Branding - How to Discover Your Brand Position in 30 Seconds
Defining a brand is one of those business topics that small business entrepreneurs needlessly struggle with.
The truth is, by going through a systematic process, it can be quite easy to define a powerful brand for yourself, and your business. Yet, most entrepreneurs totally bypass the first step in the branding process: Positioning.
Your brand position is the essence of what makes you unique and memorable to your target market. This is important because if you don't make yourself 'stand out in the crowd,' you won;t be successful in attracting business to you.
Defining your brand position is the first thing you must do before you spend a lot of time and money creating a logo and website. Your brand position is basically 'what your are an expert at doing,' and 'what you want to be known for' by your target market.
If you don't define a strong brand position, your target market won't be able to identify you as "the person" to solve their problems, which is really what they care about most. You want to be known as the 'go to 'person, the expert in your industry.
To start to define what you want to be known for, answer this simple question: "If someone is looking for your type of expertise, what do they type into Google to find you?" Whatever they type in...that's what you want to be known for!
You can start to build your brand positioning around those words or phrase. Keep in mind that they should be obvious words, because that's the way people do search activities on search engines. You can also use this strategy to find someone you know of, but you can't remember their name.
Once you know the word or phrase, leverage it in your marketing message. For example, words I use are branding, marketing, and business growth; Kendall Summerhawk uses Money, Marketing, and Soul™ (which she brilliantly trademarked), and Ali Brown is known as the "Ezine Queen."
Keep in mind that there are more steps to begin building your brand, and the next logical step is to do a competitor analysis, to see if the brand position you've chosen truly is unique enough from your competitors.
However, doing the quick 30-second activity I've noted will help you begin to clarify your brand's position, what makes you unique, and move you closer to communicating your expertise to your target market.
Copyright 2009, Bonita Richter
Questions and Answers
If you own a small business, you probably already know that at some point you will need to invest some time into branding. Small business branding plays an extremely important role in marketing your business, giving your customers something to remember your company or business by. Without a good brand strategy, it is possible that your company will easily be forgotten and left in the dust. However, along with a brand also comes the need for brand management. Let's find out more.
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