Brand positioning in the digital marketing strategy
Is the brand positioning relevant in the digital age? In today’s world, a lot of information is exchanged between companies and their audiences daily. Every point of contact that someone has with a brand is an experience. And each audience’s background shapes their perception of the company.
Our initiative at GoodNoon -being marketing specialists- recognizes the importance of this element. Before tweeting, posting status updates, broadcasting live videos, or creating web content, we began by defining brand positioning. Identifying the critical experiences of the users is decisive for a company to achieve a high degree of identification from the public.
This premise is the heart of any solid marketing strategy and should be the guiding element to shape the experiences that customers have with a company. This is even more important in the digital space, where companies and the public have countless opportunities to interact.
But, if you are an entrepreneur that you want to soak up knowledge before going to the services of a professional, we have summarized the subject in 3 key points:
The principles of brand positioning
According to The Branding Journal, positioning is how a brand wishes to be perceived by its stakeholders concerning the space it occupies and the value it provides. A strong brand positioning identifies its target audience and what specific needs it has – that the company can meet.
Positioning identifies how a company competes, based on the alternatives available to its target audience and details, why its brand/product/ service stands out and provides value like no other.
In this sense, brand positioning is an internal statement that guides the general marketing strategy and how it places a brand in the public eye. It is the road map to where you want to reside uniquely in the minds of your target audience.
Strategic positioning is what distinguishes successful companies from all others. By designing a unique positioning, you can focus on what is most important to your business, your brand, and, most importantly, your target audience.
The impact on the online advertising campaign
People’s thoughts and perceptions are created through their unique interactions and experiences with a company. From there, it will be determined if a brand is valuable, relevant, and unique. Therefore, once a positioning has been established, everything is done from that moment on should support it, including digital marketing efforts.
If you want your clients to perceive your brand in a certain way, this behavior must transcend your entire business, including digital channels. These can give the audience experiences that will help you form positive impressions about your brand. To do this, ensure your digital content strategy is aligned with your positioning. So you can have control of your marketing goals and objectives in general.
A company has the opportunity to influence the perception of the public through engaging brand experiences. Social networks offer the main forum for this type of significant commitment. In social media, however, it is not about selling but telling stories. For this, an account must interact with the positioning consistently and effectively.
Accessibility and connection
Every point of contact with your audience on social channels should support and reinforce the brand image you want to exhibit. Not just once or once in a while. Each one of the communications you make affects your brand perception. Therefore, everything you publish, share, write, tweet, respond to, etc., in social networks should have a purpose and align with the positioning. And what is more important: it should always be valuable to your audience.
Brand positioning should never be a last-minute idea. It is the element of your marketing strategy that connects everything you do and everything you say. It helps to distinguish the essential experiences that will support how you want to be perceived in the minds of your audience and allows you to configure those experiences in everything you do. It is the ideal place where innovative brands should strive to live uniquely.