Discover how JCREATIVE-DESIGN facilitates SWOT Analysis to develop Brand Positioning Pillars: Competitors, Difference, Audience and its impact on branding and website design.
An exceptionally important phase of BRAND MARKET STRATEGY is the development of your Internal Brand | Brand Positioning. The 3 components: Competitors, Difference and Audience focus on defining your brand position and unique selling/value proposition. This will differentiate your brand from competitors and help communicate more effectively to your target audience:
Why they should do business with you
The benefits your brand offers
Pain points your products and/or services resolves.
JCREATIVE-DESIGN Website Design and Branding includes facilitating a comprehensive SWOT analysis based upon the current market conditions within your industry, competitors/website analysis, Unique Value Proposition (UVP) for differentiation, as well as customer persona development based upon those results. The data compiled covers a lot of ground that is critical to effectively review and analyze your current brand positioning, unique value proposition, what is working, what is not, and the areas that need improvement which directly impacts branding, brand communications and website design.
An additional aspect of a SWOT analysis is for your brand to routinely create measurable marketing initiatives to launch through management of your marketing and sales goals, development of operational improvements, as well as threat assessment responses to pivot strategically in the market. Assigning ownership and tracking within the organization will help your team(s) build and manage these efforts. If you are a smaller company, prioritize and focus on the areas that will benefit your brand the most or outsource marketing efforts to gain traction and momentum.
Improving Your Brand requires regular Review and Response. If you stay on top of market fluctuations or changes, you can act ahead of your competitors.
PILLARS OF BRAND POSITIONING
DIFFERENTIATION THROUGH UNIQUE VALUE PROPOSITION
The SWOT Analysis is where you will find those "nuggets of gold" by uncovering market gaps or differences to inform your brand initiatives and develop effective brand positioning strategies.
What is your brand's unique value proposition that sets you apart? What do you do better than your competitors? How do you do things differently?
Since customers often know what end result they want to achieve, whether it is a service, consumer product, B2B product/service, etc., effective messaging of your Unique Value Proposition (UVP) can provide instant connection with your target audience.
There are many methods of differentiation:
Authenticity communicating compelling brand story
Creating a niche, innovative product
Offering environmentally sustainable products
Craftsmanship
Partnering with ethical suppliers
Providing direct-to-consumer models
Emulating brand values that align with audience through action
Supporting value driven causes
High performance / high quality luxury consumer products
Affordable ethically sourced products
Aspirational lifestyle brands
Opposite effect campaigns to attract dissatisfied consumers
Examples:
Samsung's "It Doesn't Take a Genius" campaign: Humor to poke fun at Apple's Genius Bar and the perceived complexity of Apple products
"Pepsi Challenge" campaign: Challenged the perception that Coca-Cola was the superior cola by showcasing people actually preferred the taste of Pepsi when tested blindly
Burger King "Whopper Detour" campaign: Encouraged customers to go to a nearby McDonald's to unlock a one-cent Whopper deal through their mobile app to showcase the convenience
Avis "We Try Harder" campaign: Embracing its second-place status in the industry with their slogan, "We're Number Two. We Try Harder."
Tom's "One for One" campaign: Fostering brand loyalty for those who valued corporate social responsibility
These campaigns demonstrate how brands can use various strategies that challenge their competitors, influence consumer perceptions and help differentiate themselves.
Targeting Your IDEAL Audience
SWOT will define specific demographic, psychographic and behavioral characteristics of your brand's target audience. By tapping into your audience needs, preferences and challenges can help your company tune into ways that appeal to them through internal strengths and recognizing external opportunities in the market that can be leveraged.
For example :
Growing demand for your products/services
Emerging trends in consumer behavior
Technological advancements that enhance marketing capabilities
Threat mitigation
Understanding your target audience is crucial for designing a website that attracts, engages and converts by aligning with expectations, preferences and behaviors effectively.
To tap into building a brand that truly understands and resonates with your target audience, JCREATIVE-DESIGN facilitates a UX Customer Journey walk-through of your website's wireframe with your leadership team from your customer's perspective. During these sessions, we collectively take into consideration live feedback from employees, department heads, suppliers and customers. This feedback and the thought process of customers, prospective customers, visitors and stakeholders, will enhance your website's flow, information, functionality and aesthetics, making it a more user-friendly, memorable experience. Explore our blog post to learn more about how the JCREATIVE-DESIGN Customer UX Journey Sessions can effectively improve your brand presence and website.
IMPACT ON BRANDING AND WEBSITE DESIGN
When your brand has a full understanding of its unique value proposition and target audience, content can be built to strategically and consistently message your brand value in a way that resonates and instantly connects with your audience.
Competitive analysis can offer enormous insights about what your target audience needs and is looking for, what it is disappointed about with competitors, etc. so you can hone in on those pain-points and market effective strategies that provide solutions alleviating pain points. This can be from failing or low quality customer support, to quality of products and product lines, order processing, poor communication and lack of connection, negligent operating practices, customization issues or desires, ordering policies like quantity and shipping costs, etc. Taking that close look will provide a list of ways that your brand can do things better, faster, and be more professional and customer centered.
With that knowledge, branding strategists and website designers can create content that pinpoints the most crucial aspects of differentiation. Question: What One Thing Does Your Brand Do Better Than All the Rest? Question: How can you niche your brand to lock in business for that target audience? Brand strategist doe this through content development, imagery and messaging. Whether it is process based, like developing a feature rich website that improves the customer UX Journey. As an example, My List, My Favorites, Last Items Viewed or Charts and Specifications for products and services. Adding those features improves the Customer Journey increasing the likelihood of returning and sales conversions. Perhaps it is industry based value PDFs: How Tos, Product Specs, and Tech Sheets. Or, building the best knowledge-based Customer Support Team in the Industry by education of staff to provide exceptional tech support. The transfer of these features and services to the website and implementing those elements in a consistently aesthetic way is highly critical in developing and maintaining trust with your audience.
JCREATIVE-DESIGN ensures this with web design features + ELEMENTS that echo your brand, content that speaks TO your brand and IMPROVED UX Customer Journey that makes your customers want to engage and do business with you.
The finest details can be the most important - nuances in your brand's website design that says, "We Care. We Hear You. We Offer You the Best . . ." Here is the solution to your problem and this is WHY we are here to help you.
Your branding is orchestrated to blend into an overarching theme that is memorable and engaging. You will know its right, when conversions begin to pick-up and receive feedback like this:
"We love your new website!"
"We chose your company because of your website." "Tell me more about this product/service you are offering on your website."
"I was looking through the PDFs on your website and think you can help our company."
Provide value when you can, organize it and that your UDP is effectively connecting with customers and potential customers alike.
JCREATIVE-DESIGN wants to help your Brand EXPAND YOUR REACH!
SUMMARY
Incorporating Brand Positioning into branding and website design is a powerful way to differentiate your company from the competition and improves your success rate, as you are better able to target your ideal customers in specific segments of the marketplace through a defined unique value proposition(s) that connects.
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