Positioning and Branding For Websites
What is Branding
In business very little communication takes place, unless it is planned and executed properly. This is where branding and positioning comes in. In business, you have to communicate to customers your strengths and abilities against your primary and secondary competitions. The communication has to state what you do similar to your competitor and in what aspect you are different and superior.
This differentiated message based on comparing and contrasting your business verticals is called branding.
What is Positioning
Positioning is what your customer perceives you are capable of. People always makes perception of You and your company from various things. The speech, voice, tone, the marketing materials and website. If the website is shabby and unprofessional, people will not take you seriously.
On the other hand a professional appearance and clear communication can position you as a leader. Your customer has mental ladder in his mind- you have to create images and values in custom's mind that correlates to your products and service values. Quite often, technical entrepreneurs position themselves far below their capabilities in customers mind. The object of positioning is to correct that.
The more technical the nature of your work- the more important it is for you to Position and Brand yourself- since average customer can never understand your depth of expertise and Values you bring to customers. The customer will position and brand your company using visual clues- the style of communication and clarity- The emotional and psychological content of the message. It is dues to this reason- Scientist- Engineers- Lawyers and Doctors should be careful of the communication and avoid technical details and focus on emotional and psychological aspect of communication and persuasion.
What Problems It Solves For your Business
The market place is crowded with your competitors and you need to clearly communicate. This why a professional website with emphasis on Branding, Positioning and growth strategy is Important. With Internet and mobile phones people are looking for information in web for products and services and you need to get the message out- what you do- like your competitor, but more importantly what you differently and better- Positioning.
Please contact us to discuss futher possibilities. In all buiness development websites, we include branding and positioning as an integral component of development.
References
1.0 Positioning- Al Reis and Jack Trout- ISBN 978-007-137358-6
2.0 Ogilvy- You tube
3.0 Sasha Strauss - Berkeley Hass School Google Talk
4.0 Brand Relevance - Hass School