When’s the Best Time to Do Brand Positioning?

When is the best time to do brand positioning? This question often pops up when we talk to folks about our Actionable Messaging Playbook™ process. Knowing when to position your brand can make or break your success.

Let me take you back a few years. I was working with a tech company that had a groundbreaking product. They had spent months perfecting their technology, but when it came to market, they struggled to gain traction. Their product was incredible, but their message wasn’t resonating. They didn’t know how to position their solution in a commoditized category. When I asked them, "What's unique about how you do it? What can't anyone else say?," they sheepishly responded, "At the end of the day, we're really all the same."

But it wasn't true! They just hadn't done their positioning work.

This experience reinforced a critical lesson for me: the timing of your positioning efforts can significantly impact your brand’s success.

Positioning as the Foundation of Your Brand Story

Positioning isn't just a strategic exercise; it's foundational. I always tell folks positioning the first domino in your go-to-market strategy that knocks over all the other dominoes. It's the bedrock upon which your brand story is built. Before you can craft compelling messages that resonate with your audience, you need a clear, distinct position in the market. This position informs every aspect of your storytelling, ensuring that your brand narrative is cohesive, compelling, and aligned with your audience's needs.

Understanding Brand Positioning

First, let’s recap what brand positioning is and why it’s essential. Positioning is the process of establishing a unique and differentiated spot in the minds of your potential customers and clients. It’s about understanding what position your brand holds relative to competitors and alternatives. Think of it as a mental map where your brand occupies a specific space based on perceptions, associations, and value propositions.

When Should You Focus on Positioning?

Now, let's talk about when you should focus on positioning. Here are the top five times when you should prioritize this strategic exercise:

1. Market Entry or Launch

When you’re entering a new market or launching a new product, positioning is crucial. You’re trying to validate your hypothesis about the market gap you’re filling. For instance, Uber positioned itself against the traditional taxi industry by offering a convenient, on-demand car service. They got it right. But sometimes it takes a few tries to get product-market fit.

Here's a tip: When you’re entering an arena where you perceive a gap, you'll do best by positioning yourself against something that already exists. Uber identified a gap in the market and provided a unique solution, thereby effectively positioning itself against taxis.

2. Rebranding, Pivoting, or Niching Down

Rebranding often occurs when a company evolves or narrows its focus. A few years ago, we rebranded from Zumaeta Group to Motive3 to reflect a broader team effort rather than just my own name. This also happens when companies pivot or niche down to focus on what their customers are most interested in. Companies might rebrand to update their image, pivot to adapt to market changes, or niche down to specialize in what they do best. For example, Kodak was positioned as a leader in consumer film photography but failed to pivot to digital and went into bankruptcy. Repositioning during a rebrand or pivot ensures your audience associates you with the new direction.

3. Facing Competitive Pressure

• If competitors are copying your messaging or if your market is saturated with similar offerings, it’s time to reposition. You need a unique position that competitors can’t easily replicate or deliver on effectively. In industries like finance, technology, and healthcare, where new entrants may even outright steal your web content, it’s crucial to reposition yourself in a way that sets you apart. This means finding a unique angle or value proposition that your competitors can’t claim or sustain, protecting your market share and enhancing your brand's distinctiveness. By the way, your communication style can also be a differentiator.

4. Stagnant or Declining Sales

• When sales plateau or decline, it may indicate that your positioning is outdated. Refreshing your position can inject new energy into your brand, making it more relevant to your target audience. If your sales have become stagnant or are on the decline, it might be time to revisit your positioning. An outdated position can make your brand appear irrelevant. Repositioning helps to refresh your image and realign with market demands, potentially rejuvenating sales and market interest.

5. Mergers and Acquisitions (M&A)

• During M&A activities, positioning becomes critical to ensure a seamless integration of brands. Mergers and acquisitions often necessitate repositioning to integrate and align the combined brands' messaging. This ensures clarity and coherence in the new brand identity and helps in carving out a specific niche within the larger market framework, making the transition smoother for both companies and their customers.

Conclusion: Positioning as a Strategic Imperative

Positioning is not a one-time activity; it’s an ongoing strategic imperative. You need to scan the market at least once a year to see what's changed. And things always change. Remember, positioning is the first domino in your marketing strategy, and getting it right is crucial to knocking down all the other dominoes that follow.

If you need help with positioning or crafting a compelling messaging strategy, reach out to us at Motive3 . Our Actionable Messaging Playbooks™ provide a comprehensive guide to building a consistent and powerful narrative that aligns with your brand’s position. We're here to help you find and articulate your unique position in the market.

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