Branding & Positioning: why customers choose you

Competition is fierce in virtually every sector. Customers have more choice than ever and are constantly comparing companies with one another. That is precisely why it is important to make it clear why someone should choose your company. That is where branding and positioning come together.

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What is positioning?

Positioning is the place your brand occupies in the customer’s mind. It boils down to the question: What do you stand for, and why are you the right choice? Strong brands have a clear position. They do not try to appeal to everyone, but focus on a specific target audience and communicate a clear message.

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Why differentiation is important

Many companies offer similar products or services. If you don’t make it clear what sets you apart, the customer’s choice will be based primarily on price. Strong positioning helps you to:

• to attract the right customers;
• to make your marketing more effective;
• to build greater trust;
• to compete less on price.

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Positioning starts from within

A strong brand starts with answering a few key questions:

• Why do we exist?
• What makes us unique?
• What values do we hold dear?
• Who are we here for?

Once this foundation is clear, it becomes easier to convey a consistent message to the outside world.

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Branding makes your position clear

No matter how good your positioning is, if nobody recognises it, it’s of little value. Branding ensures that your story is seen. Through your corporate identity, website, content and communications, you show what your brand stands for. Strong brands aren’t necessarily the biggest companies. They’re often the companies that communicate most clearly who they are and why they matter.