Category Archives: Branding
Okay, if I were to ask you what’s the car of your dreams, what would pop into your head? A BMW? Porsche? Maserati? Or maybe a muscle car? Whatever make or model it is, no doubt you have a mental picture of its sleek contours and well-proportioned body. And you could easily imagine how it would feel to drive your dream car on a deserted highway or through some scenic landscape.
What you may not readily think of is what’s under the hood of your dream car. The nuts and bolts. The oil and grease. The mechanisms that drive the pistons which work together to propel your car forward. Still, a dream car is only a dream (and not a nightmare) when it enjoys a combination of these two critical factors: it matches your perceptions and it functions well.
In the same way, branding and positioning work together to drive business growth. Branding could be compared to the perceptual aspects of a company; e.g., what your customers expect and desire.
Positioning, on the other hand, is more like the nuts and bolts of the marketing engine. It allows an organization to turn the concept of a brand into a (profitable) reality.
But how exactly do branding and positioning work together? What examples can we turn to for real-world application? And what can you do to implement an effective branding and positioning strategy? Well, first of all, let’s start with some definitions.
Nowadays you hear a lot about brand storytelling. A brand’s unique selling point. The emotional connection that needs to be forged with the customer.
What is this all about? Are these just buzzwords designed to tickle the ears of unsuspecting and overly ambitious entrepreneurs? Or is there a real, quantifiable business value to creating and refining your own brand story? For that matter… what exactly is a brand story?
Let’s take a deep dive into what brand storytelling is really all about; and how it can be of immense benefit to you and your business.
Your brand’s Unique Selling Point (USP) is important. Very important. In fact, it can make or break your business.
Most people think of their Unique Selling Point as the services they provide. Or the products they make. Some companies point to their logo as their USP. Or they read their tagline out loud in response to the question, “what’s your Unique Selling Point?”
The truth is, your brand’s USP isn’t likely any of these things. And that’s why your company blends in with all the others. Honestly, if you haven’t yet identified your brand’s Unique Selling Point, it’s probably the main reason why you’re not growing. And if you are growing, the lack of a USP is likely the reason why you’re not growing faster.
As you grow your business, you need to emulate your competition. You need to blend in to avoid marketing/PR disasters. And, by all means, don’t try to stand out from the crowd.
We call bull. Too many marketers live by these principles. They completely ignore the fact that they’re dead wrong. Blending in is not the way to grow. It only ensures that no one notices you. Instead, you need to be unique. And yes, that goes for your entire marketing strategy.
This uniqueness, in fact, helps your company grow. How you ask? Consider these 6 reasons.
Defining a unique selling point (USP) and using it effectively are two different topics, yet both are vitally important for businesses to gain marketing traction.
A USP should be the central theme of marketing efforts, helping businesses stand out from their competition and, ultimately, gain more conversions.
In an effort to help businesses effectively leverage this tool, let’s discuss 4 ways to incorporate a USP into marketing efforts.