Strong brands are built on a clear positioning statement and strategy.
A strong brand focuses on the customer, not the product or the company. Its promise (message) speaks to the target audience in familiar language and in an environment in which they are comfortable. It focuses on the benefit that the brand promises to provide and includes a reason why the brand will actually perform as promised.
That promise has to be important, meaningful and believable. Importance creates relevance. Relevance captures Attention and creates Interest. Interest leads to Desire and then to Action. Attention, Interest, Desire and Action are the four (required) steps to successfully communicating a message … and closing a deal or sale.
Think about that. Sometimes the steps happen very quickly, but they always happen, in that order, every time.
Here’s the point: You have to know WHO your target audience is and understand WHY they buy (or take other action) to understand what will be interesting — and compelling — to them. Positioning is critical. Never skip it. … Lori Martinek, Branding Expert & Author, from Be the Bulb! Buy it on Amazon HERE.