Useful Tips

Why brand positioning is essential for small businesses


In this issue we will talk about how to create a brand in 10 steps. It doesn’t matter whether you are building a brand yourself or entrusting this work to professionals, these 10 simple basics will help you build a really cool brand that will bring good dividends over time.

How to create a brand in 10 steps

Below we will discuss how to create your brand in 10 steps. Everyone knows the saying "the devil is in the details", this saying can be safely applied in this case. Sometimes seemingly insignificant at first glance details play a key role in the success of the brand.

A successful brand should have everything perfect, starting from a competently set mission of the company and ending with beautiful brand packaging. We will try to go through the most important details in creating a brand, which must be taken into account.

Step No. 2 “Positioning”

Brand positioning Is an idea that will distinguish your brand from hundreds of others. Positioning is often called the "mission of the company." Let's look at examples of brand positioning using the auto business as an example.

Examples of positioning of famous auto brands:

It should also be understood that these are not just beautiful mottos in order to stand out against the general background. It is these criteria that are fundamental when creating cars for each of these firms. Accordingly, when the buyer chooses one of these companies, he knows in advance what he will receive when buying.

Step No. 3 “Development of the name”

At first glance, it can show that there is nothing easier than writing a few dozen suitable options and choosing the best one. But not so simple! You need to understand that the name should evoke the necessary emotions from the client, it should sound good (because it will be used in advertising slogans, etc.), and so it should reflect the "mission" of the company. As in the example above with car brands.

Step No. 4 “Registration of a trade brand”

To register a trademark, you will need to contact the federal executive body on the intellectual proper, or rather, FIPS. After that, you will need to fill out all the necessary documents, fill out an application for registration of a trademark and send the necessary documents to the Patent Office (FIPS).

The registration amount can range from 12,000 to 16,000,000 rubles, depending on the class of ICGS. There are also companies that, for a fee, will help you do most of the work for you, help arrange paperwork, etc.

Step No. 5 “Logo Design”

At this stage, you need to come up with a logo for your brand. Here you can go in 2 ways: 1) do everything yourself, 2) connect a company or freelancer to the side. If this is a serious company, of course you can not do without the help of a studio or a freelancer and a professional designer. When creating a brand from scratch, there is no need to rush, because the logo will be the face of the company, it will be on all advertising booklets and other information related to the company.

The amount for the development of the logo can be completely different. Sometimes in large forums you can see a branch with the task: “Develop a logo for some company”, naturally with a prize pool for the winner. And people send their drafts on this subject, and at the end of the month the owner chooses the best option and makes it a logo for his new company. This is certainly not a standard approach to creating a logo, but many firms use this method.

Step No. 6 “Choosing a Corporate Identity”

Corporate style is needed in order to emphasize the features of the company, to highlight its individuality. Today, corporate symbols are an integral component of the image for a company of any level. The right style helps the product or brand to be recognizable, inspires confidence among the buyer, etc., etc. But this is the essence of creating a brand.

Step number 7 "Creating a corporate character"

Everything is ambiguous here, many successful firms know how to character, but there are hundreds of other firms that do not use them. It all depends on the company and its vision of marketing the company. Therefore, each company decides whether to use characters in creating the brand or not.

Famous characters of brands:

  • Nestle - a brown rabbit named Quickie,
  • Marlboro - the cowboy.

In addition, each character has its own peculiarity, for example, the cowboy Marlboro (heroic character), the rabbit Quickie (Nestle) character is different. This approach proved to be quite good, because we know many brands precisely by their characters.

Step No. 8 “Creating Packaging”

Each brand should have its own unique packaging with the brand logo, company colors and all other attributes. Many especially foreign brands manage to make such packaging that after buying a product they don’t even want to cut a box or packaging, how good it is.

It would seem a trifle, but such things form an additional sympathy for the brand. Of course, no one will buy your products because of one box, but high-quality packaging will be a definite plus to the customer’s relationship with the brand.

Step No. 9 “Brand Promotion”

In promotion or brand promotion, there is no ideal formula that would work in all cases. Indeed, in each niche there are its most profitable methods of promotion. In addition, a lot depends on your financial capabilities, the level of competition, etc., etc.

Therefore, if you do not have skills in the field of brand promotion, it is better to hire professionals who do this every day. They will draw up a rough promotion plan for you depending on your budget, give useful tips, etc.

