Brand Positioning Strategies: 10 Ways to Stand Out in a Cutthroat Industry
By Sally Ofuonyebi
Every market, in one way or another, is saturated, but effective brand positioning strategies will set you apart from the competition.
Nike, Crocs, and Gucci all make shoes. But when I think about getting sneakers, Nike comes to mind. When I think of fashionable leather shoes for a runway model vibe, Gucci sounds good. And when I think of getting lightweight, super-comfy slides to stroll around, Crocs is my first choice.
There are many shoe brands out there, but some have positioned themselves as the go-to for distinct needs in the minds of target customers. So, how can you become the key player in your market?
Whether lead a boutique agency or run a coaching/consulting company, here are 10 surefire strategies to stand out and become sought-after in a crowded niche.
How to position your brand in a crowded market
1. Perform in-depth target client research
You need to know your target customers. Go beyond their demographic data, such as age range, gender, and income level, and uncover their psychographics.
What interests them? What are their behaviors? What are their personalities like? What do they want?
Conduct thorough research to discover their struggles and desires. Take the time to know them so you can tailor your offerings to address their needs and ensure your brand message aligns with them.
2. Figure out your unique value proposition
Like Crocs positioned itself for producing lightweight shoes, what would you stand for? Or consider the tools and apps you love using. What makes them distinct—enough for you to love and use them regularly?
You, too, need to find your special sauce. That is, a unique value proposition (UVP) that sets you apart from the competition. Your UVP is the point of difference and distinction for your brand. To find out what makes you special, take the time to analyze your strengths, expertise, offers, and what you want your brand to be known for.
3. Create a clear brand message
Clarity is crucial in brand communication and positioning. Your brand message should be as clear as a neon sign on a dark street. Your target customers should understand what your brand is about from the moment they land on your website’s home page.
Don’t use fancy vocabularies, industry buzzwords, or vague promises. Write comprehensible website copy that will grab and keep people’s attention. Additionally, your brand message should be consistent across all touchpoints (including your social media posts, blog content, email campaigns, and freebie opt-ins), not just your website copy.
4. Optimize the customer journey
Map out the customer journey and guide people from one point to another by providing helpful, personalized content that's tailored to every stage of their journey until they complete the buying cycle. When it comes to personalized communications, and products and services, 76% of consumers are more likely to make purchases from brands that personalize.
Continue to analyze and optimize the customer journey, from the awareness phase to post-purchase engagement, to ensure a positive and seamless experience, thus increasing the likelihood of gaining repeat customers and word-of-mouth referrals.
5. Build website funnels
Out of the over 1 billion websites online, can you believe that only 18% of them are active? The remaining 82% are just sitting on the internet and filling up space when they could be lead-generating machines for their respective brands.
Flip on the “active” switch your website by building well-optimized funnels. They are the secret behind turning mere website visitors into interested, qualified leads. Using a website funnel simplifies how you optimize your content for every stage of the buying journey. You’re able to lead prospects through a series of steps designed to nurture and convert them into customers.
6. Get personal with your voice
The best brand messages stick because they’re relatable and connection-focused. In an era where bots have become the chief content officers of many businesses, make an intentional effort to create content that builds a connection with your target clients. Humanize your content so that you stand out.
A straightforward way to do this is by infusing your brand personality and tone of voice into your stories. Whether you’re quirky, knowing, funny, sassy, or calm, let your voice shine in every piece of content you share. Make it easy for your audience to know it’s you. That’s how you become unforgettable.
Marketing has become personal. People don’t just buy products anymore. They buy into brands they connect with on a personal level.
7. Target underserved market segments within your niche
Within your “saturated” niche, there may be untapped opportunities you can exploit and high-value audiences your competitors aren't paying attention to. Find that niche within your niche. Identify underserved subsets within your market and capitalize on them. For example, if you're a fitness coach, you could target a more niche, less competitive market by becoming a fitness coach for postpartum mothers.
8. Voice of the customer insights
If you want your target audience to notice you, you have to give them what they want. To learn more about your customer, conduct voice of the customer (VOC) research. This type of research allows you to gather insights directly from your current and target clients. It can be done by conducting surveys, analyzing their reviews, stalking comments on competitors’ pages, or hosting a good old-fashioned interview call. Then use their feedback and preferences to refine your content, strategies, offerings, and user experience.
9. Partner with complementary brands
Entrepreneurship can be lonely, and when things get competitive, even lonelier. Find businesses that will complement yours and partner with them to boost your reach and conversions. For instance, a website copywriter and a brand designer can team up. An SEO strategist and a content writer can become partners.
10. Make data-driven decisions
Analyze trends, content performance, lead generation, and user behavior to gauge the impact of your marketing efforts. Data analysis allows you to find patterns that reveal what's working and what's not and gives you ideas for what you can improve—whether it's your marketing strategy, messaging, or offerings—so you can convert your target clients.
Effective brand positioning will help your business stand out
In a competitive industry, you need effective brand positioning strategies that will set you apart. Focus on research, genuineness, funnels, hidden gaps, and analytics to build your brand into a key player in your niche.
Keep in mind, though, that brand positioning isn't a one-and-done deal. It's a continuous journey of research and improvement.
Brand positioning FAQs
What is brand positioning?
Brand positioning refers to how a brand is perceived in the minds of its target clients. Positive, effective brand positioning keeps a brand top of mind and differentiates it from the competition by giving it a unique, memorable identity.
What does effective brand positioning accomplish?
Brand positioning differentiates you from the competition by highlighting what makes you special. It also makes you memorable such that you become your target audience's go-to expert, and improves your bottom line by giving you a sustainable advantage in your market
What are some brand positioning strategies?
These include (but are not limited to): 1. Conducting target client research; 2. Optimizing your customer journey; 3. Getting personal with your voice; 4. Using voice-of-customer data; and 5. Partnering with complementary brands.
About the Author
Post by: Sally Ofuonyebi
Sally Ofuonyebi is a copywriter for small businesses. She helps brands increase their visibility, leads, and conversions through connection-focused website and sales copywriting. Check out her website for more tips on how to grow your marketing badassery.
Company: SallyOfuonyebi.com
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www.sallyofuonyebi.com
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