What do you do if your brand positioning lacks assertiveness and differentiation?

When faced with the issue mentioned, it's pivotal to start a journey of introspection and goal reassessment. Dive deep into the core of your brand, analyzing its strengths, weaknesses, and unique selling points. Explore avenues for innovation, daringly challenge the status quo, and redefine your aspirations with clarity. Embrace authenticity, infuse your narrative with purpose, and align every action with your brand's distinctive identity. Remember, in realm of brand development, assertiveness springs from unwavering conviction, while differentiation blossoms from daring innovation. So, dare to dream boldly, recalibrate your compass, and navigate the path to unparalleled success with unwavering determination.

An example of how I differentiate Cocoa Brown, my self-tan brand in a crowded segment of the beauty industry: Cocoa Brown is feminine, fun and friendly, natural and confident. Why does this stand out? The self-tan industry typical marketing activations is very often strikingly intimidating - unattainable perfection and sexiness coupled with high maintenance levels of glamour. Knowing what your brand is NOT is just as important as knowing what your values are.

In this market, blending in is a recipe for being forgotten. If our brand positioning is shy and doesn't stand out. Here's what we should do: Revisit our core values: What makes us tick? What problems do we solve uniquely? Sharpen our brand voice: Are we confident, playful, or something else entirely? Consistency is key. Identify our ideal customer: Who are we trying to reach, and what resonates with them? Benchmark the competition: Learn from the best (and worst) in our space. Craft a clear, concise message: What's the one thing we want people to remember about our brand? With a more assertive and differentiated positioning, we'll cut through the noise and attract the right customers.

Before making any changes, take a step back and reassess your brand's core values and mission. You need to have a clear understanding of what your brand stands for and where you want it to go. This clarity will be the guiding light for all subsequent steps in repositioning your brand. Consider what makes your brand unique and how it can fulfill the needs and desires of your target audience in a way that no one else can. This foundational knowledge is crucial for crafting a more assertive and differentiated brand position.

A company brand should ultimately be a strategic decision-making tool, but it isn't always used to drive strategic planning. Gaining the ideal market position is a combination of business objectives, corporate strategy and brand management. So, to address a lack of assertiveness and differentiation start by asking four questions: 1. Have our business objectives or corporate strategy changed significantly? 2. Has our brand evolved with those changes? 3. Where are our purpose and values most/least aligned with current objectives + strategy? 4. What should be updated to bring business objectives, strategy and brand into alignment? These questions can clarify whether it's business positioning or brand positioning that needs attention.

To make your brand truly shine, you can start by getting to know the competition inside out. Dive deep into the market to see what your rivals are excelling at and where they may be missing the mark. Seek out opportunities where your brand can bring something special to the table. By grasping the strengths and weaknesses of others in your field, you can carve a unique space that directly addresses what customers are missing or craving, helping your brand assert itself more confidently in the market.

It is very important to stay closely connected with your market and your competitors. Our landscape is constantly shifting as new technologies evolve and new entrants change the dynamic. Analysis of who, what and why this is happening will inevitably strengthen your brand performance and help you stand out.

Frequently, when companies aren't seeing the brand traction they want in the market, the instinct is to make significant changes to messaging and visual identity. That approach is like treating the symptom, not the problem. Before scrapping anything, conduct a thorough review of the messaging for the business across all internal teams, external stakeholders, and channel partners. You'll often find a lack of continuity, which can result in a lack of assertiveness and differentiation. Armed with this information, you can take a three-prong approach: 1. Institute iron-clad messaging consistency. 2. Examine rogue messaging for topics that aren't expressed in existing messaging. 3. Refine and/or expand messaging to capture those topics.

I think that after pinpointing your unique angle, refine your brand messaging to convey it powerfully. Craft bold and clear messaging that leaves no room for ambiguity about your brand identity. Use language that connects with your target audience and mirrors the assertive stance you aim to embody. Consistent messaging across all platforms is vital to solidify your brand's image and cultivate trust with your customers.

Your brand's visual identity is crucial for leaving a lasting impression. If your current design lacks an impact, consider a revamp that aligns with your brand's confidence. Look back on successful projects where bold choices revitalized the brand. Experiment with logo updates, colors, fonts, and visuals. A unique visual style can draw attention, making your brand memorable. Ensure continuous communication with your client to create a visual identity that truly reflects your brand's essence and resonates with your audience effectively.

By actively engaging your audience, you may reinforce the newly assertiveness of your brand. Create content that sparks discussions and encourages participation. Use social media, email campaigns, and other marketing channels to demonstrate your brand's personality and ideals. You may create stronger ties and make your company unique by interacting with clients and responding to their input.