Effective Brand Positioning – 5 Tips for Standing out

Home PR Insights Effective Brand Positioning – 5 Tips for Standing out

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Brand positioning and how your brand defines itself in a highly competitive market can be challenging even for a seasoned business owner.

Designing a logo, writing a copy, and building a website aren’t enough for traffic flow.

Plus, the last thing you want to create is a ‘bland’, a brand that perfectly blends in with the rest.

Developing a memorable brand is constant work.

Let’s get started by taking these actionable steps to position your brand and set it apart in a crowded marketplace.

1. Storytelling for Brand Positioning

Brand positioning with storytelling
You’ve probably come across all those About Us pages before. Some might have stood out more than others – all thanks to their brand storytelling. Why? They gave that feel-good connection. Storytelling is a cornerstone of effective brand positioning, as it builds a bridge between your brand and your clients. A well-crafted narrative resonates deeply with your target audience, highlighting the unique purpose, values, and solutions your brand offers. For a compelling story, you’ll need the following main ingredients:
  • Purpose: Why is the company doing what it’s doing. For example does your brand bring innovation or better user experience to the audience?
  • Values: What values your brand represents and stands for.
  • Solution: What solution do you offer. What makes you better than competitors and how does your brand offer make your clients’ lives easier?
  • The tone of voice : Think about the choice of words, emotional tone, and brand personality that resonates with your audience -in short, speak their language.
  • Emotions: Stimulate the emotional receptors of your target market

How to Start Writing Your Brand Story

Write your brand story

Storytelling can feel overwhelming. Start by crafting a paragraph about how and why you started. 

The origin story. Your lightbulb moment when you discovered a gap in the market, that something is missing. 

Then move on to communicate the problems you solve, your USP, what you stand for, and so on. You don’t have to get it right on the first try. Sleep on it. Go back to it. Improve it.

Journalists writing about your brand

Once you’re satisfied with your brand story, leverage it to enhance your brand positioning by sharing it across various platforms like your website, social media, and publications.  Yes, publications -newspapers, and media outlets – switch that PR machine on!

These platforms amplify your narrative and reinforce your brand’s unique identity in the marketplace.

Distributing your press releases to the relevant journalists can increase your wide reach as they are always looking for great stories.

How do you find the right journalists and start building relationships with them? You can use a highly accurate media intelligence tool, like Roxhill’s Media Database, to find journalist profiles and reach out to them.

2. Create Unique Brand Style

Style your brand

Humans are naturally driven by visuals. We rely on our eyes to absorb information and distinguish between brands. If a company lacks originality and blends in with the other hundreds of brands, it won’t appealing.

So, let your brand’s personality shine through the visuals by developing something unique and creative. Branding takes time, effort and money, but the outcome will be worth it. Let’s touch on the main points of brand styling.

Start here: How should my brand feel?

Modern and sleek? Whimsical and fun

  • What is the style that will resonate the most with your brand personas?
  • Experiment, then choose colours, fonts, patterns, images, and illustrations accordingly. 
  • Create your guidelines and stick to them. 
  • Visuals will be an integral part of your brand identity and content creation. 
  • There are several online sources from which you can get inspiration, from Pinterest to Behance. 

By maintaining a cohesive and visually distinct brand style, you reinforce your brand positioning, ensuring your business stands out.

3. Build Long-term Brand Awareness

Long-term branding and brand awareness

Who had experience with individuals that are only hanging around when they want something, then vanish – only to reappear again when they need you? Sometimes the same happens to brands: they launch a large campaign; create buzz then it all goes quiet until the next campaign.

To build long-term brand awareness, you must go beyond the occasional showing-up and posts on social channels. 

Create Your Online Community

Create and engage with your online community

Engage with your audience through online communities:

  • Define the purpose of the community purpose
  • Identify your key audience
  • Choose a platform
  • Define the community guidelines and rules
  • Set up the community group using social media
  • Invite people to join your community
  • Engage with people in your community by discussing relevant topics, answering their questions and offering tips or freebies

Join Existing Conversations

Build trust in your brand through online engagements

Joining the existing conversations is another approach to sparking discussions, showing your expertise, building trust in your brand, and raising awareness.

Pitch in with your thoughts on other blogs, forums, and groups. Just like in human relationships, the key to developing a close brand-client connection is participation and communication. Show the value beyond your product and start being present.

4. Thought Leadership as a Pillar of Brand Positioning

Position your brand as thought leader

What other thing can you do to cement your brand position beyond engaging with your audience and staying in the loop?

You’re highly knowledgeable in your field, so why not let the rest of the world know this?

Share your know-how and wisdom with others in the form of content – and don’t limit it to a single platform; explore and experiment with various communication channels.

Establishing thought leadership is a powerful strategy for strengthening your brand positioning. By sharing your ideas and industry-leading perspectives, your brand can position itself as a trusted authority in its field. This not only boosts credibility but also fosters deeper connections with your audience.

Brand Spokespeople and Ambassadors

Brand spokespeople and brand ambassadors

Get your brand representatives front and centre to send the brand’s voice to the public.

What is the difference between a brand spokesperson and a brand ambassador?

