Update Your Brand Positioning for the New Year
As we continue to dive into the new year, we enter a season every marketer knows all-too-well. The inspirational, new-year-new-you-type ads that fill our screens can function to remind us of the importance of a strong, well-established digital brand. So as you begin your end-of-year reflections, you may find it’s time for a rebrand. Now, you probably know what a rebrand is, but do you fully know how valuable it can be?
At Pyxl, one of our favorite things to do is brand establishment work. Whether it’s brand positioning, logo creation, messaging strategies, or the whole design works, we like to do it big. In this blog series, we’re covering ground on what the word ‘brand’ really means and how a well-developed one can ultimately be the key differentiator between successful and not-so-successful brands.
Let’s take it slow. Before you dive into your brand, you’ll need to lay a solid groundwork. Creating your brand position statement is one of the most important steps in the branding process. When thinking about a brand position, it’s key to focus on what sets your organization apart from the crowd—what do you offer? How does it stack up against others?
Simply put, a brand position describes how a brand is different from its competitive set and where it resides within a particular market or category. A brand position is an internal narrative, however, it influences many decisions that face outward. It’s a framework that ensures that all aspects in and around your brand are consistent and cohesive.
Creating your brand position
Start with where you are:
Unless you’re a start-up, it’s likely that you already have some form of branding–which is a great starting point! Look at how well your brand is established. What’s your current message? Is this message accurate? By analyzing what your brand is currently doing, you can set a benchmark for what you want to be doing, what you shouldn’t be doing, and where you want to end up.
Take a look around you:
When positioning yourself in a market, it’s important to be familiar with what your competitors are doing. A competitive analysis allows you to discover who the main players in your market area are and how they have positioned themselves. By taking an initial look at your market and the people who occupy it, you’re better equipped to base your positioning on what’s relevant.
Take a look at yourself:
This step is perhaps the most important in crafting an accurate and effective brand position. Understanding who your brand is allows you to craft messages that support that. In this step, focus on what sets you apart from your competitors. Consider who your target audience is and how your brand is uniquely qualified to help them. What can you offer that others can’t? In this step, it’s also important to set a defined, achievable goal to center your brand position around. With a clearly defined brand, a visionary goal allows customers to see your brand more clearly.
Craft your brand statement:
Once you’ve gone through the above steps, you should have a solid foundation for your brand statement. A brand statement should be no longer than two sentences, and simply state who you are and what you have to offer. It should be based on research and facts centered around achieving your organization’s goals. It needs to be easily understandable and actionable. When creating a brand positioning statement, these are the questions it pays to focus on:
- Who is your target market?
- What are their needs?
- How does your brand meet their needs?
- What makes your brand different from others?
- Why should a customer choose you?
Not sure what your statement should look like? Check out this helpful template from HubSpot:
Now, here are some excellent examples of brand positioning statements:
Amazon Positioning Statement: For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.
Apple Positioning Statement: For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.
Taking the time to properly understand your brand and its position seems like a no-brainer. However, it’s one thing many organizations overlook. The result? Uninformed decisions, confusing messages, and low brand recognition.
Think you’re ready for a brand refresh? We’re happy to help, contact us today to see what we can do for you!
Updated: Apr 13, 2022