Brand Positioning Pitfalls
Some of our previous blogs have highlighted the benefits of developing a unique selling proposition (USP) to help distinguish your brand from competition. As time progresses the challenge is to make sure it stays up to date with both customers and markets shifting needs. Often the benefits of establishing unique points of difference are highlighted but there are some areas that can cause the positioning of your business to be less effective than it could be. In this post we wanted to list and discuss some of the more prevalent brand positioning pitfalls in order to help you avoid some of the more common mistakes.
Attempting to build brand awareness before establishing a clear position
First you need to know who you are before you can convince anyone else. Many new companies fall victim to this pitfall by spending big money on ineffective advertising without first being clear about what they are actually selling.
Promoting attributes that customers don’t care about
It is important to focus points of difference on things that your customer’s will find value in. Many companies focus on an area that they think their customers value most, however it might not be accurate. For example some pharmaceutical companies initially thought that customers were primarily motivated by the performance of certain products and later found that the speed of delivery was much more important.
Investing to much into points of difference which can be easily copied
It is important that the U in USP is actually “Unique” to your business. Companies can waste money by investing too heavily in things that can be easily copied by competition. A selling proposition of being the cheapest in the market can be easily replicated however a leadership on an area such as technology can’t be as easily copied.
Responding to competition whilst abandoning your original positioning
Aggressive competitor activity can often trigger dramatic and rapid responses, sometimes this can mean that they walk away from the positioning they have worked so hard to develop. There are numerous examples of successful products that have been repositioned and severely diminished their prior market share.
If you have found a USP which positions your brand in a way that is unique and compelling, repositioning is often difficult to pull off successfully. Think hard before you decide to change as your USP may not need changing completely, it could be about just finding a new or more modern way of conveying it.