At JBPRM we realise that perhaps the most important brand management activity is positioning your brand properly. A well-positioned brand communicates important target market benefits in unique and compelling ways with an added emotional aspect. Furthermore, good positioning in the energy, power, and process markets. Provides flexibility for future growth (beyond your current product and service categories).
The Importance of Research
The first step in positioning a brand is in-depth research. See our market research offer for our full research capability. Which will include insight obtained through digital platforms. For example websites and inbound marketing techniques.
The research JBPRM can undertake to support branding and positioning includes:
- Who are your direct and indirect customers and what are their values & needs?
- What direct/indirect competition exists and where do you have the key advantage?
At JBPRM we look for three key qualities for identifying a key customer benefit. That the positioning strategy will support with any claim; (1) The benefit claimed is extremely important to the target consumer, (2) your business is uniquely suited to delivering this claim and (3) competitors are not adequately addressing it.
JBPRM’s four pillars to positioning success
We believe there are four key components to brand positioning:
- Target customer – The primary audience to whom the brand is designed to appeal.
- This is not just the energy market but also includes the decision makers (within the decision buying group) and their needs and wants (material and timing)
- Brand essence – The “heart and soul” of the brand.
- Should centre on one specific claim and all communications should convey an aspect that supports this outstanding claim
- Brand promise – A promise of relevant differentiating benefits.
- In the energy, power, and process markets, the decision makers are always highly educated and informed people. Any promise or claim needs to be borne out by evidence
- Brand personality – Adjectives that describe the brand as if it were a person.
- Only language that is familiar to the decision-making group within these target businesses will be accepted. Using the market language instils familiarity and aids with affinity.
Together, these components define the brand. They are codified in a simple format that provides direction. Not only for marketing communication and the brand identity standards and systems. But also for all your businesses activities.
Branding & Positioning for Complex Markets
Positioning a brand in the energy, power, and process markets is complicated. Consider the following points:
- In these industries, the customers are highly knowledgeable and take decisions after careful consideration.
- Often members of the buying team whether key influencers or decision makers, tend to be extremely risk averse.
- To operate in these industries, the brand values must be genuine and substantiated by every communication and action.
At JBPRM, we understand these nuances and as a result the importance of an integrated business development campaign. With a well-researched and well-considered brand positioning strategy. At JBPRM, we understand that positioning your brand optimally is critical to your businesses’s long-term success.