Positioning, differentiating and branding

One of the most important aspects of Marketing Communication is the creation of a brand. The sum of sensations, feelings and perceptions that builds relationships and creates emotions. A brand is not what the company defines. It is what stakeholders feel, which they say it is.

To get there, we have to work first, which begins by distinguishing between differentiation and positioning. The process of differentiation and positioning involves identifying a set of differentiated competitive advantages on which to build an original position, choosing the appropriate competitive advantages and selecting a positioning strategy.

Next, the company must fulfill its promise effectively communicating and delivering the chosen positioning to the selected market. To achieve a strong position in the company's chosen segment, it must first find ways to stand out. To do this, it must find its competitive advantages. Each company must seek to differentiate itself and offer a unique set of benefits - yours unique selling proposition. It is through this differentiation that the right position in the public's mind can be achieved.

The position that the offer should occupy in the public's mind is the response that the positioning should give. It's not the position we idealize for the service, but rather the way we would like the public to perceive it. This process involves dealing with the public's perceptions, impressions and feelings about a competing offer.

Differentiation and positioning are strongly related. By differentiating the offer, the company can achieve the position it wants to consolidate in the public's mind. And here we come to the brand, the branding. By definition, it is a marketing practice in which a company creates a unique and identifiable name, symbol and visual identity. It helps to identify a service and distinguish it from similar ones on the market.

Branding is important, not just because it makes a memorable impression, but because it lets you know what to expect from the company. It is the way to differentiate yourself from competitors and clarify what you offer and what you do best. The brand is created to be a clear and immediate representation of what you are as a company and how you want to be perceived.

It is through the brand that a company gains recognition and becomes known; an established brand can increase the value of the company and become an added factor for investment; strong brands generally mean that the public has a positive impression of the company and boost the reliability generated by recognition. For employees, working for a reputable and considered brand makes work more enjoyable and rewarding, as well as being an additional factor in professional growth and CV building.

A strategically thought-out brand will help the company consolidate trust among its customers. stakeholders. People are more likely to do business with a company with a credible and professional image. A well-designed and applied brand is the basis for Marketing Communication efforts. Tell with us Position Differentiate and Brand yours.