How to Create a Strong Brand Positioning

How do you see your B2B technology business’ rise to growth? As we all know, no company can take their business to next level by chance. It doesn’t happen overnight.

To stand out in the crowd, you need to clearly state who you serve and what makes you different. Why your potential customers should choose you? You should answer a part of this question with every social media post you publish, every e-mail you send to your customers and even when you type to words during your SEO optimization. And before you do all this, you need to build a strong marketing strategy out from unique and powerful brand positioning.

Why do B2B Companies Need Brand Positioning?

Great brand positioning is the foundation of branding. At the most basic level, you can use positioning to ensure your customers understand what your company stands for. It helps you to break through the clutter and find your identity in a crowded marketplace. It’s a shortcut, a fast-track to the customer’s mind. It creates the right connection between you and your customer.

But it is never enough for a brand to just be different. Everybody says that what they do is super unique. Your brand positioning should be created in a way that you can show people the value. You need to paint a picture in their minds that helps people understand why your business should matter to them and why they should choose you.

It’s very important to get this right. Yet it’s surprising how many B2B SaaS and IT companies don’t usually pay much of an attention to their brand positioning even though they truly need it. When people think about your solutions, what do they think about? Are they considering the benefits that come with using them, or is it too complicated?

Many times, B2B technology solutions are too complex to explain. It is very challenging to cut through clutter. A strong brand positioning helps you get noticed and becomes your loyal customers’ ‘shorthand’ for navigating a complicated – and risky – purchase decision.

When done right, you can use the power of your content marketing, e-mail marketing and performance marketing to grow your business.

Download our latest brand positioning template that Lucdigi marketing experts have created for your B2B technology business and successfully start building the image in the minds of the customers. Start creating a clear understanding of how your offering that meets your future customers needs today.

Brand Positioning Template for B2B Tech Companies

  1. What is your unique selling point? – 1 sentence (What makes you differentiate from your competitors?)
  2. What is your value proposition? – 2 sentence (What value do you provide to your customers?)
  3. What kind of a hero image would tell your business on your landing page? (Choose an image that explains what you do, what you bring, what value you add visually – be specific)
  4. What is your business related value proposition #1 ( A combination of a feature and benefit – what and how?)
  5. What is your business related value proposition #2 ( A combination of a feature and benefit – what and how?)
  6. What is your business related value proposition #3 ( A combination of a feature and benefit – what and how?)
  7. What is the most important value you create in the eyes of your existing customers? (interview them, see what the love most about your products and solutions)
  8. What is the most important success metric #1?
  9. What is the most important success metric #2?
  10. What is the most important success metric #3?
  11. Why should a prospect choose you? Reason #1
  12. Why should a prospect choose you? Reason #2
  13. Why should a prospect choose you? Reason #3
  14. Fill in the blanks.

(Your company name) provides ………. (target audience) with more/better/faster …………… (market category) than any business ………………. (industry). We do this by ………………. (reason to believe #1) ……………….. (reason to believe #2) ………….. (reason to believe #3).

  1. How do you describe your brand?

    • Personable and Friendly or Corporate and Professional
    • High Energy or Careful Thinking, Planning
    • Modern or High-tech or Classical and Traditional
    • Cutting-edge or Established
    • Fun or Serious
    • Accessible to All or Upscale

  2. What pain points do you solve with your solutions? #1
  3. What pain points do you solve with your solutions? #2
  4. What pain points do you solve with your solutions? #3
  5. What emotional benefit do you provide? #1
  6. What emotional benefit do you provide? #2
  7. What functional benefit do you provide? #1
  8. What functional benefit do you provide? #2
  9. What is your “unlike”? (Compared to your primary competitive alternative)
  10. What are the needs of your customers?
  11. What are the desires of your customers? And how do you fit in that picture?

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