The right approach in brand positioning and brand promise helps deliver authenticity in business. As a result, your business will offer an experience that sets you apart from the competition AND keeps customers coming back.
There are few things more important in business than authenticity.
Because it is the key to finding customer loyalty and creating a standout brand name.
I know it’s a deep thought, but one we really should explore.
Just ask yourself,…
How do you create an authentic business?
In my opinion, the keywords are: BRAND POSITION (a.k.a. brand positioning) and BRAND PROMISE.
We’ll get into the how and why in a minute, but first we have some “vocabulary hygiene” to get out of the way.
Because…Interestingly, people use the two concepts interchangeably.
And you guessed it, … they’re not the same.
Me, I think of them as an old married couple who complete each other’s sentences.
You wouldn’t consider inviting one to your business party while ignoring the other. (Well, not if you want to avoid trouble, anyway! )
So, if that’s the case… what sets them apart?
Let’s break it down.
The Difference Between Brand Promise And Brand Positioning?
When I go on about how it’s important to know what makes your business stand out, I’m talking about Brand Positioning.
It’s the message that answers the question of “What makes you different from your peers?”
Think of brand positioning as the unique space your business occupies in the minds of your customers when they compare it to other businesses doing a similar thing.
Brand Promise, on the other hand, is the experience your clients can expect when working with you. It is a specific commitment you make to your clients — the core benefits or value that you pledge to deliver consistently.
Your brand promise should be
- aligned with your brand's values
- reflect your commitment to meeting your clients' needs and aspirations.
- … authentic
It’s easy to see how brand positioning and brand promise are a powerful team.
- Your brand positioning helps you stand out
- your brand promise builds loyalty and trust
Now, if that’s not a marriage made in heaven, I don’t know what is.
Get these two to work together harmoniously and you’ll create brand authenticity. And as a result, you’ll have an experience that sets you apart from the competition AND keeps customers coming back.
Do I have any tips for nailing them?
Tips For Nailing Brand Authenticity With Brand Positioning And Brand Promise
If there’s anything that helps you get your brand positioning right, it’s putting YOU at the centre.
Let me explain that.
Many business consultants will tell you to look at the competition and find the gap in the market.
HERE’S WHAT’S WRONG WITH THAT:
In reality, it’s very unlikely you’ll find something that hasn’t been done before. On top of that, who’s to say you’re actually going to be good at it? Or enjoy it?
In my book, it makes so much more sense to ignore what others do and instead do what you do best, outshining the competition!
After all, THERE IS NO-ONE LIKE YOU. And if you play to your strengths, you are going to…
- Be amazing at what you do.
- Enjoy it SOOOOO much more.
Guess what your client’s response is going to be?
4 Steps For Developing Brand Authenticity For Your Business
1. In order to find brand authenticity, Brand Positioning is the right place to start. When you put what YOU bring to your business at the very centre , your business cannot be anything else but unique, because it considers…
- What are your strengths?
- What do you stand for?
- What is your vision?
In true Business Your Way fashion, when you work with me in my coaching container "BEING BOSS", brand positioning is the first step we’ll work on. Because if you want to have a business that plays to your strengths, everything else should derive from the answer to the above questions.
2. Next, we spend some time identifying the people that you want to work with. Not everyone will be your cup of tea or be the right fit for your business, so it’s important your clients
- appreciate the skills you bring to the table and
- align with your values
- agree with how you want to do business
3. Once we have done this, we work on a Value Proposition Statement and develop your Brand Assets (This is what brings your brand to life. It includes your logo, tagline, website, marketing materials, and social media presence.)
All MUST be aligned with your brand positioning. Because authenticity in business will shine through when consistency is uncompromised.
4.From there, the business positioning combined with all the subsequent steps (your ideal client, your value proposition statement and your brand assets), give you the prime baseline to start working on your Brand Promise, your commitment to the experience someone will have when they work with you. I like to think of it as you “guarantee”.
Your brand promise should be infused in all aspects of your customer journey. It speaks that your team should be totally onboard with your brand promise.
Authenticity In Business Matters More Than You Think
As you can see, brand positioning and brand promise are not the same, but they go hand in hand. They formulate your authenticity in business.
When you do this, there is no need for empty business jargon, lip service and a feeling of being threatened by “the competition”.
When you create an authentic business, you will easily stand out to the right people. Your clients become “your people”.
But most of all, there is no need for going against the grain (The stress and exhaustion that comes with having to do that!), because your business will feel true to you and what you stand for.
Can I Get Some Help With That?
As much as I would like to, I can’t give you a formula to create authenticity in business. Because it is such an individual path, you’re going to have to do the work and the miles to nail it down yourself.
HOWEVER, you don’t need to go it alone, feeling overwhelmed and second-guessing every step.
I can guide you during My Business Your Way Coaching Container "BEING BOSS".
It’s a 3 or 6 month coaching package empowering you to take your business to unprecedented heights. You’ll receive personalised guidance to create brand authenticity, focusing strongly on brand positioning and brand promise.
You can learn more or book a call here.