Over time, consumers become desensitised to the same message. Your current branding strategy may be working, but you can’t assume this strategy will continue to work indefinitely. You should be considering what your brand is saying about you today, while evaluating your strategy for tomorrow. You should always be in the process of re-evaluating your brand positioning.
Your position remains in a state of flux because your message and image depend on several variables. Here are a few things that can affect your positioning:
- Time
- New Competitors
- The Economy
- Priority Shifts
- Changing Preferences
- Innovation
This isn’t an exhaustive list. There are numerous factors that can affect how your brand is perceived by consumers. To successfully evaluate your positioning, you’ll have to stay on top of things, and ensure that you update your brand whenever outside factors demand you do so.
Of course, none of these external variables are in your control. This can cause the branding process to seem daunting. However, if you break the process down by asking yourself a few questions, the process will be more manageable:
- Where does your brand stand in the minds of consumers?
- How does your brand compare to competitors?
- How can you differentiate your brand in today’s marketplace?
To effectively re-evaluate your brand positioning strategy, you’ll need to realise what you’re working toward. Your brand positioning strategy should:
- Shape Consumer Perception
- Build Demand
- Capture Market Share
- Build Name Recognition
If you’re relying on the same strategy to perpetually meet these goals, you may be in for a shock. Brand positioning strategy is a perpetual process, not an end-point. Consumers will eventually become desensitised to the same tactics. Your brand should always be in a state of flux, and to be successful, you should always be in the process of evaluating your positioning strategy against your intended goals.
Find out how we can help you with your businesses brand and a future strategy, call us on 0800 612 6614, or message us via our contact page.
