What Is Your Position?
Brand Position and Taglines are not Interchangeable
As you know by now, taglines are a helpful part of your brand, and as we’ve discussed there is often a misconception when it comes to taglines vs. brand position . It is easy to understand how they can be confusing. Most people are familiar with taglines; they are short phrases that help your brand connect with customers, and as consumers we are exposed to these every day. We are seldom exposed to brand positioning, though. A brand position is typically internal and not intended for public use. However, your brand position will guide how you interact with the public.
Just Do It. Is a popular tagline, without being told you more than likely knew it was for Nike. This tagline is effective in that it is memorable and evokes great brand recognition, however it is not their positioning. From Nike.com1: “We create innovative, must-have products. We build deep, personal connections with consumers. And we deliver an integrated marketplace with compelling retail experiences.”
To add to the confusion when it comes to understanding what a brand position is, in the world of branding and business your brand position might also be referred to as brand positioning statements, brand strategy, brand essence, or positioning strategy. Whichever name you use, determining and understanding your position is important for your brand.
Why Brand Position is Important to You, Your Brand, and Your Business
Brand positioning helps a brand or businesses in many ways. One main way is that brand positioning directs how interactions with your customers should occur. If you are successful in making sure that interactions are consistent with your brand positioning statement, it allows your brand to have a lasting impression on your customers. Positive interactions with you and your brand lead to higher probability of turning prospects into customers.
In addition to garnering a positive interaction with your customers, your brand position has many other benefits to your brand/business. Let’s look at three top reasons.
- Differentiation in the marketplace
No matter what market you’re in, let’s face it—you’re not alone. Perhaps you’re a newcomer to an already busy market where you’re hoping to be a disrupter. Or, your market is not heavily saturated so you have only three or four true competitors. Either way your brand positioning allows you to focus on your uniqueness and what differentiates you from your competitors.
- You move beyond price and compete on value
While your positioning provides at least partial justification for your pricing, your positioning gives clarification on the specific value attributed to your brand’s offering. By focusing on your value, you move your messaging from the obscure to reality.
- Clarity in an arena full of noise
When it comes to branding there are a number of areas that cause “noise.” These noises can cause conflict not only as you try to determine your messaging or copy. The noises your customers experience on a daily basis can also cause confusion for your brand. Your positioning, successfully executed, helps provide clarification that helps your customers to zero in on your offering(s)
What Should be Included in Your Brand Position?
Knowing how a brand position differs from a tagline and why your branding position is important, you might be asking what goes into one? To create your brand position, focus first on answering four elements:
Benefit/Brand Solution:What do you offer and what value do you provide?
Target Audience:Your target customer; a precise summary of the target customers your brand appeals to. (Developing a well-defined avatar can help in this element.)
Differentiator/Unique Selling Proposition (USP):In what area does your brand differ from your competitors?
Reason to Believe: What do you do that shows you’re committed to helping your target market?
Once you have these elements identified, you can fill in a basic template. This basic template is just that—basic. You can rework and reword your positioning so that it best fits your brand.
For[Target], [Brand]is the [Differentiator] while giving[benefit]because [Reason to Believe]
[Brand]enables[Target]the ability [Benefit]because it is the [Differentiator]by [Reason to Believe]
What is the hardest part for you in coming up with a brand position? Do you already have one in place? What results have you seen from having yours in place? Let us know below.
Brand Position: How a brand defines their target audience, competitive differences, brand solutions, and their unique selling proposition (USP). Can also be referred to as brand positioning statements, brand strategy, brand essence, and positioning strategy.
Tagline:The shortened phrase that often accompanies the logo, it captures and repeats the essence of the brand.
Unique Selling Proposition (USP):The driving competitive advantage, it is associated with what your brand stands for. Similar to “Value Proposition” and “Brand Promise.”