Brand positioning: Be bold, be consistent!
Brand, Strategy
Do you want to position your company on the market? You need more attention for your brand? Forget mediocrity! In a world where the competition is as big as Mount Everest and just as steep, it's time to think about brand positioning, time to stand in the spotlight and position your brand so that it stands out from the crowd like a neon light in the dark of the dancefloor.
Three facts for positioning your brand
Brand positioning is not just for big fish
Even as a small company, you need to have the courage to position yourself. If you just try to please everyone, you'll end up nowhere. Take a look at the most successful brands - they have found their niche and settled into it. Strategic brand positioning is the key to challenging the Goliaths of the industry as David. So if you occupy a niche, you should see it as an opportunity instead of shying away from the broad cross of a supposedly gigantic all-rounder.
Differentiation or demise – the choice is yours
In a world where products and services are becoming increasingly similar, it's time to ask yourself: Why should someone choose my product of all things? The answer lies in differentiation. In saturated markets, it is sometimes not that easy to differentiate products and services. Stand out from the crowd and show what makes your brand unique. Be bold, be creative, be different! Because only those who stand out will be remembered. Polarise your presentation rather than appearing too arbitrary.
Consistency and continuity – important keys to brand integrity
The awareness of a living, valuable brand that needs to be constantly maintained is definitely increasing. Nevertheless, some stakeholders consider it sufficient to position themselves once, nod off the corporate design and then let the sails flap in the wind of arbitrariness. The positioning must be continuous and consistent - from the logo to the adverts to the customer service. If you lose the thread, your customers will also lose interest. The best brands are like rock stars: they take the stage again and again, stay true to themselves and stick to their positioning even when the storm is raging.
Put an end to mediocrity – become the rock star of your industry
Brand positioning is an important process for B2B companies that have to assert themselves in a crowded market. Effective positioning helps to clearly define the company and its offerings, create a credible brand that stands out from the competition, build trust with the target group, retain customers in the long term and thus contribute to the company's goals with recurring sales.
Brand positioning is not a luxury that only the big players can afford. It is the secret weapon that also helps the little ones to succeed. Use differentiation, be bold, be consistent - that way you will not only be heard, but will resonate in the ears of your customers like the chorus of a chart-topper. Time to rock the business!
Our advice for the brand positioning of B2B companies
B2B companies can follow these specific steps to develop their own brand positioning:
Start by analysing your target group. Who are your customers? What are their needs and wishes? What do you offer them and where do you appeal to them best?
Identify your unique selling points. What makes your company unique? Where can you differentiate yourself from the big Goliaths? Ask employees, customers, partners and service providers about this.
Develop a clear, credible message. What do you want to convey with your brand? How can you fulfil this promise? Make your strength in the niche clear and visibly differentiate yourself from the competition (see above).
Communicate your positioning consistently. Your positioning should be visible and recognisable in all areas of your communication and constantly repeated.
Don't overextend yourself. OK, Goliath is big and feels like it's everywhere. But don't panic now! It is important for you and your business to be approachable for your target group exactly where they are. You don't create brand awareness in B2B using the scattergun approach, but by targeting relevant touchpoints.
