The modern communications environment often makes us link the word ‘brand’ exclusively to the corporate world. However, creating a successful brand is equally important for both profit and non-profit organizations. In fact, using brand positioning techniques is crucial for establishing the organization’s presence in the industry and maintaining strong stakeholder influence.
That is why we, at Savion Ray, believe that branding is not a matter of what your organization does, rather it is about how and why you do it. Brand positioning reflects a whole scope of services, activities, initiatives, and values connected to your organization.
So, what can make your image special? Here are 3 simple tips to follow for a successful brand positioning strategy.
Your brand strategy starts with your audience. The success of crafting both the brand and positioning strategy depends on a well-understood identity of the “ideal stakeholder” and clearly identified segments of your organization’s target audience.
After identifying all possible sub-groups, you should closely monitor the specific segments to get to know them best. Such monitoring can oversee a wide spectrum of factors – starting from simpler data such as occupancy and ending with more in-depth insights such as the preferred ways of getting the information.
To understand your audience, you have to regularly update the following information:
As you keep shaping your organization’s brand identity, the answers to these questions will help communicate your relevance to stakeholders who truly care and are ready to act together with you.
Moving along the list of your audience’s problems and motivations, you should try to dig a bit deeper and discover your stakeholders’ values. The so-called “philosophies” of the targeted groups will further become an integral part of crafting a successful brand positioning strategy.
Take the features that set you apart and translate them into simpler and more understandable values for your stakeholders. Try integrating the aligning values into your brand positioning:
In your organization’s brand positioning, you should strive to help your audiences see the shared values through every element of your brand’s identity: starting with a logo and ending with a website copy.
While this point is seemingly self-explanatory, this is in no way a less important tip. In simple words, it is important to walk the talk. Achieve your brand positioning goals by committing to your values and creating content that stays true to your brand.
As you display authenticity, it is necessary to maintain consistency in your communication strategy. No matter where and which form of content you publish it should feel like a natural part of the organization’s established identity in the eyes of your stakeholders.
In such cases, a brand positioning statement will help you keep your brand authentic and your communication strategy consistent. You can further use the brand positioning statement as a foundation for the following aspects:
Authenticity and consistency will help your stakeholders navigate through the communicated issues, goals, and calls for action. Altogether, those will shape the experience the audiences get when interacting with your organization.
Successful positioning strategy results in better credibility and ultimately attracts more new members or helps you get the policymakers interested. Expanding your brand positioning strategy will further help you boost your organization’s long-term bond with the corresponding audiences and valuable stakeholders.
Curious to learn more about band positioning as a part of what we do? Take a look at our services page and if you’d like to know how you can take your brand to the next level reach out to us at info@savionray.com.