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Segmentation: Picking the city you like

Targeting: Picking the neighborhood you love

Positioning: Taking the bridge to get there

Position Your Business for Success

In the last unit, we went over the importance of picking the best customer segments to target. Now that we've picked them, we need to make our businesses attractive to them.  This is where positioning comes in! So, what exactly is positioning? Lynn Lauren, editor of Demand Media, thouroughly describes positioning in the article "What is Positioning in a Marketing Plan?" She states:

"Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product. The more intense a positioning strategy, typically the more effective the marketing strategy is for a company. A good positioning strategy elevates the marketing efforts and helps a buyer move from knowledge of a product or service to its purchase."

In a lot of ways, trying to get customers is similar to trying to get a date. First, you have to have something to offer (good values, humor, passions & interests, etc). Then, you have to look for someone who would be interested in what you have to offer. Finally, you have to find a way to communicate your value to the person you're interested in with the hope that they will go on a date with you. That's what positioning does - it gives you the right lines to say!

Make Your First Impression Last

Put simply, if you want your customers to keep coming back, you will need to build strong relationships with them. To do this, you must position your business in a way that resonates with your customers. The most effective way to position your business is to develop an effective brand! 

 

This article by MyTopBusinessIdeas.com suggests that thoughtfully planning and developing  a brand enables a business to:

 

  • Communicate it's core values

  • Stand out from the crowd

  • Increase customers' loyalty

  • Influence how your customers think and feel

  • Secure future business from existing customers

The Anatomy of a Brand

"Products are made in a factory; brands are made in the mind"

Walter Landor, CEO Landor Associates

"The most powerful and lasting brands are built from the heart"

Howard Schultz, CEO Starbucks

"A brand for a company is like a reputation for a person. You earn it by trying to do things well"

Jeff Bezos, CEO Amazon

The Foundation of a Good Brand

Open this PowerPoint to learn more about where to begin when building your brand from the ground up.

The Voice of a Brand

Brand Voice Part 1: Character/Personality

Be kind to brands - they have feelings too! Well, sort of. Okay not really, but they do have personalities! The personality of a brand is defined by the way it makes customers think, the emotions they feel, and the things they associate with the company. The brand's personality typically mirror's the personality of its' target customers.

 

It is important to take time to define what your brand's personality will be. If you don't, you can end up giving it too many personalities, which can be very confusing to your customers. Let's begin by completing the activities and readings below. 

Activity: Uncover Your Brand Personality Quiz

How well do you know your brand? Take the quiz to find out!

Reading: A Marketer's Guide to Brand Building

Clear eyes, Full Heart, Let's Brand.

Reading: How to Create Your Brand Personality

Your brand is your friend. 

Activity: Build a Pinterest Board for Your Brand 

Sooo tell me what you like, what you really really like. 

Brand Voice Part 2: Language

It's not just what you say that matters... it's how you say it! It's also why you said it the way you did. The tone of voice you choose to use has a direct effect on how your target audience will feel when you communicate with them through your business. A brand's tone of voice embraces many aspects of communication, including:

 

  • The types of words used

  • The way sentences are structured

  • The way language flows

Brand Voice Part 3: Tone

It's not just what you say that matters... it's how you say it! It's also why you said it the way you did. The tone of voice you choose to use has a direct effect on how your target audience will feel when you communicate with them through your business. A brand's tone of voice embraces many aspects of communication, including:

 

  • The types of words used

  • The way sentences are structured

  • The way language flows

Brand Voice Part 4: Purpose

It's not just what you say that matters... it's how you say it! It's also why you said it the way you did. The tone of voice you choose to use has a direct effect on how your target audience will feel when you communicate with them through your business. A brand's tone of voice embraces many aspects of communication, including:

 

  • The types of words used

  • The way sentences are structured

  • The way language flows

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