Sodablog has been discussing the 6 key steps to consider before you go to a creative designer to refresh your brand. In this blog we are going to look specifically at Step 3. Know your brands difference and position in the market.
As one of the keys to a good brand strategy is knowing your 'point of difference' so you can be set apart.
What is a brands point of difference?
The solution you provide to your customers problem, that is different or unique to direct or indirect competitors solutions or approach in the marketplace.
It is a unique experience that helps the target audience tell apart but ultimately select your brand over another.
How to define your difference?
Firstly, it is important to identify 3 competitors in your market or category. Analyse their strengths and weaknesses that they provide the market and your target audience.
Then there needs to be an articulation of the benefits your brand provides in the category or market. This can be looked at in three ways;
1/ What are your brands two key benefits that are delivered in the marketplace?
2/ How does your brand deliver these benefits?
3/ Why does your brand deliver this?
Write this into a statement that those working with your brand can use to set you apart from your competition.
Want to know more?
At Sodablue, we specialise in building strong brand strategies to bring sales growth from existing customers, new customer acquisition, and increase margins and long-term brand equity. We offer consultations or workshops to help businesses build strategies in a meaningful way.
If you are wanting your brand to be 'set apart' and or you are getting a bit stuck, feel free to contact us and let’s talk.
Otherwise for your ease and reference below are the 6 key steps mentioned in previous blog articles.
The 6 Critical steps to know before you brief a creative.
Step 1. Acknowledge the signs that a refresh maybe in order and start planning resources
Step 2. Start mapping out the brand strategy
Step 3. Know your brands difference and position in the market
Step 4. Make a promise you can deliver
Step 5. Create customer profiles for your target audience
Step 6. Write a brief for the creative agency
Blog written by | Karin Forster, Freelance Brand and Marketing Consultant