Many businesses know their company’s brand positioning, although they don’t always communicate it internally or leverage it externally.   Brand positioning compares one company to a competitive set within a defined sector.  To conduct the analysis, each organization is placed along the dimensions of a continuum representing some measure.  The purpose is to see where your company fits in the market landscape, and how it measures against others in your sector.  When looking simultaneously at multiple interrelated factors, new insights are revealed and epiphanies surface from this novel perspective of your world.  You see things you never considered before.  Results from this exercise are applied toward formulating strategies and other foundational imperatives.

Companies that don’t advertise dismiss the need for branding because they see one being dependant on the other.  If you advertise you need branding, if you don’t advertise you don’t need branding.  These are often the same groups that can only describe what their company does, how they’re unique, or why clients should work with them in an exhaustive discourse.

A brand’s positioning is based on a buyer’s perception of it relative to its categorical competitors. Once the brand positioning is established and the brand is fully developed, these findings are often shelved at the corporate level until the next planning session.  Because of its historic role, brand positioning is overlooked for its tactical application.  Here are three situations when an underutilized brand positioning statement could be valuable in the field.   

Notice anything different about Twitter the last time you logged in? As part of Twitter’s new plan to enhance profiles they’ve added new features to help improve your brand development. Just like Facebook, Twitter has added a new image feature to their layout. The new addition is called the Header photo, viewable not only on a PC but through Twitter’s iPhone and Android app.  As of December 12^th the Header photo became a staple to all users’ accounts.

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In the highly competitive world of web marketing, one of the key goals of any company’s successful online marketing campaign is the ability to build brand awareness. However, building the inherent “front of mind” reaction in any target market with thoughts of one particular brand takes a well-thought-out strategy comprised of content and graphics that give off a specific message. This strategy takes time and constant management to build momentum.

In the fast-paced world of web marketing, there is one fact that has been a constant fact. Informative, timely and engaging content, is the heart of any effective web marketing plan.

What is a web marketing plan? Simply put, it is a detailed list of all the media and information you intend to communicate to your target market. At the heart of your web marketing plan is your business website, the landing point for all your marketing communications. Oftentimes, business owners become so focused on managing their web marketing plan that the website becomes an almost secondary thought, but the truth is that the condition and design of your website is a vital crux to the success of your web marketing plan. 

Although the fundamentals of branding are straight forward, logical, and critical to a company’s ability to connect with its visitors, many companies overlook branding when designing, populating, or developing their Website.  However, those who do enjoy the benefits of a leadership position and competitive differentiation.