What is brand positioning?
In the simplest terms, brand positioning is the space you want to occupy in the minds of your customers. When it comes to personal branding, positioning refers to the how you want others to feel and think about you. Brand positioning is the unique value and identity you present to your audience. It captures who you are and tailors it to the needs, wants, desires, and emotions of your audience. Great branding is the reason why someone chooses you over competitors.
What is a brand positioning statement?
A brand positioning statement is an effective way to describe to others who you are. It is a concise summary of the value and benefits you bring to your clients. It's a quick and easy way to remind clients about what makes you great. Brand positioning statements usually play a role in your business's broader marketing strategy. The statements should be a balance of aspirational and actual capabilities.
When creating your brand positioning statement it is important to consider:
Who you seek to serve? Your target clients.
The services you offer.
The greatest impact and benefits of working with you.
The evidence of the benefits of your services.
Including these 4 items in your brand positioning results in a clear value proposition that differentiates you from your competitors and showcases your value to clients.
How do you create a personal brand positioning statement?
There are 5 key elements of creating your personal brand positioning statement:
Target Audience. Who do you seek to serve? Who are your clients and how do they perceive you? What are their demographics and psychographics.
Benefits and Differentiation. What do you do? What sets you apart from competitors? How do your clients benefit from your services? Why is working with you better than the alternatives?
Credibility. Why should your audience believe your promise? What's your experience and expertise? What gives you credibility? How do you showcase your expertise in the field?
Category Reference. What category do you and your services belong in? Industry? How do you leverage your potential? What do you stand for? What's your unique value proposition?
Personal Goals. What are you trying to achieve? How will you measure the efforts and results of your personal brand? How does your personal brand propel you in accomplishing certain goals? How will you leverage your brand?
Incorporating aspects of these 5 elements are an excellent starting point to defining your personal brand. A brand positioning statement plays a strong role in your marketing strategy. Allowing you to figure out the rights channels and content that will resonate with your audience. Brand positioning allows you create memorable associations for your clients between you and your services. How valuable would it be if people associated your services with your face?