Branding & Positioning
Defining who you are, what you do, and what makes you unique.
What is branding and positioning?
The term brand comes from branding livestock with a hot iron to identify their owners. For businesses, it means creating unique visual elements and messaging to distinguish a company from others.
Positioning is a related, intertwined and holistic effort to strategically communicate who you are, what you do, and how you’re unique from alternatives.
Why do I need branding?
At the most fundamental level, branding’s necessary for consumers to identify you. Registering a company name is already an act of branding.
It’s also a basic requirement for simple promotional tools like signage, websites, social media accounts, etc. without visual elements and messaging.
At a higher level, a unique, well-crafted brand increases the chances of attracting attention, converting customers and sustatining loyalty.
Why do I need positioning?
Clarifying more specifically what you do, why you do it, and who you do it for makes you more attractive to the types of customers you’re targeting.
The opposite of having a market position is a vauge or bland brand. That makes it difficult for people to decipher if you’re exactly what they need.
Ideally, branding and positioning are one process. A great brand is well-positioned to resonate with your target market.
The Mountwell Approach
Whenever we encounter a completely new company, this is always where everything needs to start, before we can really even talk about digital marketing programs.
Branding and positioning are tablestakes for moving your business upward in our Hierarchy of Digital Marketing Needs. You can’t even establish basic digital marketing presences without basic text and visuals that explain who you are and what you do.
Of course, having a brand, and having a solid brand, are different things. With the essential branding building blocks in place, you can at least set up the presences you need. However, becoming competent at converting customers, and growing an audience of people interested in your business, usually requires some clear positioning around who you are and what you do.
For small and growing businesses, we usually recommend creating at least a system of creative elements you will use throughout all future communications to build a consistent brand. It’s also very helpful to have consistent messaging that clarifies what makes your company unique, which can be repeated everywhere and every time you need to explain your business.