Positioning your brand is crucial for any company. No news there.
But how important? Very – here’s why.
First, three factors to consider.
No 1: Information Overload
Let’s look at it this way. If you are reading this blog, chances are very high that you are already suffering from information overload.
The amount of information made available because of the PC, internet, websites, blogs, social media is enough to overwhelm anyone. We need to unplug sometimes.
What happens then. Well, we get bombarded through radio, direct mail, adverts in magazines and TV. More information.
It isn’t called the information age for nothing.
Factor No 2: Performance demands
With increasing globalisation, we need to perform at a higher productivity rate.
The illusion is therefore that multi-tasking is the most efficient way of doing things. It’s not, but that’s what the consumers are doing. It’s a lifestyle.
The consequence is that we are training our brains to have shorter attentions spans. Or to put it in another way, we as marketers have less of an attention window to communicate to our prospects.
Factor No 3: Limited mindspace
That’s right. Most of our heads are already filled with stuff. And even though we have a lot of problems, our lives generally work just fine.
Just like a fully packed fridge, we have to pick and choose what we let occupy our limited mindspace. We have to filter information.
Here’s the reason brand positioning is important:
If you don’t position your brand in a way that instantly communicates what your company and products are about – then you lose the opportunity.
Branding happens in the customers mind. Nowhere else. And if you can’t get your point across, immediately, you are going to get filtered.
Brand positioning is about presenting your product as the better option for the consumer.
You have to convince the customer to store your information in the ‘fridge’, instead of something else.
And brand positioning is more that just a fancy headline. It’s the whole enchilada. Instant commucation once you own the mindspace. But until that happens, you’re just another information provider. A damn marketer that wants the customers attention.
