In 2023, there are plenty of brands and companies that are in the same markets. Some markets are very specific, but are still saturated with companies offering the same product or service. Distinguishing yourself is the way to ensure that potential customers choose you instead of the competition. But how do you do that? In this blog, you'll read about brand positioning and the benefits of PR.
It positioning You do your brand so that the brand takes a place in the brain of a (potential) customer. People with positive feelings about a brand are more likely to buy here and come back here. One emotional connection with a brand makes the brand memorable.
For example, consider Tesla, Coca-Cola and McDonalds. All successful companies that most consumers have a certain feeling about. But these companies also have major competitors, such as Polestar, Pepsi, and Burger King. Competitors who offer comparable products that are usually not inferior to the leaders in quality. However, someone who always drinks Coca-Cola will be less happy when they are served a bottle of Pepsi on the terrace. And of course, there are slight differences in taste/user experience between these brands, but for the most part, the love for brands has been defined by their brand positioning.
To position your brand properly, you can look at various elements within the organization.
1. Determining brand identity
2. Target group segmentation
3. Competitive analysis through positioning matrix
Pr ensures building a strong and memorable image. The more positive the feelings towards a brand, the greater the chance that people will one day become customers. PR is about communicating content. This is a perfect way to show a brand's personality, because a charismatic brand personality creates fans and supporters.
But it's also worth focusing on your company's expertise through: thought leadership. After all, expertise is a very strong way to stand out from the competition. In addition, it is always a good idea to Unique Selling Proposition (USP) bringing your company to the attention of your company. This way, you can immediately make it clear why someone should not go for the competition, but for you.
There are a number of concrete actions you can take to ensure that your brand gets more fans.
1. Build media relations on with journalists: The world of PR is about deploying and expanding your network. Journalists can ensure that your message reaches more people and they can highlight your organization's USP.
2. Build a strong online presence and focus on reputation management: As a brand, it's important that you deal with both positive and negative feedback so that potential customers see that you're trustworthy. Are you making stitches here? Then there is a chance that those customers are more likely to work with one of your competitors.
3. Organize events or make sure you attend an event: For example, hold an event to launch a new service or product, or an intruder event on a special day of the year. If this is outside your company's budget, you can also look into (co) sponsoring an event.
4. Build relationships with influencers in your industry: These can be influencers with a lot of followers, or influencers who have a lot of influence on specific platforms. Don't underestimate the value of popular social media such as Instagram, but also consider LinkedIn, for example. Choose an influencer on a platform that suits your organization and remember: the medium is the message.
By using these PR activities, you can position your brand as unique and distinctive. When you have a strong brand identity, brand awareness and customer loyalty will increase. This gives you an advantage over the competition.
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