What is Brand Positioning and Why Does My Company Need It?
Brand positioning is the strategic process of defining how your brand stands out in the market and how it should be perceived by your target audience. It goes beyond visual elements like logos and taglines; it's about creating a distinct identity that resonates with customers and sets you apart from competitors.
Recently, I embarked on a brand creation journey with a promising London-based catering startup led by a talented chef and a hospitality expert. Armed with a brand name and a passion for luxury catering, they faced the challenge of articulating their vision effectively. While they knew what mattered to them and how they wanted their business perceived, translating this into a cohesive brand image, messaging, and customer experience was completely new territory.
Similarly, I encountered another ambitious project with ex-professional dancers launching a mixed dance studio in London. Their vision was clear—to become the go-to destination for diverse dance styles—but they initially questioned the need for a brand strategy at all. For instance, if we had jumped straight into creating playful and feminine logos, they may not have resonated with a dance studio that, as it turned out, values professionalism in teaching and inclusivity, particularly for male dancers.
These scenarios are common among startups eager to dive into design without first establishing a solid brand strategy. While creating a visually appealing brand is important, it must align with your target audience's expectations and perceptions.
I always emphasise the importance of brand strategy and positioning as foundational steps in brand creation. It's about defining your unique selling proposition (USP), identifying your target audience, and shaping how your brand should look, feel, and speak to connect authentically.
Like a sailor without a map, charting the competitive waters of business without a clear brand strategy can lead to confusion and missed opportunities. If you don’t understand or articulate your own values, how can you effectively target and attract an audience who shares those values?
Brand positioning is not just relevant for startups; established brands often need to reposition themselves to target new audiences or adapt to changing market dynamics. It's about staying relevant and ensuring that your brand continues to resonate with consumers amidst evolving trends and competitors.
In essence, brand positioning guides everything—from your visual identity to your marketing messages—in a way that creates a cohesive and compelling brand experience. It ensures that every aspect of your brand communicates the right message, fostering customer loyalty and driving long-term success.
Curious about enhancing your brand's impact? Whether you're just starting out or looking to refresh your brand, let's chat about how strategic positioning can drive your success. Drop me a message—I'm eager to hear your story and explore how we can work together to achieve your goals.
Thank you for reading!
