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Brand Positioning in the Digital Age
POSTED BY Lauren Pugh | Aug 17, 2022
In our fast-paced digital world, we see thousands of ads from countless brands every single day. It starts from the minute you wake up and scroll through your social media feed, hit play on your favorite podcast, or check your email before heading into work. You’ve been exposed to dozens of ads, all before you’ve even left your house.
And, if you’re anything like me, you’ve gotten pretty good at tuning them out. So, how do brands stand out in this sea of oversaturation?
Why Brand Positioning Matters
Let’s start by defining brand positioning. Band positioning comes down to the unique or distinctive space your brand holds in not only the market but in the minds of your target audience. It’s all about identifying your business’s niche and setting yourself apart from your competitors so that you are perceived in a specific, favorable way.
Positioning your brand is about more than just an attractive logo or catchy slogan. It’s about communicating your vision, values, and offerings in a strategic and authentic way. The way you do this should align with the preferences and characteristics of your target audience. When done well, your brand positioning works to build brand recognition and brand loyalty.
Unlock Your Brand Personality
If you know anything about us, then you know that our team loves creating beautiful designs for our customers’ websites, social media, and digital ads. However, we know that it’s not visual branding alone that brings value to a business. That’s why we create a digital marketing strategy that combines killer visuals with strong messaging that pulls your audience in and creates an emotional connection that lasts.
Your brand personality speaks to who you are, what you stand for, and who you’re setting out to serve. It tells people with common interests that if they tag along with your brand, they’ll get a certain benefit or satisfaction in return.
Defining your personality traits can guide the direction of your brand voice, positioning statement, and style guide. (AKA important resources for your entire team to create on-brand and quality content consistently.)
Make a Connection That Lasts
One of the biggest goals of brand positioning in the digital age is to form connections with your audience. With social media, it’s easier than ever before to interact with your audience and build relationships with the people who support your brand. You can help customers troubleshoot issues in minutes, share a recent accomplishment, and hear real feedback from real people.
These authentic conversations promote brand loyalty and deliver a more personal experience to your followers. These connections help you to learn more about your target audience's wants, needs, and reactions. In turn, you can feel confident that you are providing the products, services, or interactions that they want.
Position Your Brand for Success
As you’ve probably gathered, there’s no substitute for strong brand positioning. It’s a key piece of any successful digital marketing strategy. That’s why our team is here to make this process easy and valuable for your business no matter where you are in your digital journey.
When you’re ready to start driving business growth and broadening your digital presence, our team of Digital Craftsmen are ready to jump right in.
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About the writer, Lauren Pugh
Lauren is a Account Manager at Primitive who helps brands craft their story and share it with the world. She lives for a good pun, is motivated by iced coffee, knows that all pens are not created equal, and works hard so her dogs can have a better life. If you can’t find her, don't worry– she’s probably lost in a good podcast!