Marketing communications, often known as marcom, should be at the heart of your business.
It's all of the messages you craft and the media you use to communicate to your company stakeholders. You may think you're ready to start different marketing campaigns, promotions, social media, advertising, and PR programs, but hold on, not so fast. You need to ask yourself a very important question before you begin any of your marketing efforts. Do you have a brand positioning statement?
After all, why generate awareness and drive leads and sales if you don't nail down a fundamental part of your brand's existence, your positioning statement? Without a brand positioning statement, you may be placing the cart before the horse.
In other words, it's really important to understand and communicate what your brand is about and your purpose for existing before you create awareness and put your company, products, or services in the marketing spotlight.
So just what is a brand positioning statement? In simple terms, it's one of the most important sentences you'll write as a part of your marketing plan. The brand positioning statement answers these questions.
Number one, what makes your brand different than any other brand? Number two, who is your audience, and how do they view your brand? Number three, what do they think about? Why would someone be attracted or drawn to what your company does or the products you offer?
Now you know what the brand positioning statement is.