8 Signs You’ve Nailed Your Brand Positioning (And Why It Matters)
There are so many individual aspects of branding that can affect performance and long-term viability.
One of the most important though, is brand positioning.
It’s a major piece of the brand strategy puzzle that helps you to differentiate from competitors and really attract the right customers.
But how do you actually know if and when you’ve nailed it?
The truth is, when your brand positioning is on point, some incredible changes will begin to happen.
Want to know one of the most exciting ones?
Instead of devaluing your brand by throwing discounts just to get someone across the line, you’ll find yourself confidently charging more, and it won’t even stop your customers from coming back for more.
And there are so many more.
These are my top 8 that really indicate that your brand positioning is spot on.
1. You no longer discount to compete for new business.
I’ll say it again.
The days of having to lower your costs or throw discounts at anyone that even shows an interest in your brand are gone. When your positioning is near perfect, you don’t have to rely on that to attract new customers. Your value proposition should be so clear, and compelling, that your ideal customers are happy to pay a premium.
2. Your churn rate is low (or has decreased significantly).
Customer retention is incredibly powerful when it comes to increasing revenue and profitability. After all, it costs far less to acquire an existing customer.
If your customers are sticking around for the long haul, you’ve likely nailed your positioning. It means that you’re not only acquiring the right customers, but that you’re actually delivering a service or product that meets and exceeds their expectation. In other words, you’re providing a solution to their problem.
3. Your messaging is consistent across channels and touch points
Consistency is key in building a winning brand. And if you’re finding that you’re able to easily create and launch consistent, clear and cohesive messaging across each of your channels, then you’ve probably got your positioning sorted.
And as a side note, this consistency builds trust and reinforces your brand.
4. Your performance channels are more cost effective
You’ll likely begin to notice your performance channels are operating more efficiently and producing conversions or leads at better costs. Because now, rather than guessing who you need to be targeting, you know exactly who the right customer is and how to speak to them.
5. Organic growth has increased and you get more referrals
Your customers become your sales team. You’ll find that your existing customers are more likely to recommend your brands to friends and family or share on social media which leads to an uptick in organic growth. Less chasing new customers, they’ll be coming to you.
6. Customers actually understand your product or service
This is one of the biggest pain points I come across when working with brands. They don’t actually know how to articulate their product or service in a way that truly resonates with their target audience.
The positioning process helps to ensure that your offerings become crystal clear to your target audience and allow them to quickly understand what you do and how it benefits them.
7. Your internal teams are aligned on key messaging and audiences
It’s not all about external facing activity, your positioning from an internal perspective is just as important. And when you’ve got it right, you’ll notice that your teams, company wide, understand the brand and share the same vision. They’ll know what the core message is and who the ideal audience is, leading to more cohesive teams and operations.
8. More businesses want to partner with you
It’s also not all about you and your customers.
Positioning your brand correctly attracts more partners and businesses who want to work with you. The strength of your brand becomes something they want to align with which leads to collaborations, partnership opportunities and joint ventures which ultimately works to further strengthen your place in the market.
Nailing your brand positioning is a game changer.
It makes you stand out to the right people, for the right reasons.
And when you begin to notice some of the points I’ve outlined above, you’ll know that you’re either there, or almost there.
But it is important to remember that it doesn’t happen overnight. Once you’ve done the research, understand your customers and understand how to speak to them, the journey has only just begun.
It takes time, effort and on some occasions, a lot of trial and error to get your position just right. But, when you do, you’ll have a stronger and more resilient brand that attracts the right customers while commanding a premium.
Incredible words to
grow your brand.
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