Defining your brand’s position comes from the company’s identity — the starting point for a brand strategy. Research shows companies who market their product or service without establishing their brand position are unlikely to achieve a return on investment. A well constructed brand strategy will establish the brands position and define the landscape for media channels both traditional and digital. Branding is the first step followed by raising its awareness.
The best position for any brand is to be perceived as the only solution to the target audience’s problem. This can establish the value of the brand and if it can be charged at a premium. Therefore, your brand is what your customers see your company as, the products or services they associate with your company and what they say — it’s the company’s personality. Often companies think their organisation and their products or services stand for something totally different to what a customer thinks. The challenge is to have your customers know your brand and what it stands for. As seen recently if you don’t define your brand, your competitors will happily do it for you.
Marketing is used to communicate the brand to your target audience and illustrate the differentiating factors between your company and your competitors. Simply grabbing the attention of the target audience, sharing the brand story and encouraging the sale process.
Every organisation can operate like familiar brands such as Apple, BMW, Amazon, L’Oréal and Nike. All of these brands have one thing in common — they are now known as lifestyle brands. Their customers understand the company, it’s products and the services they offer while enjoying the lifestyle benefits they offer.
It all starts with defining the brand and implementing the strategy. Talk to us today about your company and your brand requirements. Call 01 216 4242