Identifying your Brand positioning

Everyone should pinpoint their brand positioning in their company

Positioning yourself as a brand leader in your industry is essential to differentiating your company from competitors. The competition can be enormous in some industries, that is why it is vital to determine your brand positioning up front and create a strategy around your companies visual communications. Some key factors to think about when positioning your brand, what is different about you and your brand and what makes you stand out from competition?

We would all like to think our brand stands out, simply by adding a cool logo, or having fancy colors, but the reality is your strategy and planning that goes into the logo and branding process is what makes your logo consistent with your brand positioning. It is necessary to answer the following questions to get a clearer picture of where your brand positioning stands in the market, before Iterating your visuals. 

Key questions to ask yourself about your company; how do you stand out from the crowd? What are the benefits of your products? How about the services you provide, do they have any special qualities or benefits to the customer and stops competitors from competing with you? You need to have absolute clarity on the benefits of your service or product for the customer and your brand positioning. It is important to establish your independence and claim your credibility in your industry. There are so many ways to get clarity on positioning your brand. One way could be through visuals like logo, typography and color. When looking at brand positioning, look at establishing focus on both functional benefit and emotional benefit to the brand and your customer. Consider all things important to the brand, including look, feel, quality and uniqueness. How do you stand out and how does your brand make the customer feel? Your brand positioning should be a positive experience for your customer, from a visual perspective to an emotional awareness. Most importantly, the experience is one you want your customer to remember about you and your brand.