Your brand is your story. It’s what you weave into the fabric of who your firm is. It is what your firm stands for and how you create something unique for your clients. It’s important to make sure that your brand is known beyond the walls of your firm, which is where brand positioning comes in. Defining your brand is very important, but once you do so, you must be sure of the clarity of your brand in the market.
Creating a Successful Brand
Successful branding yields many benefits. These include increased customer loyalty, an improved public image, and a relatable identity that sets you apart in the market. Inc.com shared some results from a survey held by Lucidpress, in partnership with Demand Metric. They surveyed over 200 organizations to better understand the impact and value of brand consistency. Among those findings, the most negative impact of inconsistent brand usage is the creation of confusion in the market, reported by 71% of study participants. As for the importance of brand consistency, the estimated average revenue increase attributed to firms that present their brand consistently is 23%.
Brand positioning is not just a fancy logo or a catchy tagline. Think of items that we identify not by the product but by the name of the company. It is more common for us to ask for a Kleenex rather than a facial tissue. How often do you hear people refer to Coke when they are just referring to a soft drink in general?
Brand positioning allows your firm to differentiate itself in the market. This differentiation helps your firm increase brand awareness, communicate value, and justify pricing – all of which can impact your bottom line.
Brand positioning involves the process of identifying your brand in the minds of your clients, and evoking certain thoughts. It is certainly important for your firm to continually add new ideal clients. But it is also key to build strong, long-term relationships with existing clients through your brand. That is what can ensure continued future success. So, what are some brand positioning strategies that will set your firm apart?
Client-Focused Positioning
How does your firm deliver exceptional client experiences every time clients and prospective clients interact with your brand?
Be sure everyone on your team builds client loyalty by showing you value your clients. Listen, and ensure clear communication. Keep your promises, and don’t make promises you can’t keep.
Differentiate Yourself
Identify unique features that set your firm’s services or products apart from the competition. These features or attributes might be specific products or services that are distinctive or innovative and would appeal to your ideal clients. You don’t have to be the “best” design firm around, but you should have something that helps you stand out from the crowd.
Excellence and Premium Positioning
As an interior designer, you may want to highlight your brand as a premium or luxury option. Again, this will separate you from the crowd. Your brand becomes identified as using top-quality materials, outstanding craftsmanship, and premium pricing. These qualities create an expectation of excellence and will reinforce your brand’s image. They will also help you to attract ideal clients who will put quality and service above price.
Niche Positioning
Are your ideal clients part of a specialized market? You might build your brand to target a specific segment of the market that is underrepresented. Or other firms may not be effectively meeting the unique needs of your ideal clients. Position yourself as a firm that meets those unique needs.
Niche positioning may also relate to how you market your brand and who your ideal clients are. You might specialize in specific areas of hospitality design, specific areas of medical design, or other areas.
You may protest and say that everyone is your ideal client! But in reality, a smaller and more focused audience will often serve you better than a broad one.
Connecting on a Cultural and Emotional Level
Build your brand to connect with your ideal clients on a cultural or emotional level. Do this by aligning your brand with lifestyles, values, or cultural trends that will connect with them. This may depend on your local are and what sorts of beliefs and values the people you’re marketing to possess.
Geographical Positioning
Decide how you want your brand to be positioned. Do you want to stay local or regional or do you want to expand beyond that to become national or international?
Even if you currently want to continue to build your brand locally/regionally, don’t forget to consider the future. Research the market and consumer preferences of your ideal clients. You may want to expand the positioning of your brand at a later date, so try to lay the groundwork now.
Clarity in what your brand represents is key. Use the suggestions above and develop your brand positioning strategies. A strong brand positioning strategy is key for any firm aiming for success. Each of these strategies can help your brand identify a specific place in the mind of your prospective ideal clients – differentiating it from the competition and leading to the success of your brand.