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
