Latest / Marketing For Tradies / What is Brand Positioning?

Transcript

What is Brand Positioning? · Marketing For Tradies

• 0:00
  SPEAKER_00: Today, we are talking about branding, specifically brand positioning.
• 0:04
  SPEAKER_00: Now, a lot of people think of branding as the aesthetics and visual aspects of a business, and that is just a small element of an overall brand strategy.
• 0:14
  SPEAKER_00: And actually, in my opinion, while aesthetics and the visual aspects are important, don't get me wrong, what is actually more important and is off too often overlooked is actually the more intangible aspects like your brand positioning, your messaging, and the way that your business is actually being perceived in the market.
• 0:34
  SPEAKER_00: We have to remember that our brand actually lives in the mind of our audience.
• 0:39
  SPEAKER_00: And so what that means is while we can do things to influence the way that our audience sees our business or sees our brand, it's actually a game of influencing perception.
• 0:50
  SPEAKER_00: That is really what brand positioning comes down to.
• 0:53
  SPEAKER_00: And the point of it is actually to bring our business and our brand closer together with our audience in a way that makes sense.
• 1:01
  SPEAKER_00: So in this lesson, we're going to go over what branding is as a whole.
• 1:05
  SPEAKER_00: I'm going to explain a little bit more about the difference between the tangible and intangible aspects of a brand.
• 1:10
  SPEAKER_00: And we're also going to develop your own help statement, which will really help you gain more clarity in terms of exactly how you want to be positioned in the marketplace.
• 1:20
  SPEAKER_00: So when we talk about your brand actually living in the mind of your audience, being a game of actually influencing perceptions, what I mean is that your brand isn't what you say it is, your brand is what they say it is, and that being your audience.
• 1:34
  SPEAKER_00: So I've created this diagram here.
• 1:36
  SPEAKER_00: I'm a very, very bad illustrator, but what we have here, if you can see that, I might just bring it forward a little bit.
• 1:44
  SPEAKER_00: This is an iceberg, and this iceberg represents your business.
• 1:50
  SPEAKER_00: So when we are creating a brand, we need to look at the tangible and intangible aspects of your business.
• 1:56
  SPEAKER_00: So at the top here, this is your tangible.
• 2:00
  SPEAKER_00: So these are the things that they can see.
• 2:03
  SPEAKER_00: So examples of tangible aspects of your brand are your logo, your colors, fonts, and things like your name or slogan.
• 2:18
  SPEAKER_00: Things like that that people can specifically see, hear, or touch.
• 2:23
  SPEAKER_00: Now, if we look down here, this is obviously a bigger factor in this overall business structure, and what this is is the intangible aspects of your brand.
• 2:35
  SPEAKER_00: So this is things they can't see.
• 2:38
  SPEAKER_00: So examples of intangible aspects of a brand strategy are your vision, your mission, your values, your positioning, your personality, and your promises.
• 2:57
  SPEAKER_00: So these are the things that are going to influence the perception of your business on a deeper level when compared to the more aesthetic aspects or tangible aspects.
• 3:08
  SPEAKER_00: So in today's lesson, we are really going to dive into positioning, personality, and promises.
• 3:13
  SPEAKER_00: We're going to be developing your own brand positioning statement, which is going to help with overall clarity within your business, both internally and externally.
• 3:22
  SPEAKER_00: It's going to help position your business in the minds of your audience in a way that you have more control over rather than leaving it all up to them and maybe not having much direction with it.
• 3:34
  SPEAKER_00: Now you won't find in this course that we're going through any visual aspects of branding.
• 3:40
  SPEAKER_00: That is a whole other ball game.
• 3:41
  SPEAKER_00: But the thing is that you really need these things down.
• 3:45
  SPEAKER_00: You really need to be clear in terms of the intangible aspects before you can go and create a tangible brand strategy because these things will be a guiding light for everything that you do in your business.
• 3:58
  SPEAKER_00: And when you know these things, you can then match your logo, colors, and fonts based on the way that you want to position your brand, the type of personality it has, the promises that you're making, and the type of person you actually want to connect with.
• 4:11
  SPEAKER_00: So I'm going to put a diagram in the materials section of your lesson here.
• 4:16
  SPEAKER_00: So you can actually access this and see it closer up.
• 4:20
  SPEAKER_00: But now let's move more into actual brand positioning.
• 4:23
  SPEAKER_00: So we can start to develop your own brand positioning statement and really get clear on these aspects of your business.
• 4:29
  SPEAKER_00: So brand positioning really is everything when it comes to creating a perception of your business in the market to your audience.
• 4:37
  SPEAKER_00: And the reason that that is is because this is when we get really clear on exactly what solutions and value we are providing based on the pain points, problems, goals, and desires of our ideal client and our target market.
• 4:51
  SPEAKER_00: Once we are clear on that, which we're going to use the data that we went through in our previous lesson when we were creating our ideal customer avatar, we're then going to develop our own statement which will tell our audience and tell ourselves exactly what value we are putting out there.
• 5:08
  SPEAKER_00: And so by now we know that branding and brand positioning comes down to so much more than just your logo, name, colours, and fonts.
• 5:18
  SPEAKER_00: And we also know that ultimately we don't have a hundred percent control over how our brand and our business will be perceived by our market.
• 5:27
  SPEAKER_00: But there are so many things that we can do to actually influence the way that we are showing up, the way that we are delivering our marketing, our messaging, and the delivery of our services in a way that aligns to the way that we want our brand to be positioned.
• 5:42
  SPEAKER_00: So one thing I did want to note is that we need to make sure that we are consistent with our branding across our entire customer journey.
• 5:51
