Successful Scaling Brands Benefit More from a Positioning Strategy
What is a snowflake? More importantly, what do snowflakes have to do with branding and scaling your organization?
A snowflake is when a brand believes that it is unique in its market and that the market should go out of its way to recognize it. It’s mostly ego-driven and is guaranteed to backfire. The moral of the story: don’t be a snowflake. The reality is because you are still reading this, you’re not.
When an organization struggles with fundraising, generating leads, closing sales, or retaining clients, one of the reasons is that they are not positioned well in their market. Claiming you’re "different" from the competition isn’t enough. Unless you are doing something remarkable by the market’s standards, not yours, your brand is simply a comparison to the competition even if you truly are the only company offering the product or service that you do. The reason for this is people use analogies as a way to understand something new. Because of this, even if you have invented something new, your brand will still be described in the form of comparison until the market understands.
This is where a brand positioning strategy comes into play. It is an absolute must for scaling brands to succeed. A successful brand strategy yields benefits such as increased client loyalty, an improved image in the market, gives you pricing power, and increased profits over time. It’s a strategy that seeks to influence how the market perceives your brand and the value you provide. It’s specific, clear, and distinctive from your competitors. It’s perceived as favorable, valuable, and credible to your market. It’s more than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from competitors in a meaningful way.
Whether you want to admit it or not, there are many brands that offer similar solutions to what you offer, or some may even offer the exact same solutions. That is ok. They may offer it to a different market or audience, or in a different way. In the mind of your prospective clients, positioning is about providing value and showing them how you are different so they can make an informed decision about who is the best fit for them. Because it may not be you.
A good brand positioning attracts prospective clients that resonate with your brand values, concepts, and strategies for solving their problems. It creates a distinctive place in their mind to gain competitive advantage along with the added market share. Or, to put it another way, it helps you attract your ideal client and weeds out those that are not a good fit for your brand.
Brand positioning is about an effective and intentional strategy to build trust.
Developing a brand positioning strategy is not always easy, but it is fundamental to your long-term brand health and the valuation of your organization. You don’t have to be a trendsetter to be successful. You do have to be effective at addressing barriers to entry that your prospective clients might have as well as recognizing trends and identifying ways to speak to these trends. A brand positioning strategy covers the gaps left by your competitors to give you an unfair advantage in the market.
Omicle delivers brand clarity, marketing strategy, and operational efficiency to prepare leaders to scale their business. If you are ready to scale your business, contact us today to get started.
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