Is Positioning more important than Branding online?
Is Positioning more important than Branding in the online landscape? Branding is far and away the more commonly discussed concept and a highly used buzzword, but if you truly want to have an effective marketing plan then positioning should be something you focus on as well. As a top web development company we understand the power of positioning and wanted to discuss that topic today to help everyone understand how to incorporate this idea into their plans.
So what exactly is Positioning?
The concept of positioning originated in the 1960’s with Al Reis and Jack Trout. The world of marketing was quite a bit different back then compared to our current digital age, however the idea is still a valid one. The perform research on your target audience and users. You have to have a clear understanding of everything you can about the demographics you serve. It isn’t good enough to just focus on men between 30 and 35; you need to dig deeper and learn more about those men to allow you to form subsets within the primary set.
Ultimately proper positioning will impact the purchase decision by providing a foundation of facts and rationale as to why your products are the best option to meet the consumers’ needs.
Is one better than the other?
Now that we have a better understanding of positioning, the next question to consider is if branding is better than positioning or vice versa.
The simplest answer is that both are equally important. You have to consider these concepts as two sides of the same coin or like the Yin to the others’ Yang. Ultimately positioning leads to branding. You start with the important research and fact finding about your customers and their needs along with the competition and what they are providing.
From there your branding or identity adds personality and style to the equation. Some have even said that branding is the emotional expression of positioning.
The proper combination of the two is what creates the ultimate offering, one that has a strong personality or identity combined with a strong value proposition that is demonstrated as being different and superior to your competitors.
Unfortunately what happens fairly often is that people equate positioning with branding, using the words synonymously as if they are interchangeable. They aren’t; the concepts simply aren’t the same and by confusing them you are limiting your possibilities.
The bottom line is that positioning is an important concept that every business should be aware of. Branding and positioning are two sides of a coin that both need to be considered within your marketing plan and for your online presence. Realistically a business can survive with a strong brand identity and weaker positioning. The opposite is also true. However if that is the case then your business is failing to reach its ultimate potential.
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