Advantages and disadvantages of creating a brand

In brand development, there are both pros and cons. Of course, there are much more pluses, but the minuses must be taken into account. Since it’s easier said than done. And if the brand does not keep its word, such a brand will never be in demand among buyers.

The ability to attract new customers (by highlighting against competitors),

Increase in the cost of production,

Clients for life (in case the buyer likes your product, he will always prefer your products over the products of your competitors).

All products must comply with the brand image. Otherwise, it will negatively affect the brand as a whole. If your motto is quality, all products must be of better quality than competitors, etc.

What is brand positioning?

A brand is a set of expectations, memories, experiences, and established relationships that, taken together, form a decision among consumers to give preference to your offer on the market.

Positioning is an element of marketing that allows you to create a conceptual place in the minds of the target consumer that you want to use for the associative perception of your services. Simply put, brand positioning There is a process of introducing the image of your business into the minds of your customers. The process itself takes place regardless of whether you are active in developing a strategy or allowing the market and competitors to spontaneously influence the result.

In the professional environment of marketers, one can hear such a comparison - brand positioning is akin to a systematic and organized search for a “window” in the client’s head. This approach is based on the concept that communication with the target audience can be carried out only at the right time and in the right circumstances. Also in specialized literature, this concept is referred to as a positioning strategy, a brand strategy or a statement on brand positioning.

Business needs to create unique impressions in the mind of the client so that he associates something specific and desirable for him with your company, which is noticeably different from the rest of the market. The basic idea of ​​a brand strategy is to identify potential niches for sales growth and try to create a “powerful outpost” for the business as a whole or for a particular service in particular, using various marketing strategies, including pricing, promotion, service and forms of competition.

Positioning strategy or blind luck

A positioning strategy is often mixed with corporate slogans and style. The brand positioning statement is intended primarily for internal use. This strategy defines marketing decisions and the subsequent practical actions.

Corporate identity and slogan is just a striking external appeal to the market, which you use for advertising purposes. The words and form of your brand can be the key to success, not blind luck.

When deciding on a brand strategy, it’s helpful to initially think about four key issues:

  1. What target audience should the brand be associated with?
  2. How will your business be different from competitors?
  3. What emotional or rational benefits should a brand be associated with?
  4. What evidence needs to be demonstrated for the market to believe?

An example of a brand positioning statement can be found here.

What is branding for small business?

In simple terms, branding is a marketing strategy for creating a name, symbol and design that will identify and distinguish your product from all other products.

But is it that simple? Branding is also a difference from your competitors, and how the audience or anyone else will perceive your company. In the end, it is the brand that will shape consumers' expectations of your services or products.

Target audience value

Brand success is possible only because of the existence of customers and business supporters. Each company, regardless of its size, must understand who their potential buyers are: how they think they need what is important to them and where they spend their time.

In order to effectively promote their services, the brand strategy should be focused on communication with the target audience. Thus, you will save time, money and energy without spending limited resources in an attempt to reach out to customers who in no way have an interest in you or any relation to your services.

Your goal in working with the target audience is to become in their eyes an expert (guru) with experience and responsibility.

The value of a unique selling proposition (USP)

Strong brands have a strong influence of USP. When you formulate a clear and concise statement about brand positioning, this will allow the client to see their real benefits from your services. Make the appeal simple, concise, catchy and powerful at the same time.

You need to grab the attention of the target audience!

The value of associated benefit

Any brand must adhere to consistent algorithms. You will not succeed if you begin to change the rules of your behavior, both in the market and in your company. Customers come only once if they do not understand their benefit.

If you want to attract an audience with emotional hype around your business, you must show your passion and emotions. Thus, you will provoke in response a keen interest in the brand, and a desire to take advantage of your offer.

Want to focus on the rational, talk about this advantage and convince your supporters, focusing on uniqueness and benefit.

The value of material evidence

To take the brand to a new level, it will be necessary to formulate a serious mission and business goals. The mission of a brand is usually understood as a contribution to its business for the development of a consumer society, to satisfy their needs.

A brand that adheres to its promises is likely to overcome any competition in the market. Thus, by defining the goals of the mission and directing your efforts to achieve them, you will create natural physical evidence in the minds of consumers, confirmed by certificates, diplomas, public recognition, etc.

Company employees must understand and adhere to the declared goals, as they are in direct contact with customers.

