How to create a brand positioning for your small business
Updated: Dec 31, 2019
7 easy steps to create a brand positioning for your small business
There is so much to branding and your logo is one small part. You probably have heard of brand positioning but may not be sure what it is or how to go about it. I have developed a handy cheat sheet for small business owners to make it easy to develop a brand positioning for your business. Start my completing the 7 steps outlined below. Begin by capturing all thoughts that come to mind using bullet points. Don’t dismiss anything. Once you have completed, review and start to edit.
1. Essence – who you are
Jot down your first thoughts that spring to mind. What motivates you to serve your customers.
2. Purpose – what is the problem you are trying to solve
Write down the problems and barriers your customers have. For internal use only.
3. Target audience – who are you targeting
Build a picture of the main audience you are targeting also called an audience persona – where do they live/work, what do they do, what are their likes, dislikes, what are their main concerns.
4. Deliverables – what do you do
Sum up in 5-7 words. These are the features/main components of your product or service.
5. Differentiation – what is unique about you and what are the reasons to believe
Build proof points – how can you back up what you are saying. Sum up in 5-7 words. This can eventually be used externally in your customer communication once you have perfected the messaging.
6. Personality – what are your values
Write down 3-5 words that describe what it is like to work with you/how do you behave?
7. Your Positioning Statement
Now you have done this, it is time to perfect your brand positioning statement. This can be done by completing the following template.
[Brand] provides [target audience] with [unique value] than any other [your Industry] by [proof points].
Tips to complete your statement
1. Target audience
As you have previously defined above.
2. What unique value do you provide?
What do you think you’re the best in the world at? What value do you provide your customers that no one else can provide? What service offering are you most confident in?
3. Why should customers believe you?
How can you back this up? These are sometimes referred to as proof points. Make a list of three reasons to believe.
Now you have your brand positioning! This will act as an internal statement of strategy to guide your external implementation. Ensure you share this with all your staff. It will help to motivate them, provide direction, ensure you are all aligned and talking about your business in the same way.
Need some further help and advice? Then please contact me for a 30 minute free consultation.