‘Your entire company should be considered your branding department.’
Growing a business involves far more than just creating and delivering a product or service. It’s about structuring and engraving what your core brand stands for in the industry or sector in which it operates. This is brand positioning.
Brand positioning creates, maintains and develops a unique perception (or speciality) about a brand in the mind of all prospective consumers.
For successful positioning your brand needs to be:
- different (what is your unique offering?)
- credible and
- relevant/important (Is your business using the latest cutting-edge information and technology in delivering services or products?)
Good brand positioning is the foundation of a successful organisation – regardless of its size. Furthermore, it allows your organisation to pave its own path and gives you some control and oversight in the sector in which you operate.