Ok, before I Determining brand start my story, full disclosure : I am not a brand strategist, not a branding expert, I do not make brands come to life, all that stuff. I do not write 80 pages about which shade of orange you should use in your corporate identity, or I do not work out personas, because I find them too limiting. But, I do see a lot of companies that have trouble growing, have trouble finding and retaining customers, and I believe in brand positioning and making choices. And being distinctive in that compared to your competition and market. Or at least, as much as possible.
Briefly what does brand positioning entail?
If I ask ChatGPT, and take some pieces from it, you get the following answer:
“Brand positioning, also known as brand positioning strategy, refers to the way a brand positions itself in the marketplace relative to its competitors. It is the perception that consumers have of a brand in comparison to other brands in the same industry or category.”
In short, distinctiveness. A kind of holy grail, which is often more of an illusion than reality. Because in a fast-paced world, where everything can be copied from each other in no time, it is not necessarily about distinctiveness, but about perceived distinctiveness . About a position that you claim to have, not about a position that you actually have.
I see that many companies have difficulty growing, because no choices are made, or because they do not keep a close eye on the market. They become a uniformity. They want to be there for everyone, serve all romania email list 1.8 million contact leads customers and are not stimulating. The USPs are empty, the focus is no longer there. There will come a time when you will lose deals, lose visitors, lose position. Because you are too similar to the rest.
That is why I advocate continuous market research, to gauge how the market is moving. To make sharp choices based on that and maintain your position in the market.
Ways of conducting brand positioning research
There are a number of ways of research that take little time. content syndication: what is the process and how to do it? discover its importance in digital marketing With these, you can keep an eye on all competitors and the market in the following ways:
Also read: Brand positioning? These steps are (almost) always ao lists forgotten
1. Determine who to monitor
Of course, we want to focus our attention first on the companies that are actively doing something about marketing. You can do that by using the following tools:
Ghostery: via the Chrome extension Ghostery you can find out which trackers are on the website. Often it means that if a customer has multiple trackers, that they are also doing something about (online) marketing. Fewer trackers often means less priority.
A/B Testing: If you found out in the previous step that your competitor has an A/B testing tool on their site, such as Optimizely, you can use Conversion.com’s Optimizely Chrome Extension to track those experiments.
Tagbird: via the Chrome extension Tagbird you can find out if interactions are measured on the website. Turn on the tool, and try clicking on a phone number. If that is measured, you know that they have set up custom metrics and that means that they are at least doing something about marketing. Again, if less is measured, it is probably a less interesting competitor to follow.