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7 Factors that Help Craft Brand Positioning

Posted on 10.11.2014

:: By Diwiyne Johnson, Vanity Point ::


By implementing various Internet marketing strategies such as link building, SEO, PPC, blogging, email marketing, retargeting, and others, one comes to build an online brand. Once a brand is “positioned,” however, it’s extremely difficult to reposition it, without destroying its credibility. In other words, companies need to position their brands correctly from the start.

It is necessary for companies to question themselves through the various factors that will help them craft their brand positioning while demystifying and streamlining the entire process:

1. Is the proposed brand unique and truly distinct from the competition?

Brand positioning will be easier if the product is unique and truly distinct from the competition. Only then will the target audience be interested in doing business with the company in question. The strategic nature of brand positioning is to get a given target audience to buy or do business with a company rather than doing business with its competition.

Clearly, brand positioning is the key to online marketing strategy. It is extremely essential for a company to research and then move along a definite course of action, which ensures that its brand activity has a common aim and delivers what was promised according to the perception the brand created. Hence, crafting a brand positioning is a truly important aspect of an overall Internet marketing strategy.

2. Is the proposed brand significant and niche enough in the online market?

For a product to create or enhance a niche, it should have a functional benefit that is rarely or not at all offered by its online or offline competitors. A truly important part of crafting the brand positioning is to understand the functional benefits that the company offers its customers. 

While this aspect sounds very easy, the hard part of the brand positioning exercise is to focus and make a tough decision on which functional aspect the company wants to promote. 

3. Has the company focused around the most fundamental benefit provided by the brand?

Choosing the functional benefit that is most crucial to a brand can prove to be an extremely difficult choice for the company when it is in assembling mode for its brand positioning strategy. Focusing means paying attention to one rational as well as functional benefit that defines the company’s brand. 

Hence, instead of several functional benefits, which could be true, there needs to be one clearly articulated functional benefit. 

4. Is the brand appropriate for all major geographic markets as well as businesses?

Today, there is a lot of buzz in the online business world about geographic segmentation and geographical markets. Because the world is such a diverse place, Internet marketers have learned that product standardization does not always work. In many cases, the market need has already been met by local businesses or regional brick and mortar business. In many cases, geographical segmentation seeks to determine marketing strategies that work in a specific geographic market that is based on climate, lifestyle, location, as well language. Further, each of these components can be further broken down into sub-units. like counties or districts, metropolitan areas, rural and suburban areas, or areas by size or population density.  

5. Can the claim of the brand be proved with valid and original proof or results?

It is quite possible that while going in for identifying the brand with the claims of its effectiveness or benefits, the company might make an unsubstantial claim that cannot be validated.

Thus, in case a company claims that its brand offers a particular benefit, it should be followed up by proof or a set of results that can be substantiated. Hence, the branding exercise should not be unsubstantial or without solid proofs, lest they sound ‘salesy’ and fluffy, and turn away the company’s online customers to the competition.

6. Can the brand help the company achieve its financial goals?

A brand can be deemed to be successful only if it helps the company achieve its financial goals. 

Most brands that do not help a company achieve its financial goals are axed and soon find their way into oblivion. History is testimony to hundreds of thousands of such brands which did not meet company expectations and found their way into the graveyards.

7. Is the brand able to achieve popularity for the company?

Finally, after fully considering the functional aspects of a business and assembling a brand’s positioning along with revamping the functional benefits that the customers obtained from its products by implementing the various Internet marketing strategies, is the company hugely popular because of the brand? If yes, then the brand deserves further attention and merits additional growth. If not, then the company needs to do some serious rethinking. 


Author Bio: Diwiyne Johnson is associated with Vanity Point – an Internet Marketing Company in Phoenix, for the last five years. In her free time, she likes to play chess with her friends. You can follow her on Twitter @DiwiyneJohnson 

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