One of the most common misconceptions about brand positioning is that it’s only relevant to certain aspects of your business.
But in reality, brand positioning relates to every single aspect of your business, not least when it comes to sales.
The truth is, everything from your logo and advertising to your social media presence, content marketing, how your team communicates with clients, and more is intimately related to your brand positioning, and is intertwined with the entire sales process.
Because branding and first impressions in sales can make all the difference in the world as to whether or not someone wants to do business with you, and this even relates to things that many business owners would consider to be relatively unimportant aspects of their branding.
If you’re not quite sure what the term brand positioning means, it simply refers to how your business brand is perceived by those who have experienced it in any way.
So, if you’re looking to learn more about brand positioning, and boost your sales conversions, keep reading!
Because in this article, I explain the importance of brand positioning in relation to sales, and how it can help you to improve your entire sales journey.
What is the Importance of Brand Positioning in Relation to Sales?
The sales journey doesn’t necessarily begin when you cold call a lead, send out an email, or hand someone your business card, and this is something a lot of business owners tend to overlook.
Truth be told, the sales journey encompasses nearly every touchpoint of your business, and all of these things relate to your brand positioning.
Depending on the nature of your business, the sales journey could begin with someone seeing a social media post or an ad, reading a blog on your website, or just hearing about your business from a friend.
Although some of these things may be completely outside of your control, it’s important to not overlook any of it, as all of these aspects can have a significant effect on your ability to generate leads and make sales.
With that in mind, here are some aspects and effects of brand positioning that can help you to improve your sales process:
Unique Selling Proposition
A unique selling proposition, or USP, can help you to distinguish your company’s products or services from those of competitors, and this differentiation can attract customers and drive sales by offering something that’s perceived as valuable and different.
Targeting the Right Audience
The process of determining how to position your brand is integral to identifying and understanding your target audience, and by using this targeted approach, you can speak directly to the needs of that demographic and improve sales by focusing resources on the most receptive audience.
Building Trust and Credibility
Strong brand positioning can help you to build trust and credibility with customers, and when customers have confidence in your brand, they are more likely to choose your products or services, which can lead to increased sales.
Competitive Advantage
Proper positioning of your brand can enable your business to gain a competitive edge in the market, and this can help your brand to attract customers who are seeking specific attributes or solutions, leading to improved sales performance.
Customer Loyalty and Repeat Purchases
Positioning your brand properly can help you to foster customer loyalty, as customers who connect with your brand are more likely to become repeat buyers and dedicated advocates, which can significantly increase your sales revenue and further expand your customer base.
READ: Why Brand Consistency (or Lack Thereof) Can Make or Break the Success of Your Business
One of the most vital aspects of brand positioning is ensuring consistency throughout each and every part of your branding.
Because if your brand doesn’t have this kind of consistency, you can end up confusing potential customers, sending them the wrong message, or contradicting other parts of your branding.
So, if you want to learn why brand consistency is so important, how you can ensure consistency for your brand, and explore some of the most epic fails of inconsistent branding, then this article is for you.
Now, just to give you an even greater understanding of the importance of brand positioning in relation to sales, I’d like to highlight an anecdote that was shared with me during The Bodacity Show with Jannette Anderson.
Jannette told me that she’d met with someone she was thinking of hiring and really liked the connection they had.
When she asked the guy for his business card, at first, she didn’t pay much attention to it. But when she finally took it out of her purse, she realized it was printed on very flimsy paper. It looked homemade, and it didn’t live up to her previous perception of his brand.
At this point, she felt like the business card wasn’t a proper reflection of what she thought his brand was all about, which had a huge effect on his perceived credibility, and as a result, she no longer wanted to work with him.
With that in mind, it’s important to remember that something as simple as a business card can actually ruin your brand positioning, erode your credibility, and cost you valuable sales and leads, especially if your competitors’ business cards look a lot better than yours do.
And if something as simple and seemingly unimportant as a business card can cause people to be wary of doing business with you, then you really can’t discount a single aspect of your marketing and branding, especially as these things relate to the sales process.
Do you need help defining your brand identity? Being a brand strategist for over 20 years, my specialty is helping entrepreneurs and small business owners come up with a complete brand blueprint so they can get more qualified leads and sales. Essentially, I help set the stage so people can feel good about their experience with you. Intrigued? Schedule a free 30-minute consultation with me to learn more.
To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
