Branding and Positioning

Article Written By: andrewmichaels

If someone asks you to describe what makes your business different from the others already found in the marketplace, will you be able to confidently answer the question? Would you know how to describe why your products and services are better than your competition? Why are your pocket folders for example unique and easily distinguishable from the other pocket folder printing materials in the market?

If you don t know how to answer the questions by now then you are in trouble because most likely than not that you have a branding problem.

Of all the tools used in marketing by business owners, branding and positioning are two of the most misunderstood and vague concepts found in the market. Hence, both terms are often misused and abused, which often leads to more problems than the business owner can handle.

So what is branding anyway? First of all, branding is not about your logo, slogan or even your color. They are however part of branding which you can add in the entire concept of the word. But branding is way more than that.

Branding is all about defining clearly what you want your image to be in the marketplace. Branding is what you would want your clients and prospects to see as your representation and identity that they can easily identify and recognize. It is extremely powerful that when used right, branding can help you attract clients and prospects to your business. However, when branding is misused, the same power and strength that your brand image has given you can certainly break your business.

It is really about the primary identity that you would want your business to be recognized with. It is the process by which you can show the basis of your existence. Branding is actually about the main image you would want to have for your business. In the simplest form – it is your core identity.

Branding is all about what your business is representing to your target clients and customers. It is what you reflect in your marketing collaterals such as your or brochures. It is what your business is about that once you know your kind of brand, everything and all your elements will definitely come together to show your target audience what your core identity is all about. Hence, you need to know first what your core identity is.

Your positioning on the other hand is your leverage in the market. How well do you stack up? How well can your customers and ideal clients describe you, your business and what you can do? It is also how your target clients and customers compare you with your competition.

But between the two, branding comes first. So you have to know at the earliest where you are in terms of your branding efforts. Figure out initially what you would want your core identity would be in the marketplace. Would you want to be have the best shipping experience amongst the companies? Or would you want to be known as the fastest producer of printed marketing materials, be it brochures, booklets or catalogs? The bottom line is to know your core identity first before you undertake any marketing strategy for your business.

So I ll ask it again – what makes you different? By now you should ve been able to answer the question adequately.

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