Today's brands bridge the digital and the physical in a complexity of ways. You interact with customers in-person or in-store, through social media, via your website and through physical assets such as packaging or marketing collateral.
If you’re scratching your head, asking yourself what the heck a brand positioning statement even is, keep reading. We’ve got you covered. In a nutshell, a brand positioning statement is your mission, condensed down into a sentence. Think of it as similar to a logline or the premise of a story, found in fiction and television. Except this one is about you and your business.
Do you know your audience as well as you should? Unfortunately, not taking the time to research your market is one of the most common mistakes brands make, and it’s one of the biggest factors that can help turn any campaign from a sizzling dud into a star.
What do you think when you think of luxury? Sure, Louis Vuitton bags, Lambos, and bottles of Dom Perignon spring to mind, but the term may not be as regal as you think. By definition, luxury brands are ones that provide a sense of exclusiveness; they’re brands that have built a reputation out of offering a highly personalized service that typically exceeds expectations.
With the release of Interbrand’s yearly Best Global Brands report earlier this month, luxury was far and away this year’s best-performing category. In fact, luxury products increased an impressive 42% from last year. It seems everyone’s hopping on the luxury bandwagon these days -- from tech companies to budget brands and more.
It's no longer enough for your business to simply sell a great product or service. Plenty of businesses do! Increasingly, consumers shop based on whether a company aligns with their goals, purpose or outlook. To reach them, your business needs to stand for something.
But in a world of content marketing, standing for something is about more than simply listing a handful of pillars on your website. It's about showing those values through your actions, partnerships, and campaigns.