  SPEAKER_00: So if you want to create a business and a brand that positions you in as an authority in the market that is a very professional type personality, then you have to make sure that just because you are marketing yourself that way to attract those people, how are you actually delivering on that promise after they kind of go through that whole marketing journey with you to become a paying client as well?
• 6:16
  SPEAKER_00: Because it will not be sustainable if you create a brand message or position your brand to a market that you want to be perceived as a professional in, but then not deliver on that promise after they become a client, it will not work.
• 6:33
  SPEAKER_00: So this brand positioning statement that we're creating after I go through the basics of brand positioning needs to be streamlined across your entire customer journey.
• 6:43
  SPEAKER_00: It's not just about the perception before they become a client.
• 6:47
  SPEAKER_00: So brand positioning is really about connecting your business with your audience.
• 6:53
  SPEAKER_00: And so if we look at your brand in another one of my amazing diagrams, on the right here we have your audience, and on the left we have your business, and so in the middle is your brand.
• 7:14
  SPEAKER_00: Okay, so the goal of our branding and our brand positioning is to connect your business with your audience, and so within your audience, these people, which they are real people, we need to remember that they aren't just numbers, they're not just clients, they have pains, challenges, goals, and desires.
• 7:36
  SPEAKER_00: And then our business needs to be set up in a way that we are providing a solution and we are providing value.
• 7:47
  SPEAKER_00: And so our brand positioning makes sure that everything that we do within our branding and our messaging and our marketing strategy actually connects these two together because we cannot create a brand positioning statement without knowing what our audience's needs are, like that is so so important.
• 8:05
  SPEAKER_00: And what I said in the previous lesson was that the point of our business is to solve problems, it's to give value, it is to serve, to help people.
• 8:14
  SPEAKER_00: So this part here is really, really important, and that's why we went through that in the first lesson.
• 8:21
  SPEAKER_00: The goal of brand positioning is to connect our business with our audience.
• 8:29
  SPEAKER_00: So there's a couple of things that we need to revisit and get clear on in order to create that brand positioning statement.
• 8:36
  SPEAKER_00: Number one is who?
• 8:37
  SPEAKER_00: Who is our target market?
• 8:39
  SPEAKER_00: Number two is what is their pain points.
• 8:42
  SPEAKER_00: Number three is what are their goals?
• 8:46
  SPEAKER_00: Number four is what is holding them back.
• 8:50
  SPEAKER_00: So who are they?
• 8:51
  SPEAKER_00: Who what is our target market?
• 8:54
  SPEAKER_00: What are their pain points?
• 8:55
  SPEAKER_00: So, what are they struggling with?
• 8:57
  SPEAKER_00: What are their goals and what is holding them back?
• 9:00
  SPEAKER_00: We need to know that to create our brand positioning statement.
• 9:03
  SPEAKER_00: So we can actually go through this together now, and you can either list out at the same time or use the um brand positioning statement worksheet that you can find in your materials section, and we can say target market, so who are they?
• 9:17
  SPEAKER_00: What are their pain points?
• 9:19
  SPEAKER_00: What are their goals, and what's holding them back?
• 9:22
  SPEAKER_00: So, what's their roadblocks?
• 9:24
  SPEAKER_00: So, if we use an example and say that target market is health coaches, and their pain points are that they're stuck in one-to-one services.
• 9:36
  SPEAKER_00: Stuck in one-to-one services.
• 9:42
  SPEAKER_00: Their goals are to make more money, but their roadblock is that they don't have enough time.
• 9:49
  SPEAKER_00: So, our statement actually puts all of these things together, and this is going to be consistent across your entire marketing strategy, all the way up to the way you're creating awareness, attracting clients, converting clients with the value that you're providing, and actually the delivery of your service as well, like I just mentioned.
• 10:09
  SPEAKER_00: And this statement is I help market who pain point achieve goal without roadblock.
• 10:25
  SPEAKER_00: So I help market, which is health coaches, who pain point.
• 10:32
  SPEAKER_00: So really getting into the problems that they're facing, so we're connecting with the right people, achieve a goal without roadblock.
• 10:41
  SPEAKER_00: So this would be I help health coaches who are stuck in one-to-one services achieve or make more money without spending more time.
• 10:52
  SPEAKER_00: That is our brand positioning statement.
• 10:54
  SPEAKER_00: So, like I said, that is going to be consistent across all of your marketing, all of your messaging.
• 10:59
  SPEAKER_00: So I want you to go away now and create your own brand positioning statement.
• 11:03
  SPEAKER_00: I want you to have it on your desktop of your computer, near your desk.
• 11:06
  SPEAKER_00: I want I want to see it on your Instagrams, I want to see it across your website.
• 11:10
  SPEAKER_00: Everything.
• 11:11
  SPEAKER_00: This is everything when it comes to positioning your brand and attracting the right people into your business because this is what business is all about.
• 11:19
  SPEAKER_00: It's about knowing who you're serving, finding a solution to problems, helping people achieve their goals, and actually removing those roadblocks that they're experiencing within their business or within their life.
• 11:31
  SPEAKER_00: So go ahead and make your brand positioning statement here.
• 11:34
  SPEAKER_00: Let me know what it is as well.
• 11:36
  SPEAKER_00: I would love to hear from you and actually see and hear what your brand positioning statement has been developed into.
• 11:42
  SPEAKER_00: You can find in the materials section your own brand positioning statement worksheet, which will help you along with this activity.
• 11:48
  SPEAKER_00: Also, I hope you got a lot out of this lesson in terms of understanding what branding is, brand positioning, and creating your own brand positioning statement.
• 11:57
  SPEAKER_00: So in the next lesson, we are going through how to stand out online.
• 12:01
  SPEAKER_00: And so, again, what the work that we're doing leading up to this next lesson and every part of this course is progressive in the way that we are really laying the foundations of things that you need to understand within your business and within your marketing to actually create a strategy that is effective.