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Business is a competitive sport like basketball. Every business has an arena associated with its industry. Every entrepreneur, founder, or co-founder acts as the coach, leading their team to the championship year after year. How you present your brand as the leader determines the applause (engagement) you receive and who remains for an encore (your loyal customers).
One of the most important factors to consider in a game like basketball is not only attracting the right talent and coaching staff but also having the right plays to execute on game day. Consider the plays as your business strategies. They should be analyzed and practiced in preparation for game day. This is what your brand positioning strategy should be. For those of us weaving creativity and innovation into the fabric of our businesses, brand positioning is not just a strategy; it’s the play that engages your audience and delivers your message with impact.
“Offense sells tickets, but defense wins games.” -Michael Jordan
Your brand’s positioning strategy is like the most skilled defense in sports. Consider it to be the Detroit Pistons in 04' but in this case a strategy that protects your market share and anticipates the opponent’s (your competitor) moves. In that case you must consider the following to ensure your brand’s defense is always on point:
1. Identify Your Unique Elements: Just as a great defense understands its strengths and leverages them to its fullest, pinpoint what makes your brand unique ie your UVP. This could be your customer service like a Chic-Fil-A employee, innovative product features (like a new Sony A7IV), or your compelling brand story (Your Why). Use these strengths to differentiate and protect your market position as you penetrate the large arenas that you are stepping into.
2. Know Your Audience: Understanding who your audience is is akin to a team knowing its opponents. This knowledge allows you to anticipate their needs and desires, positioning your brand as the best solution in the market. A good tip when building a brand or running your business is to consider yourself the ideal audience. More often than not, we build solutions based on our lived and learned experiences. Combine that with a curious mind to think and see differently; you've got someone ready to release their innovative power. When you do, your story of lived and learned experiences will be the conviction needed to attract your ideal client.
3. Consistent Communication: Consistency in your branding is like a tight defense in a game; it leaves no gaps for competitors to exploit. Ensure your brand communicates consistently across all channels to build trust and recognition. A great way to think of this is having your social media channels and website in the game. You are running the floor with Facebook, Instagram, LinkedIn, Dot Com, and a paid ad. If your brand messaging and identity fall short, you leave room for confusion or, better yet, the opportunity for your opponent to take the lead (pun intended). If you're serious about gaining new leads, keep your defense tight with the right messaging across the platforms AND staying consistent.
For example, you will never see a kind Wendy's response on social media. Theyr'e voice is considently petty and somewhat rude and we LOVE it!
Turning Defensive Plays into Market Wins
Effective brand positioning allows you to control the narrative and direction of your brand, much like a team setting the pace of the game through a strong defense. It involves:
• Being Proactive: In the tweet above, the article from Deputy.com mentioned "How Wendy’s Used Social Media to Profit $64M in a Year." Stay ahead by continuously researching and understanding market trends, is what this large fast-food chain understood and lead to major profit. That understanding of staying ahead will allow you to adapt and reposition your brand as necessary before your competitors do.
• Building Barriers to Entry: Create a brand experience so unique and valuable that it becomes difficult for new entrants to compete against you. A great brand that does this besides Apple is Amazon. In online retail and cloud computing, Amazon has created barriers through scale, efficiency, and an extensive distribution infrastructure. Their ability to offer low prices and quick delivery times sets a high entry threshold for potential competitors like Walmart (who offer 3-day shipping vs 2 days).
• Engaging Customers: Keep your audience engaged and loyal by listening to their feedback and evolving with their needs. This customer-centric approach not only defends your position but also deepens your market penetration. Think Peleton. Peloton has built a strong community through interactive and on-demand workout classes, leaderboards, and real-time encouragement from instructors, fostering a sense of camaraderie and motivation. The integration of high-quality exercise equipment with streaming fitness classes creates an engaging home workout experience that rivals gym classes, making it convenient for users to stay fit from home with a virtual community.
How Brand Therapy Can Elevate Your Game
At Tag It Brand It, our Brand Therapy sessions help you strategize and reinforce your brand’s market position. Think of it as honing your team’s defensive skills, ensuring when the game gets tough, your brand isn’t just playing; it’s winning. Ready to fortify your brand’s defenses and take the offensive? Learn more about how our Brand Therapy sessions can transform your approach and help you dominate the market.
Hey Creative!!
I'm Tre'elle, Founder of Tag It Brand It and Creative Brand Strategist. I’m passionate about helping creative entrepreneurs like you transform your branding into a resonant and powerful voice. Thanks for joining me on this journey to build more meaningful and connected brands. Let’s create OUTLOUD together!
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