Creating a consistent brand image can increase your company’s revenue by up to 23%. Just by outlining a clear and consistent fire positioning strategy, your business can cause more clients, make more money and optimize all its marketing efforts.
Developing a fire positioning strategy can only come after you run market segmentation and outline your targeting. When you’re done, you can finally get to the most efficient and powerful parts of your overall marketing strategy – positioning.
What is fire positioning?
In short, fire positioning is the process of deciding how you want your customers to think of you.
When selling products and producing content, it is likely that there is some feeling and attachment you want to induce. Therefore, you want to place your brand in a certain way.
Fire positioning is more than just producing a logo or jingle. Performed right, it can help you separate your business from any other competitor out there, even if you sell more or less identical products.
To build the correct positioning strategy you need to:
- Outline the most important need for target customer customer segments;
- Define the positioning strategy based on these needs or what marketers call to discover your target audience ‘reason to believe’;
- Highlight your brand’s differentiation points (competitive advantages); and
- Create a marketing plan based on all the steps you have taken above.
What we want to focus on here is the value -based approach to fire positioning.
Why is value -based fire positioning important?
The most important thing to understand is that positioning has less to do with product characteristics and rational functions; It’s about perceptions and you take control of the story that consumers are connecting your business.
With a clear fire positioning framework, your business can tell consumers why you are different from others. By separating yourself, you can strengthen your relationship with your existing customers. It can also reassure your business that customers will be more likely to choose your product rather than a competitor’s product.
When he went back in time, cigarette brands made a hell of a job that differentiated virtually an identical product: you could either be a Marlboro man or a progressive camel -aficionado, and that made a difference. Because you would get a clear picture of someone who chooses one brand over the other and it was all thanks to variations in fire positioning.
http://tobacco.stanford.edu/
https://www.goantiques.com/
The VBBP frame explained
VBBP or visual -based brand view refers to how consumers recognize a brand visually.
All in all, fire view is the representation that a consumer has about a particular business. Consumers form brand beliefs based on a number of criteria:
- Online reviews
- News stories
- Friends’ recommendations
- Personal experiences
- External marketing consumption (ads, social media, etc.).
Whatever your business claims to be, consumers can form a different view of what your business actually is. Fire perception relates to fire positioning because they are both forms of communicating a brand’s message to its customers.
The more you work to create a particular brand persona, the more your consumers will be able to link your business with this persona, too.
Why is fire perception important?
Like strong fire positioning, strong brand perception can help your business get more success. It’s more than finding the right keywords or meeting the user’s intention.
If you connect your brand with positive features that your target market appreciates, it is more likely that your target customers will buy from you. In return, you make more sales and increase the profits.
Every time your customers are facing a choice between your business and someone else, they make mental notes on what they know about each company. Whether consciously or unconsciously, this individual decides which company to buy from based on these mental notes.
To create a fire positioning strategy on a value -based framework
1. Outline consumer segment and needs.
To place yourself in the market, you need to understand who you are targeting. Who are the ideal customers of your business and why?
Once you have taken the time to define your buyer persona, think about what values ​​those kinds of people are interested in. What qualities are they looking for in a business? How can you show them that you have these qualities?
By appealing to faith and core values ​​in your target market, you can grow close to those your business is trying to reach.
For example, Nike sends a very clear message in all kinds of communication – by choosing Nike you support the strength and empowerment of all people.
2. Set your brand’s essence.
To define the essence of your brand, answer the following questions:
- What is your brand sparkle in humans? What is the first thing they will think of when it comes to your brand? Think about it. Think about how you want people to perceive your business.
- How and under what circumstances would people be forced to turn to your brand?
- How would your brand benefit your target segment’s life/work process? What will exactly change?
Once you have your answers, you will be able to determine why it is that people would choose your brand and product based on their value system.
All this is known as your ‘brand essence.’ These are the general thoughts, feelings and feelings that people get when they think of your business.
3. Highlight the functional and emotional benefits of your brand.
Next, make sure you understand the functional and emotional benefits of your brand. More specifically, think about the functional and emotional benefits that your customers will get from your brand.
All in all, you need to think about the following:
- How the customer will use the product/service
- What the customer should expect while using the product/service
- What the customer should feel after using the product/service
- What the customer should expect after using the product/service
The more you think about how the customer feels and what the customer gets out of your business, the better your fire positioning. The key is to always focus on customers and their insight into your brand.
4. Identify ‘reason to believe’.
The next step is to define why consumers would rely on the brand values ​​you are trying to communicate.
In essence, there are three important ways to trigger your goal segment to believe in your communication messages:
- Choose the most important differentiation points – both functional and emotional – that make you stand out from the competition;
- Think about why your audience would believe in your uniqueness, how encouraging, sustainable and prolonged these differentiation points really are.
- Define the most important tactics that better communicate your brand view. In Dove’s example, we are forced to believe in their empowerment and self -acceptance messages because they never use luxurious or glamorous images. Nike uses both celebrities and ‘real’ people and their stories to support their idea that all people can “just do it” regardless of the context.
Integration of fire positioning into your total marketing strategy
Now that you know how to create a fire positioning strategy, you need to think about tying it in with your overall marketing effort.
Each customer segment that is triggered by more tailor -made messages must be contacted with a particular marketing plan and mixed. This is where Semrush Traffic & Market Toolkit comes in, which brings you insight and performance assessment of your competitors and your own marketing tactic to help you fine -tune and maximize your brand communication efforts.