It has never been more crucial for brands to have a solid grasp of and strategy behind their brand positioning, given the intense competition across almost all industries.
Both B2C and B2B brands can benefit from this. Although there are considerable distinctions between the two in terms of how customers connect, engage, and develop relationships with businesses, they share the value of a brand’s position in the marketplace.
It means that discussing a product’s characteristics and price point is crucial, but so is being able to convey an engaging brand story.
At Pearl Lemon Experiences, one of our primary services is assisting clients with their brand positioning (along with customer engagement and lead generation).
Our planning and creative teams collaborate to create the best strategy and marketing mix to engage consumers, sway public opinion, and make your brand known.
To create a picture of your brand, we research the consumers of your goods and services and market perceptions. From there, we develop the ideal narrative, point of view, and tone to establish a foundation for subsequent campaigns.
Get in touch with us to learn more about our services.
In a broad sense, brand positioning relates to how a brand sets itself apart from its rivals and how people perceive it.
If done correctly, it can hugely influence a brand’s success. For instance, businesses can stand out from the competition by developing a unique and consistent brand story. Additionally, it can boost brand visibility, encourage consumer loyalty, and aid in creating a sympathetic identity with target groups.
77% of B2B marketing leaders think branding is essential to business growth and emphasise how effective brand positioning can convert into real business benefits. According to a survey by the consultant Spencer Brenneman, 82% of companies that increased their brand strategy spending saw a return on their efforts, with the two biggest gains being more sales and more consumers.
Due to their size and level of diversification, corporate markets are substantially more challenging to position a brand than consumer markets effectively. Business-to-business (B2B) brand positioning cannot be maintained by significant advertising investment, as is frequently the case with consumer brands, because business buyers are more task-oriented and focused on performance attributes.
In addition, any promises a brand makes will be carefully scrutinised and validated due to the complexities and hazards associated with the company acquisition process. Members of the buying committee are supposed to conduct research on the business, evaluate it against rivals, speak with former and existing clients, and even gauge opinions expressed on social media by professionals in the industry and laypeople.
B2B markets are experiencing exponential growth. They encounter thousands of messages daily in their professional and personal lives. They are bombarded with too many messages to be able to pay attention to them. They must, therefore, “thin-slice” various signals to assess and choose the most pertinent ones.
The only way to get prospects to pay attention to marketing messages is to clearly show that you understand their problems and provide a workable solution. Brand positioning acts as a quick way for business buyers to find the top providers of solutions for a specific issue when they are swamped with information and forced to make difficult high-risk decisions.
The foundation of any effective brand positioning plan is a thorough grasp of your markets and target customers. You’ll never be able to effectively engage audiences without understanding how your brand is seen in the market, what your customers are talking about, and what their main pain points are.
We always take the time to assess current awareness and emotions when working with a new client to understand where the brand is at the moment. As part of our positioning strategy and content creation, we also engage in effective social listening to keep an eye on trends, hot topics, and competitors.
Telling the right tale is essential to the content creation process. One that genuinely appeals to emotions engages present and future customers on a human level and delivers value by addressing the problems your target audience is encountering.
When content is created to engage and impact the audience you’re attempting to target, it forges deeper relationships than merely trying to sell a product.
Because B2B storytelling involves more than just telling a compelling tale, it’s important to present the story correctly and to convey ideas that touch people’s hearts. It can make people feel good about your brand (such as trust, dependability, legitimacy, etc.) and make it far more remembered.
Ineffective brand positioning will limit scale.
If you’re continually adjusting your website, messaging, and campaigns, yet nothing you do is producing more leads, it’s possible that you lack the proper placement pillars.
Pearl Lemon Experiences will work with you to lay the groundwork necessary for your foundation to take root, allowing your ideal clients to recognise the genuine value and distinction you offer over the competition.
Aligning your marketing, sales, product, and customer service teams is essential for achieving explosive scale. Starting that process off is a firm internal stance that everyone supports.
Together, our multidisciplinary team and you will develop a solid internal positioning statement that will serve as the cornerstone of your marketing and sales playbook.
Get in touch with us today to get started.
We’ll develop a cross-channel marketing strategy using your fundamental brand and positioning strategies that establishes a strong connection with your prospects and communicates with them in a way that they can easily grasp.
Our experts will create a marketing plan to achieve your goals and allow your company to highlight its strengths and competitive advantage to ensure rapid expansion and scale.
Your messaging must be relevant to your audience’s current stage of the purchasing process to engage them and move them farther down your marketing and sales funnel. as soon as possible.
Our strategists and content marketing team will develop your brand messaging platform to harmonise your key themes with the language and messaging employed by your inside sales and marketing teams.
Price is your sole differentiator in a race to the bottom of your audience cannot grasp your real point of differentiation.
Our data analysts and strategists will analyse your competitors across various domains and platforms to provide insights and recommendations to inform your strategy and roadmap.
Get in touch today, so we can discuss your needs,
your business, your hopes for the future and
just how Pearl Lemon Experiences can help you.