How to create successful brand Positioning and a Voice that resonates
In any competitive market, effective brand positioning pinpoints the factors that make successful brands stand out and resonate with our target audience.
Brand positioning is among the first steps of our strategic process that establishes the perception of a brand in consumers' minds. How do we differentiate from our competitors? How do we align with the needs and preferences of our intended market(s)?
A well-positioned brand communicates its unique value proposition in two important ways: It must be clear, and it must be compelling. These foundational elements lead to two more important factors: a brand that is recognizable, and one that is memorable. Then, when paired with a truly unique and useful product offering, brands complete the brand-advocacy-circle by fostering trust and loyalty.
With solid positioning, comes the creation of a unique brand voice to accelerate our effectiveness by encapsulating personality and values. An impactful brand voice engages with audience by instilling emotion.
Easy, right?
What Does Positioning and Brand Voice process Look Like?
Our positioning process takes direction from brand strategy and market analysis to the next stage of research and development. We need to fully grasp who we're talking to, how we're fulling needs, how we're offering value, and why our customers should believe us.
When we practice empathy and put ourselves in the customers' shoes, we begin to better understand the priorities of those in our target market. What do they consider valuable? How do we support those values?
As positioning becomes clearer, we look to character studies to provide real-world examples of relatable personas that align with our brand. Who do we sound like? Who might represent our business? What role can they play? Who would we look to for influential partnership opportunities?
More than just good content, cohesive positioning and a relatable brand voice make an emotional connection with our audiences to align with everything we stand for. They enables storytelling that isn't just transactional, but shared values and experiences our audience can relate to.
And to take it a step further, how do the nuances of the words we use impact our messaging? It's at this point we fine tune the details that act as a positioning and voice framework for content creation.
Bringing it All Together
More than just good content, cohesive positioning and a relatable brand voice make an emotional connection with our audiences to align with everything we stand for. They enables storytelling that isn't just transactional, but shared values and experiences our audience can relate to.
Strategic positioning and a unique brand voice are one of the most powerful dynamic duos of the marketing toolkit. They not only lead to more consistent and directed efforts, but also enable brands to build longterm relationships with audiences to achieve customer advocacy.
Because when customers begin recommending our products and experiences, it's proof of the value in making lasting connections.
