The process of brand positioning fundamentally starts with making a commitment to a certain image. In marketing, this image is often supplemented with a slogan or tagline. The best slogans and taglines are short because this way they can be better remembered by viewers.
Brand positioning is an important aspect to our marketing process, from this we can start constructing a dialogue with our prospects and customers. By fueling our brands with personality, we assign to them certain characteristics and traits that allow us to draw in those prospects who identify and reciprocate these traits.
So, when we set out to sell a particular brand or product, that brand or product has to become a mirror image of the attributes and values that lay within the people who will be using them (our prospects and customers).
Establish your brand’s position using social media
Social media has added another layer to a good marketing agenda. While previously advertisers had to construct one-time images for a billboard or magazine, or a single commercial for television spots, social media, although essentially similar has changed the game quite a bit.
The process of engagement using social media channels is done through the creation of continuous dialogue with social media customers. Our messages have transformed from single slogans and taglines to fully developed brand personalities.
Twitter, with its 140 character space per message texts, has essentially transformed the way consumers identify with our brand image.
This is why the importance of sticking to a solid brand position is so vital; you don’t want to deviate from those ties you have established through the attributes and values your brand represents.
Using social media effectively means understanding the core personality of our brands, and delivering messages that consistently speak in context and are consistently cohesive in delivery.
For example, you can read here about how Taco Bell protected their image through social media in a previous article entitled: Reputation Management on the Blogosphere: The Taco Bell Defence. Taco bell created an entire campaign around fundamental brand attributes to protect themselves from scrutiny when faced with a presumable charge.
When we develop a strong brand position, it becomes hard for those who want to attack us to succeed. Furthermore, our consumers trust our image because we created a whole language in support of those basic attributes and values in their mind.
Brand positioning is a way to take a stand; this is our product, and this is why it’s the best. Once our stand drips into our prospect’s minds long enough, we occupy a space in their mind and become profitable.
