Marketing Fundamentals: Positioning and Brand Development
by Pro Hawaii Communications
http://www.prohawaii.com
Positioning
In an over-communicated marketplace it is vital that a company establish its
own unique identity, also known as a unique selling proposition. This
moderately used marketing technique known as positioning and can be used
to create competitive advantages where none previously existed. For
example, think of the top brands for jeans or luxury cars. The first brand
into your mind has achieved a top of mind awareness and has carved out a strong
position for itself. In most cases this was accomplished by using positioning,
in other cases, it was accomplished through years of advertising. If done
properly a company can position itself as a market leader simply by announcing
itself as the first entrant of a new category or niche. Careful analysis must
be conducted because being the pioneer in the new field also encompasses the
responsibility of navigating through unknown obstacles which can present unknown
risks and challenges.
Brand Development
Brand development is essential if a company is to differentiate itself
from the competition. There's an old saying that summarizes the principles
of branding: "Good brands are like good people, over time you trust that
they will deliver on a stated promise." Everything that exists within the
context of the company, both pros and cons, are part of the equation
when determining the value of a brand. For example, a company's logo,
its partners, the tone and frequency of its press releases all shape how the
brand is perceived. To optimize a brand's equity, it is critical that brand
managers recognize that the brand exists in the mind of the consumer.
Therefore, ensuring all communications from an organization are planned,
deliberate, consistent and most importantly, positive, are the goals of
creating a strong brand. From telephone etiquette, logo design to storefront
cleanliness, all messages must communicate and reinforce your promise...
Again, your brand is your promise.
Copyright 2002
Pro Hawaii Communications
http://www.prohawaii.com
Specializing in Brand Development,
Positioning and New Media Communications