Effective Positioning Requires Market Research
Strategic positioning is one of the critical success factors in the world of marketing and in the world of public affairs. Whether promoting products and services or public policy, corporations, advocates and nonprofits can improve their influence by positioning themselves as leaders, the voice of reason and the solution of choice. Branding and positioning are two concepts that are interrelated, but distinct in the world of marketing:
Branding
- The overall image, identity and perception of a company or product.
- What the target audience thinks of you and your solution/solutions.
Positioning
- Focus on how a brand is positioned relative to its competitors in the minds of the target audience.
- Carve out a unique space in the market and minds of the target audience(s). What is the value proposition? Why should a customer choose your brand/solution over others? What is your unique selling point (USP)? Is it meaningful?
- For example, a shoe brand might position itself as the provider of the most comfortable athletic shoes, while another positions itself as the most affordable brand.
Think of branding as your overall image in the minds of consumers, while positioning is what you want them to think.
Ideally, they should create a cohesive image that resonates, informs and motivates the target audience. It’s the foundation of an ongoing relationship with your target audience.
It sounds counterintuitive to some, but it is important for new products and services (and advocates) to think about ideal positioning before thinking about brand strategy. Find the ideal place in the market and then build a meaningful and defendable brand that can thrive in that space. Market segmentation, targeting and messaging will come much more naturally under this strategic umbrella.
If you plan to target numerous market segments, determine if you will need multiple positioning strategies. Multiple positioning strategies set you up to properly tailor messaging and offerings to best meet the needs and overcome the objections of each market segment.
Effective positioning strategies depend on meaningful data, including market research, customer research and stakeholder research.
What do these groups think about your organization and its solutions? What don’t they know? What problems are they facing and what problems do they want you to help them with? What objections do they have to your organization and its solutions? What is their preferred solution now? Why?
If you can answer these questions and others that are even more specific to your goals and obstacles, you have a powerful pulse on your market. Now, we can map out a plan to support our brand or even rebrand within key market segments. We have the foundation of a new marketing plan that can improve our chances of success on Main Street, Wall Street or Capitol Hill.
Branding and positioning strategies can guide your overall marketing strategies and your messaging. They can build market share, brand loyalty and your bottom line.
Crossbow Communications is an award-winning and record-setting company that handles all aspects of brand management. We integrate marketing and public affairs for consistency, credibility and maximum impact. We are a Colorado-based corporation. We serve the world.
