Brandcurve - branding and marketing

3 Steps to Develop Your Brand Position Organically

by Susan Gunelius on August 8th, 2007

When you think of brand positioning, you probably think of it in the terms you learned in Marketing 101 with positioning defined as how customers perceive your brand or product within the market of similar products offered by your competitors. 

Typically, marketers try to create brand position through advertising and promotions in an attempt to influence customers’ perceptions of their brands.  However, in today’s world of busy schedules and nonstop messages, companies need to find different ways to position their brand.  By listening to your customers and making changes internally, you can build your brand position organically.

Organic brand positioning is a reactive strategy because it requires you to listen to your customers, but it’s also an effective strategy.  To position your brand, you need to look at everything that affects your brand image and therefore, your customers’ perception of your brand.  From customer service to pricing and advertising, every part of your organization has some effect on your customers’ overall perception of your brand. 

3 Steps to develop your brand position organically:

1. Understand your customers’ current perception of your brand position
2. Determine what you want your customers’ perception of your brand to be
3. Define and execute the changes within your organization that will meet your customers’ needs and ultimately, create the desired perception of your brand among your customers

For example, if your customers perceive your brand as representing poor customer service, make the necessary internal changes to ensure your customers will get best-in-class customer service going forward, and make sure your customers hear about those changes.  In other words, make the necessary internal changes to meet your customers’ needs, which will in turn lead to the brand experience and perception you want your brand to convey.

What do you think about organic brand positioning?  What other creative ways can companies use to develop their brand position?

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POSTED IN: Brand Perception