Successful brand strategy is like piecing together a complex jigsaw puzzle. There are many pieces, but some are more important than others for creating a complete picture: nailing brand positioning and connecting with our audience. These two factors are pivotal in molding a brand's image, its retention in the mind's eye, and boosting its growth trajectory in a crowded marketplace.
Thinking about brand positioning, we need to consider how we differentiate our offerings from the rest – including our own previous versions as well as competitors' products or services. Plus, it's not enough to be different; we must communicate those differences too! Demonstrate these distinctions in a way that's crystal clear to the market. We should be ready to address - What's new or changed? What makes our product or service uniquely attractive?
It is also essential to think about if and how your brands have resonance. Connecting with our audience is another vital part of our brand strategy puzzle. Let's say, we discover through surveys or focus groups that our audience loves particular product or service features? We will want to put a spotlight on these in our messaging. To mix our metaphors, the goal is to tune our brand puzzle into the frequencies that resonate most with our audience.
While brand identity can be helpful for a company or organization, it can be leveraged for a more significant impact when our brand is looked at from the consumer perspective. How do they perceive the brands, because perception is often reality. Our brand is what our consumers believe it to be, not merely what we claim. We need to align our brand positioning and strategies with consumers' perspectives to drive success. Building a brand with consumer perception in mind will allow us to develop tailored and focused brands to enable our companies to become all they can be.
I'm all ears to hear your thoughts on this. Have you found a correlation between consumer perception and your brand's success? What do you think?
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