Brand Positioning and Personality Matter
In today’s competitive world, having strong brand positioning and a cracking personality is absolutely essential if you want your business to create value, bring in more revenue, and make a positive impact. A solid brand helps you stand out, keeps your customers coming back, and ensures you stay relevant in the market.
Why It’s Important for Businesses
Standing Out in the Crowd
A strong brand helps you stand out from the competition. When you’re crystal clear about what your brand stands for and how you’re different, you’ll attract and keep more customers.
For example, brands that focus on being relevant tend to win their customers’ hearts, with growth outperforming the S&P 500 by leaps and bounds – think 35% in revenue and 215% in profits, according to Prophet.
Building Customer Loyalty
A well-thought-out brand personality connects with customers on a personal level, creating loyalty and repeat business. When people relate to your brand, they’re more likely to stick around.
A brand’s personality can reflect a customer’s self-image, their relationships, and much more. David Aaker
That emotional connection adds value and makes you stand out.
Boosting Financial Value
Let’s talk money. A solid brand position builds strong brand equity -how customers see you- and brand value -the financial worth of your brand-.
Companies with a great reputation in customers’ eyes usually translate that into real financial gains. And let’s be honest, who wouldn’t want that?
What Makes Good Brand Positioning and Personality?
Be Clear and Consistent
You need to spell out what your brand stands for -your mission, vision, and values- and stick to them across all your marketing channels. Consistency builds trust and helps people recognise your brand instantly.
Know Your Audience Inside Out
If you don’t understand your customers, you’re just guessing. Research their preferences, behaviours, and needs so you can position your brand in a way that really clicks with them.
Gatorade, for instance, tweaked their positioning when they realised, they were losing touch with their key audience.
Make it Emotional
People love a brand that tugs at their heartstrings. By building a personality that resonates emotionally, your brand becomes unforgettable and relatable.
It’s that human touch that turns customers into loyal advocates. Let’s call them believers!
Stay Flexible
Times change, and so do customer expectations. Keep your core values intact, but make sure your brand can adapt to new trends and customer demands. Staying relevant is half the battle.
Brands Getting It Right… and Not so Good
The Good Ones
- KitKat’s nailed it with a simple and iconic brand position. Everyone knows “Have a break, have a KitKat,” and they’ve kept things fresh without losing their heritage. That’s how you balance being distinctive and consistent.
- Patagonia is all about sustainability, and it’s more than just a gimmick. Their commitment to the planet speaks directly to eco-conscious customers, giving them an edge in the outdoor gear market.
When It Goes Wrong
- Gatorade went from being the go-to drink for athletes to chasing a more generic lifestyle audience. This shift didn’t sit well with their original fans, who felt the brand lost its focus on performance and hydration.
It’s a good reminder: stick to your roots or risk alienating your core audience.
How to Apply This to Your Business
To conclude, as a first approximation -because you’ll see that reality is often more complex- I’d suggest that you at least ponder on the following four elements:
- Give Your Brand a Check-Up: Start with a brand audit. Look at where you’re smashing it and where you’re falling short. Knowing your strengths and weaknesses is half the battle.
- Map Out Your Business Strategy: Define your mission, vision, values, and what makes you unique. Once that’s sorted, make sure everything aligns with your business goals and speaks directly to your audience.
- Get Your Team on Board: Your staff need to live and breathe the brand -which, at the very least, should be aligned with your business objectives-. If they understand and believe in it, they’ll deliver a sincere customer experience that reinforces your positioning.
- Keep Your Finger on the Pulse: Pay attention to market trends and customer feedback and tweak your brand’s positioning and personality as needed.
Staying adaptable keeps you ahead of the game.
Image
Andrea Piacquadio, Pexels
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