How to integrate a brand into consumer consciousness

Corporate identity and advertising slogan are vivid and memorable elements of the brand positioning strategy. They should be firmly entrenched in the minds of most people.

But the objective reality is that no marketer has the right to store anything in the client’s mind. The notion that positioning is shaped by marketers must die. Each client has his own idea of ​​who you are!

All businesses exist for profit. The easiest way to increase profits is to reduce the quality of service. Many established brands are beginning to believe that their customers are too dependent on their products. And therefore, with a decrease in quality, consumers will always give only their preferences to them and treat their well-known brand with loyalty. This is usually a trap!

Positioning is not what you are doing, but the result of your customers perceiving what you are doing. Brand positioning cannot be created in a vacuum; it is a co-authoring experience with consumers. It is necessary to maximize the interest of clients in participating in the announced mission of the company.

And remember, every member of your team who comes in contact with the client should be the best and adequate reflection of your mission. This directly contributes to increasing the value of your brand in terms of the ability to generate profit for the business.

Key Findings

Priority goal brand positioning are relevance - the degree of conformity of expectations and results. Customers must find your brand attractive. If not, your business will not be included in the “priority list”, no matter how differentiated or trustworthy it is.

Goal number 2differentiation. Uniqueness is crucial. This is a key factor in the success of positioning. The brand must be unique and have a visible competitive advantage.

Final factor to win the minds of consumers becomes credibility. If you cannot provide the promised advantage (quality, efficiency, responsibility, etc.), the client will remain conscious only an empty promise.

1. Define your brand

The first thing to do is answer a few questions that will help identify your brand. This is the first step in creating branding:

 What is the mission of your company?
 What are its main characteristics?
 What other characteristics should your company have?
 What is your target audience?
 What are the goals of the company?

2. Create a logo and color palette

It is not for nothing that we put him in first place. Because if you think that it is not so important, then you are very mistaken. The fact is that the human brain is extremely susceptible to visual stimuli. And color plays an important role here. Each color and tone carries a specific message that we perceive on a subconscious level.

Let's look at some of the colors and associations that they cause in us:
 Pink: femininity, love, calm
 Red: power, passion
 Orange: health, energy, warmth, ecstasy
 Green: nature, peace, money
 Blue: peace, loyalty, cleanliness, trust
 Purple: magic, creativity, regality
 White: cleanliness, accuracy, simplicity
 Black: strength, sophistication
 Brown: countryside, nature, masculinity

Creating a good working logo requires many hours of work by a professional designer. Because the logo is your identity. This is why they will recognize your company, product or service.

Designing a company logo is an extremely important branding element. It is not created for a day or a year: it must be relevant even after ten years. Do not forget about it.
Also, when creating a logo, it is worth bearing in mind how you intend to use it (online, on billboards, business cards, etc.). You will need to create a logo suitable for any possible application.

Decided to invest in brand creation?

3. Create a tagline

A tagline is a unique phrase that connects your name with a brand. Creating a good slogan is no easier than coming up with a logo.
Here's a quick tip on creating a tagline. Do not completely concentrate on what your product or service is. Instead, think about the benefits they provide. That is how a good slogan works: it explains why we should choose one or another product.

Examples of the best slogans:
 Nike: “Just do it.”
 LG: “Life’s Good”
 Apple: “Think Different”
 Lego: “Play on”
 Walmart: “Save Money Live Better”
 McDonalds: “That's what I love.”
 L’Oreal: “Because you deserve it.”
 Disneyland: “The happiest place on earth”

4. Integrate brand

And now that your brand is ready, you must integrate it into all aspects of the company. And it’s easier for small businesses: employees of small companies are more likely to contact customers.
Не пренебрегайте обучением сотрудников, чтобы никто не нарушал брендинговую стратегию. Это очень важно. Why? Попробуем объяснить это на примере клининговой компании, лозунг которой «профессионализм и чистота», а ее сотрудники одеты в грязную и неопрятную униформу. Такое несоответствие заставит усомниться в надежности фирмы.

How to develop a personal brand: positioning a personal brand


Positioning phrase formula:

  • I help X (target audience)
  • Make / understand Y (your topic)
  • So that they can Z (benefits)

An example of my phrase you can look here.

Target Positioning:

By the way, positioning is just one step out of 10 steps that you need to go through in order to bring your information business to millions of times. Read the rest of the steps here >>

Plus, for pumping a personal brand, interviews with other experts are great. How to take them correctly read here.

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