Positioning Your Brand: Insights for Creating an Identifiable Identity

Being able to position your brand so that it is readily identifiable and associated with your niche in the market, is a challenge that can be achieved if you manage to address all of the important factors answer all the right questions.

Using marketing plan software is a good way of measuring and monitoring how you are doing in your quest and keeping tabs on your marketing efforts. There are also a number of other things that you can in order to be able to successfully position your brand.

Tools that help to identify your brand

There are various components that are undoubtedly features of your brand in the eyes of your customers, such as your distinctive logo and maybe a specific icon that you utilise or slogan that is used extensively throughout your marketing materials.

It is is important to understand the distinction however, that these are tools that will invariably help consumers identify with your brand, but they are not actually the brand itself.

Distinguishing features

Your brand itself is predominantly what impression customer’s have of your business. A brand is really a personality in many ways, the personality of the product or service and how you present it them.

When you are working on creating what you can term an identifiable identity, it is mainly a case of finding some specific ways about what you do, who you are, what you sell and any other aspect of the business that manages to set you apart from your rivals.

Being unique is always a good quality if you can manage it. Being the first to present a new idea or concept is often a big advantage and will often propel you into the mind of a consumer when they are looking for a product that fits their needs.

Even if you can’t do that, you can always work on giving your brand its own distinctive character. Certain animals for instance are often readily identified with a certain brand, despite having no real relevance to what they sell, so the possibilities are almost endless, as to how you set about achieving that all-important personality that sets you apart.

Price can also be a powerful distinguishing feature. It doesn’t just mean that you have to be the lowest price around as a brand positioning tactic. Think about some of the luxury brands, who enjoy a loyal following not just down to their product but because their customers associates their brand with a big price tag.

Three stages in the journey

Building an identifiable brand is about completing a series of steps in the customer journey.

What this means is that you use three definite stages to position your brand within the psyche of each customer. It starts with awareness, where the customer gets to find out about you and what you do.

The next phase can be categorized as adoption, as this is the point where the customer decides to try your product after hearing about you. The final stage of the journey is where they adopt your product and it becomes a part of their normal buying habits.

If you can achieve these steps and position your brand successfully, all of your initial hard work will have been rewarded and you have a solid base for moving forward.

Zak Mason knows about branding, having worked as a brand manager for some top name companies over the years. Now setting out on his own, Zak is sharing some of his secrets in his branding/marketing focused articles.