Brand Positioning | How to Make Your Service Business Stand Out
In today's busy business world, it's important to make sure your brand stands out.
That's where brand positioning comes in. It's about making your business special in the eyes of your ideal clients.
Let's talk about how you can do this as a service-based business.
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What is Brand Positioning?
Brand positioning is about creating a clear and unique image for your business. It's what makes your business different from others. This could be your products, services, values, or how you treat your customers. And it should speak directly to your ideal clients, making it easy for them to choose you over the alternatives.
For example, when it comes to Cars, there is no shortage of brands to choose from but yet each one speaks to a different audience, or at least they should. Put it this way, it is unlikely that someone would say “I want to buy a car, but I can’t decide between the Dacia and the Rolls-Royce 🤣”
And this is not by accident - both companies have a clearly defined brand position, which they then use when deciding on everything from the engine size to the interior and even the marketing campaigns.
Why is Brand Positioning Important?
If you have just launched your service-based business, getting your brand position right is key. Here's why:
1. Be Different: In a crowded market, a clear brand position helps you stand out.
2. Stay Clear: It helps you understand what your business is all about, making it easier to talk about it.
3. Connect with People: A strong brand position attracts the right customers and builds trust.
11 Simple Tips To Build Your Brand Positioning
1. Know Your Clients
Who are my ideal clients
What are their demographics and psychographics? (age/location/profession/location/hobbies etc)
What problems or needs do they have that my brand can address?
2. Look at Your Competitors
Who are my main competitors?
What are their strengths and weaknesses?
How do they position themselves in the market?
3. Be Unique
What unique benefits or features does my brand offer?
How is my brand different from competitors?
Why should customers choose my brand over others?
4. Stick to Your Values
What core value does my brand deliver to customers?
How can I communicate this value clearly?
What promise can my brand make to its customers?
5. Find Your Voice
What human traits do I want my brand to embody?
How do I want my brand to be perceived by customers?
What tone of voice should my brand have?
6. Connect With Your Ideal Clients
How can my brand create an emotional connection with customers?
What emotions do I want my brand to evoke?
How can I use storytelling and experiences to build this connection?
7. Does Your Brand Have A Greater Purpose?
How can my brand align with current cultural trends and values?
What societal issues could my brand support?
How can my brand stay relevant in a changing cultural landscape?
Is this relevant to my service?
8. Tell Stories
What stories can my brand tell to engage and inspire customers?
How can I convey my brand's values and promise through storytelling?
What platforms can I use to share the stories?
9. Plan For the Future
What is my brand's long-term vision?
How can my brand adapt to future market trends and consumer needs?
What steps can I take to ensure my brand's sustainability and growth?
10. Embody Your Brand
How can I ensure that employees understand and embody the brand's values?
What training and resources can I provide?
How can I create a company culture that supports the brand's mission and values?
11. Listen and Evolve Your Brand
How can I gather feedback from customers?
What insights can I gain from customer feedback to improve my brand positioning?
How can I iterate and adapt my brand strategy based on customer insights?
That’s it!
Once you can answer all these questions, you will be able to build and grow your brand position and connect with your target audience, and get those clients 😊
Remember, business and branding are a long-term game - don’t expect miracles overnight; instead, remind yourself that you want your service business to be here 50 years from now. So get the principles and fundamentals in place, be patient and grow over time.
Need Support in Building Your Brand Position?
Don’t worry, at EN-ABLE we specialise in helping service businesses grow their revenue and impact! All you have to do is just click the button and fill out the form, and we will be in touch.
