Brand Your Way To Success
Eight Tips for Effective Brand Positioning
No matter how long youve been in business, chances are good that you are engaged in
developing and promoting your brand positioning strategy. Youll invest plenty of time in the
process of evaluating your products or services in terms of market share, sales and customer
base and comparing this information to that of your competitors. Youll work to determine how your
customers perceive your business and its major offerings and use the detailed findings to
establish your business at the proper place within that all important target market.
Your business position within the target market will determine your businesss degree of success.
If you think you can maneuver into a more profitable place, do so by adjusting your products or
services to more closely match the desired position (known as re-positioning), or pursue
strategies that change customer perception of the products and services offered by your
competitors (de-positioning).
Here are some strategic tips that can help you to be as effective as possible during your brand
positioning process:
1. Understand brand positioning as fully as you can, especially in the way that it directly
affects your business. Businesses, especially smaller ones, are very diverse in their needs
and offerings, and it might take quite a bit of effort to even be sure that you are positioning
yourself within the correct market. Look closely at the businesses sharing your pool of
regular customers, their purchasing patterns and the roles that your business plays in their
everyday lives.
2. Develop the most efficient method possible for gathering customer information. Remember
that youre trying to get inside their heads and back out again with an unvarnished look at
