The brand positioning that a company – no matter what the size, that is if the company happens to be a

  • solopreneur
  • home based business
  • small and medium enterprise all the way up to the
  • corporates

… will have an effect and bearing on how clients view the company when compared to similar organizations who are seen to provide comparable products and services.

We do know that the largest companies have huge marketing departments often with specialists focusing on the positioning in the market place that the company takes – with that said, often the practice is to use outside agencies to develop the positioning strategy.

Smaller companies should focus on the core elements of their brand equity such as :-

  • Awareness
  • Associations
  • Quality

… and drill down into the key components of these categories and allocate appropriate resources from within the organisation to work on those areas that have been identified as being the priority in terms of the overall strategic direction of the organisation.

Constant and regular focus on this and the pushing out into the market place of the message will serve to drive the positioning of the brand in the market place, this will ultimately serve to separate the organisation from the competition, engage with customers and therefore drive revenue.

-Stephen C

I was reading an interesting article the other day about the Billions, yes Billions of dollars that GE as a company adds to its bottom line in additional revenue because of the power of the GE brand. The question I ask myself, consulting clients and seminar attendees is – how much does your brand allow you to …

  • charge more for your products and services
  • get referrals
  • get clients coming to you
  • add to your bottomline revenue ..

… and the list could go on. Of course, what we are talking about here is the amount of Brand Equity that we have in the market place that can be translated into revenues.

Now, depending on what business you are in, you may develop a strategic plan to base your brand equity around what you consider to be your strength in the market place. This could be in the …

  • supply chain
  • technology innovation
  • product quality
  • technical support

… and other aspects of the business that can be used to differentiate you from the competition.

It is of course important to state that what any company focusses on may radically change based upon whether they are focussing their efforts on …

Business To Business or in the Business To Consumer

… marketing strategy development and branding activities.