Brand Positioning: How to Position Your Brand to Generate Sales
by Chico Orange
Digital marketing in the Philippines relies heavily on how you position your brand in the marketplace. From understanding your market and crafting your message to delivering your value proposition to your customers, we provide you with a proven framework to position your brand to generate sales.
Marketing your brand can come with many complexities. There’s managing your social media, building your website’s SEO, forming connections with your market, streamlining your sales funnel, and so much more. Digital marketing in the Philippines and beyond encompasses a broad range of different principles and strategies that all need to come together to help your brand succeed.
All this can be overwhelming for a new business. But if you think about it, the crux of brand marketing lies in a concept called brand positioning. Simply put, it’s asking yourself where you play in the market, how you beat your competitors and win, and how you want to be known in the industry. After all, marketing is all about strategies — strategies that help you win and stay ahead.
So how do you position your brand to succeed in the marketplace? Simple: develop and maximize your three M’s.
The Three M’s to Brand Positioning
The three M’s is a brand positioning model that helps you achieve the ultimate goal of marketing your brand. It’s comprised of three key elements that should make up your brand strategy: market, message, and method.
Having a business is all about solving pain points through your own unique solutions. And the only way to do that is to really know and understand your market and what their needs are. When you have identified specific needs, you can better tailor your message and strategies to engage your customers and motivate them to support your brand.
This step in the three M’s model also requires you to look ahead and predict where the market is heading and how it is changing. This is a key indicator of how your brand should evolve and position itself in the future.
After you have curated your customer persona from insights you uncovered about your target market, you are in a much better place to create a brand message that will appeal to them. In this step of the framework, you need to channel your brand’s value propositions and demonstrate them in a clear way that introduces your brand voice and appeals to your market.
In essence, your brand positioning statement and visual identity should reflect:
- What your brand does
- Who you serve
- Your differentiating values
- Outcomes of your values
When you have crafted your brand message, the question now is how you will deliver them to your customer. This step is all about figuring out how you deliver the right message to the right customer at the right time. Necessarily, your sales funnel will come into play.
There are four phases of a customer’s journey from interested to sold:
- Epiphany phase – when your prospects find your website or product and start learning about you. At this point, you need to establish that you are a valuable resource and guide your prospects to their next move.
- Awareness phase – when your prospect begins connecting their pain points to your offerings and educating themselves about your brand. To foster the buying mindset, provide value to your prospects, reframe their problems, and reveal your solutions.
- Consideration phase – when your prospects start considering what you have to offer but are also scouring other alternative methods and solutions. This is your opportunity to show them why they need your help and how you are in the best position to solve their pain points.
- Decision phase – when your prospects have decided that they need a product or service like yours. While they are nearing the end of the sales funnel, this is the point when you need to make an impact and establish yourself as the go-to solution.
Being aware of these four phases and identifying where your prospects are in the sales funnel can help you create targeted strategies for each phase of the customer journey — following your customers and providing what they are looking for in the right way and at the right time.
Position Your Brand for Success With the Three M’s
The Three M’s framework to brand positioning allows your brand to create a strategic model that activates sales right now and in the long run. It’s a sustainable approach that helps focus your efforts on the three key things that really matter — your market, your message, and your method.
Use this brand positioning strategy to focus and activate sales for your business right now and create a steady, sustainable guide to brand success.
December 13, 2021
December 13, 2021
December 13, 2021