  • Brand Spokesperson: They are the official voice of the company and are usually employed within the business.
  • Brand Ambassador: Often influencers or celebrities who create content using the brand’s product or service.

Both roles are essential in shaping your brand’s image, contributing significantly to how the audience perceives and connects with your brand. 

When you work strategically with brand spokespeople and  ambassadors they enhance your brand positioning by aligning the public’s perception of your brand with its core values and identity.

Improve Your Brand Image with Content

Improve brand image with content

Make your brand emerge from the crowd with content related to your expertise. 

A. Downloadables

Downloadable exclusive offers such as eBooks not only provide intelligence and insights your audience cannot find anywhere else, but they also serve as a lead magnet to attract newcomers.

B. Articles

Guest post your thought leadership articles on clients’ or other trusty, industry-relevant websites, including online publications and trade magazines.

If you haven’t done it already, now is a good time to start developing connections with relevant journalists in your industry and start pitching your stories to get featured in both offline and online publications.

Articles and guest posting are good ways to expand your reach, increase likes and shares, and get backlinks to your page.

C. Visuals

Long-form videos, reels and stories have been trending for many years now. Is there a more creative method to provide inspiration and guidance for your audience than videos?  

From interviews to educational pieces, the visual approach is super effective . The possibilities are endless. Think about conferences, forums, seminars and so on where you can make your voice heard and recorded, then use the replays on your own channels and watch your brand’s quality reputation grow.

5. Brand Consistency

Brand consistency

Maintain your brand authority and authenticity by sending the same messaging and visual presentation across your channels.

To achieve consistency, first, you need to define the brand guidelines clearly – the rules that help keep the brand’s communication and representation standardised. Include both design elements and tone of voice.

Next, the connection with your audience should be regular. Repetition leads to familiarity and predictability, which then leads to trust. (And who doesn’t want a trustworthy brand?)

Finally, don’t forget about constant improvement. Sometimes things get outdated, or whatever worked in the past won’t work anymore. And that’s okay, so keep learning. Read. Watch. Digest. Then apply changes to your brand.

Brand Positioning Frequently Asked Questions

What Is Brand Positioning?

It’s how a brand defines and presents itself in the marketplace to stand out from competitors. The aim is to highlight what makes the brand unique, creating a compelling reason for people to choose it over others.

How to Write Strong Brand Positioning Statement?

Creating a powerful brand positioning statement involves clearly articulating what makes your brand unique while ensuring it resonates with your target audience. Here’s how to craft one effectively:

  • Understand Your Target Audience:
    Identify who your ideal customers are. Consider their aspirations, needs, and wants—what motivates them and how your brand aligns with their values or solves their problems.

  • Define Your Brand Mission:
    What is your brand’s purpose? Your mission should reflect what your brand stands for and how it seeks to make a difference in the lives of your audience.

  • Highlight Your Unique Selling Proposition (USP):
    Pinpoint what sets your brand apart from competitors. Your USP could be a specific product feature, service quality, innovation, or emotional connection your brand creates.

  • Articulate the Benefits:
    Clearly state the value your brand delivers. This should connect directly to the needs and desires of your target audience, showing how your brand improves their lives.

  • Keep it Simple and Concise:
    Use clear, focused language. A strong positioning statement should be easy to understand and communicate your message in just one or two sentences.

How Often Should I Review and Adjust Brand Positioning?

Well, it depends! Your company’s goals, industry trends, market changes, and what your competitors are up to all play a role. As a general rule, aim to evaluate it at least once a year—or sooner if there are significant shifts in your business or market landscape.

By regularly checking in, you ensure your brand stays fresh, relevant, and clearly communicates your value to your audience. It’s all about making sure you stand out and stay aligned with what your target market needs.

How to Measure and Analyse Brand Positioning?

Focus on key metrics that reflect how well your brand resonates with your target audience; here are some examples: 

  • Brand Awareness
  • Perception Surveys
  • Customer Loyalty and Engagement
  • Online Engagement

You can use media monitoring tools to assess brand awareness, perception, and engagement, giving you the data you need to refine your positioning strategy and ensure it aligns with market expectations.

How to Measure Brand Perception with Media Monitoring?

Measuring brand perception involves tracking and analysing the tone, frequency, and context of mentions about your brand across various platforms. Check these metrics to gauge public perception:

  • Sentiment Analysis
  • Volume of Mentions
  • Share of Voice
  • Audience Engagement
  • Competitor Comparison

Brand Positioning Key Takeaways

Brand development and positioning is constant work. To stand out in competitive markets, brands need authenticity, creativity and sustained effort.

  1. Research and get to know your target audience and their behaviour, preferences, habits.
  2. Update your brand tone of voice and (re)write your company story.
  3. Stay relevant:  tweak your brand style and modernise with compelling visuals, whether in-house or outsourcing.
  4. Share your wisdom, and spread the word into the world about your brand.
  5. Get your brand spokespeople and brand ambassadors in front and centre
  6. Create original content and share it through your channels
  7. Manage your brand authenticity and authority consistently
  8. Get social and engage with your audience. 
  9. Keep up with brand evolvement

Get started with Roxhill's PR and Media Database today!

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Try Roxhill and start building rewarding connections with the world’s media today!

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Get started with Roxhill's PR and Media Database today!

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