Brand positioning is one of the key factors that determine the success of a business and its operations. In a world where competition for customer attention is very high and the battle for the fittest dictates extra effort to win acquisition, it is very essential to know what your brand stands for.
To decide upon your brand’s strategic position, you have to employ a strategy guided by insights to bridge the gap between your brand’s value proposition and what motivates your audiences.
The practical way to achieve this is by combining your company’s mission statement with the generated data-driven strategic insights.
So, how do you use digital insights to boost your strategic positioning?
As long as your business is online, you can easily gain access to a lot of useful data that can reveal insights into your brand, how active it is online activity and the details of your audience.
For instance, you can view statistics on engagement with your social media profiles, in many cases using analytics interfaces built into the account itself. You can also use Google Analytics to learn all about the people who are visiting your website, and how each page of your site performs in terms of metrics.
One thing to be sure about is that as long as there is data that could be of use to you, there will be a way for you to find it. It is recommended that you regularly review and add to the insights you use. This will help you to keep your strategic position aligned to your environment.
It’s also advisable to carry out random brand audits to check whether or not the digital marketing efforts live up to your strategic position.
Some of the questions to answer include what your organization stands for; what the core purpose of your organization is; and how everything your organization does provides value.
Once you have the answers to these questions, along with the key objective you are to use to define your strategy, then this will guide the brand positioning.