Positioning your brand to attract the right customers

Before you start creating designs, logos and websites for your business, it’s really important to take a step back and make sure you have got your positioning right. The first step for any new business, or new product/service, is a strategic look at its positioning.

What is positioning?

Positioning means considering where in the market you want your brand or product to sit, so that will reach the right customers. For example, are you positioning your business as a luxury, high end expensive product for women, or is it a cheap, everyday product which young men would use? These two examples would require a very different approach to brand and logo design, how you write the content and how you promote the product.

For this to work, you need to know exactly who your customers are. If they are consumers find out what age they are, what their interests are, and where they would go to buy their products regularly. If they are business purchasers, there may be more than one person involved, so get researching.  Once you know them inside out, you can make sure you position your brand to reach them.

Positioning will have an impact on your brand design, how it is packaged, where you place your products to sell them and also the price point which you go for. It will affect the way you talk about and describe your product in your marketing materials.

If you are not sure how to approach positioning your brand or company yourself then our marketing experts here at LCM will work with you to help you make sure your brand or business is positioned in the right way to attract the right customers.

Why is positioning important?

If you don’t get the positioning right you could end up trying to sell your product or business to the wrong audience, who just won’t be interested in buying it, and then you will be left with lots of stock and no orders potentially.  It sounds so fundamental – surely people don’t get this wrong? You would be surprised just how much marketing money is wasted because companies don’t know this information.

The positioning helps your brand or company to stand above your competitors in the minds of all your customers. Good positioning and subsequently effective branding will work to give you a unique impression across the market place.

Customers will recognise your brand and understand immediately what it stands for and why they want to buy from you, just from the way you have positioned your business or products.

What is involved?

Positioning covers all aspects of the product, not just the design. You will need to develop positioning statements which define the audience and how the brand should be perceived and received by them.

Then the design, statements and positioning concepts will all work together to make your product stand out and appeal to the right customers to generate positive leads and a pipeline of successful sales.

How can LCM help?

If you’d like help with positioning your brand correctly, please do get in touch with us at LCM Marketing and we will be happy to talk through what you are trying to achieve. We will ask you guided questions to find out if you need our kind of input, or if another route is best for you.

Telephone 01489 891870 or email info@lcm.co.uk