Picture this… You’re starting a new restaurant
business – Cool Dude Food.
You release a series of advertisements, showing insistent children tugging at their parents’ shirts, begging them to take them to Cool Dude Food.
You develop a logo consisting of a friendly cartoon tiger with a big grin.
Opening day arrives, and you eagerly watch as your first customers begin to walk through the door. Parents look around, confused at the luxurious interior. Glass tables are littered artistically throughout the restaurant, and the menu consists of unpronounceable delicacies from France and Italy.
A week down the line, you have virtually no customers.
Okay, this might be a silly example. Anybody with common sense can see that the branding efforts didn’t align with the restaurant. But while this situation is extreme, it still teaches us a valuable lesson.
Your brand positioning strategy needs to articulate what you’re offering and who you’re offering it to.
A brand that is positioned efficiently will build consistency across its efforts. You will be able to align your various social media presences, your website, your offerings, your advertisements, and your brand assets. This is important because it makes your brand memorable and easily identifiable by those who have encountered it before. Familiarity will, in turn, increase the trust that prospective customers have in your brand.