Positioning your brand for success!
Your brand positioning is the most important marketing activity to get right because it drives everything you do - your products or services, your prices, your distribution channel and your promotion. It is the specific image that you wish to convey to your target market. Positioning is one of the most challenging marketing activities and many companies struggle to get it right. Going through the following process will help you create a sustainable brand that your clients’ value that is different from your competitors.
1. Identify your three “C”s. A successful brand strategy will address the following key questions. What do your Customers want? What does your Company do? How is your brand different from your Competitors?
For example, one of our clients has a business in the renewable energy industry. We worked with our client to build a sustainable brand positioning and a stronger competitive advantage.
| Target Market | What do customers want? | What do you do? |
Why is it different? |
| SMEs (image conscience) | Market leadership, Competitive advantage, Brand image, Employee branding, Grow business, Save money on energy bills, Quality renewable solutions | Help them build a green business competitive advantage through Consulting, Execution, Education, Reduce energy bills |
Expertise, knowledge and education. Make it easy through a building block approach. Better financial outcome with the right system for them. Execution support which research identified companies needed help with. |
2. Create your brand’s core values. Come up with three or four words that describe the essence of your positioning. This needs to support your three “C”s above. Then test these with the three questions. Is it true that our customers want education? Do we (can we) offer education? Is this different from our competitors?
|
Educational |
Practical |
Planning |
Implementation |
3. Use your brand’s core values to drive your business. Develop your 4 “P”s based on your brand’s core values. These include your Product, your Price, your Place (distribution) and Promotion. Your brand’s core values will also drive investments in your business. For example, two of Sustainable Marketing’s brand values are knowledge and sustainability. So we invest in knowledge and sustainability which helps us progressively strengthen our competitive advantage.
The Four “P”s
| Product (company) | Price |
| Consulting, Action plans, System designs, Execution support, Education | Premium price. Package services = good / better / best packages. Add on product options e.g. big mac with fries |
| Promotion | Place (distribution) |
| Networking, Alliance partners, Advertising, Online Presentations / workshops, Marketing and sales tools, Case studies / testimonials | In person meetings. Presentations. Online. |
Going through this process will help you build a sustainable brand that your clients really value that is different from your competitors.
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or call Sustainable Marketing on 07 3821 3939
to find out how you can build a stronger brand for your company.
Maria Anderson is a certified practising marketer with the Australian Marketing Institute and founding director of Sustainable Marketing
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