your top-notch services, knowledge of a certain industry adjacent to your own, past work experience, you cutting-edge tech, the intentional processes you implement, or your unique college degree (hellooooo almost useless Business Degree that collects dust in my closet). By showcasing and celebrating your secret sauce/super power/things that makes you special, you create a genuine, one-of-a-kind identity that attracts customers who resonate with what you offer.
Craft a Rocking Positioning Statement
Don’t worry, your positioning statement doesn’t have to be complicated. It’s all about capturing the essence of what makes you unique and why customers should choose you. Keep it short, snappy, and memorable. Your positioning statement is your superhero catchphrase, summing up your standout qualities and your game plan.
**When crafting your positioning statement, use the following formula:
**this is from One6 Creative’s Brand Strategy Template – Gigi has an amazing shop full of resources that help designers (and their clients) stand out from the competition. I love these One6 Creative templates and constantly use them throughout my business!
Why Positioning Matters: A TLDR version of why it’s super freaking important and what it gives you the tools to DO inside of your business.
- Competitive Edge: Positioning gives you a competitive edge in a crowded market. It’s like having a superpower that makes you stand out and shine. Customers see you as unique and valuable, and that’s a winning combination.
- Strategy: all of this work and research ties back to one thing: your business decisions and why you do the things the do.
- Networking: With positioning, you can target your marketing efforts like never before. It’s like hitting the bullseye every time. By understanding where you stand among your competitors, you can speak directly to the hearts and minds of your target audience.
- Creates raving fans: Positioning helps you build loyal customers who stick around for the long haul. When you consistently deliver on your promises and create an emotional connection, you earn their trust and loyalty. It’s like having a super sidekick by your side.
- Luxury price points: Effective positioning gives you the ability to charge premium prices. When customers see you as unique and valuable, they’re willing to pay extra for your awesome offerings. It’s like having a money-making machine on your side.
Positioning is your secret (but not-so-secret) weapon. By analyzing your competitors, creating a competition map, showcasing your standout factor, and crafting a killer positioning statement, you can unleash your unique style, gain a competitive edge, create raving fans that are obsessed with your business, and make more cha-chingggg.