Not everyone finds you remarkable: The case for strong brand positioning
1 MIN READ Branding • Strategy
The mass advertising and information we’re forced to absorb every day has created an active culture of avoidance, ad-blockers and evasion. Now more than ever, we have more things to do and much less time to do them. Enter: brand positioning.
Stop speaking to the masses, most of them don’t care about you. But there are a small handful of people that really care and are listening intently. Those are the people that will share the good word about your brand – that’s your niche and we’re going to find them through strategic brand positioning.
Brand positioning is not easy; we know from experience. It requires tough and sometimes scary decisions. But the art in marketing strategy is about targeting the smallest viable audience and structuring your message to speak directly to them.
To be invisible is to be a generalist.
Great branding and marketing that creates real change comes at a price, the price of standing for something. Make something worth talking about and a story worth telling. Design it and build it in a way that only a few people in particular will be inspired by and care about. That’s what strong brand positioning is all about.
And then watch the good word spread.
