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You may be a one woman or one man business. Or you may have staff, multiple offices and operate in one country or all of them. Regardless of the size of your organisation and whether it is B2C to B2B, every enterprise has a brand as well as brand positioning.

A key element of your marketing strategy is brand positioning. How do your customers perceive your brand? What do they think you do? What do they think of your enterprise? How do they feel about your brand? If I rang some of your customers and asked them these questions, what would they say to me?

By the way, ‘positioning’ refers to the way that your brand is positioned in the marketplace in relation to your competitors. If you do not have direct competitors, there will be generic competition.

How should you position your brand?

For example, should you go upmarket or go downmarket? Should you be seen as reasurringly expensive or as cheap as chips?

Are you focused on customer service, product excellence, price or something else?

These are strategic business and marketing decisions. 

Every decision that you make affects your brand positioning.

Your actions speak louder than words. Every time that your customers engage with your brand, their perception of your market positioning is either affirmed or challenged.

Besides products and services, a key issue is human interaction.

You can buy a great product and feel let down by the way that you have been treated.

It is of no use to simply do what your competition does, positioning wise.

The majority of businesses in any given sector appear to be clones of each other.

“We cannot solve our problems with the same thinking we used when we created them.” ~ Albert Einstein

It order to decide on your positioning, you need to think deeply about your business and what it stands for.

You need to consider the space in the market that your brand operates within.

Your brand positioning strategy affects the way that you write, the look and feel of your website and the way in which you communicate with customers.

It is a worthwhile exercise to produce a strategic plan and I offer a marketing plan in a day service.

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Nigel Temple

Author Nigel Temple

Nigel Temple is a marketing consultant, speaker, trainer and writer. Topics include: AI / ChatGPT, Marketing strategy, Digital marketing, SEO, Copywriting, Mailchimp. Nigel is available to hire for a consultancy meeting, training workshop, speaking event or marketing project. Email: Or call Nigel on: 01628 773128

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