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Building a Strong Strategic Foundation — Positioning Your Brand Before Creation

“Your brand is the single most important investment you can make in your business.” — Steve Forbes

Brand positioning isn’t just a catchy phrase or a logo; it is a unique space for your business in the consumer’s mind, even before the brand makes its first appearance. 

Strategic positioning is about pre-emptively understanding and tailoring the brand’s forthcoming narrative, resonating with the target audience and stands apart from competitors.

  • Unforgettable Branding An ace brand recall (aka having a stand-out Unique Selling Proposition) means your brand isn’t just lost in a sea of competitors. So, customers are more likely to pick you.
  • Emotional Connection A strategic, well-thought-out brand positioning helps you connect with customers on an emotional level. It’s like finding “your people” who get your brand because they’ve always used your products or simply dig your brand values. 
  • More Revenue – Getting your brand positioning spot might also translate to higher margins! How? Customers who feel connected and trust your brand are likelier to shop from you instead of bouncing over to competitor. Consistent branding across channels has been demonstrated to boost revenue by 10% to 20% (Marq, 2019).
  • Customer Loyalty Level Up Great brand positioning also boosts customer loyalty! When customers trust you and feel all the good vibes towards your brand, they stick around – bringing you repeat business and maybe even sending some referrals your way. 

Understand the Power of Visual Signature

Picking a signature visual identity should not be just fun but also strategic! Your chosen hue can increase brand recognition by up to 80% (Reboot, 2023). 

Visual branding, which encompasses colour, logo style, and design aspects, is crucial in carving out your brand’s identity. These choices are not only aesthetic – they are a silent, yet powerful, ambassador of your brand’s vibe and values. 

Here are the most important elements to consider:

  • Logo: Attractive and memorable, your logo should reflect your brand’s personality and ideals. Choose a logo that consumers would easily remember, at the same time resonating with your mission.
  • Colour Palette: Your colours should tell your brand’s narrative, not simply your favourites. Consider colour psychology and use colours that enhance and clarify your brand’s message, becoming associated with it (think about  Spotify green or Netflix red).
  • Typography: Your brand’s typography reflects its personality. Modern, traditional, fun, or serious? Choose a font that matches your brand’s personality and is legible across marketing mediums.
  • Other Imagery: Brainstorm how different graphics will weave your brand’s visual tapestry. Every shape, symbol, and picture should match your new brand identity to provide a consistent story across platforms.

To Prepare You Marketing Efforts

Building on your strategic positioning, your marketing efforts debut with awareness and exposure. The sooner these aspects are locked down and packaged, the easier your brand’s market debut. 

Instead of merely a product or service, you’re introducing a character—your brand. It should symbolically enter the room with a clear identity, a consistent message, and a familiar atmosphere that connects with the audience.