When it comes to branding and positioning, don’t jump in cold with your blinders on.
We all know that saying about assuming, right? Well, it’s true. Unless you are just starting out in your business, don’t make assumptions about your customer’s preferences, tastes, habits, needs, wants, fears or concerns. Get real hard data and take the time to ask the right questions and test your hypotheses so you can make informed decisions. Ultimately, this data will help you develop your brand position to increase sales and conversion rates. Don’t get caught up in increasing traffic if it’s not the right traffic—quality over quantity, always.
“Get real hard data and take the time to ask the right questions.”
So, where do you start? The basics, of course! Conduct market research in order to gain valuable insight into the mind of your target audience. Remember, your goal is to be relevant because that is what will drive conversions. If you can identify with your audience and truly understand what they want and what matters most to them, then you will be able to position your business as the obvious solution. Thus, effectively engaging with them.
Below, I have the outlined the five steps in conducting market research to establish and develop your brand position. And as an added bonus, we have created a downloadable Ideal Client Profile worksheet to help you on your way. Whether you’ve been in business for 15 years or if you’re just starting out, it’s important to evaluate the gap between your brand identity and your brand image. More on that later, let’s get started!