{"id":23396427,"date":"2023-10-04T21:37:56","date_gmt":"2023-10-04T21:37:56","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=23396427"},"modified":"2026-01-21T19:40:09","modified_gmt":"2026-01-21T19:40:09","slug":"unlocking-the-secrets-of-brand-positioning-for-business-growth","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/unlocking-the-secrets-of-brand-positioning-for-business-growth\/","title":{"rendered":"637: Unlocking the Secrets of Brand Positioning for Business Growth | Master Training Series"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_code _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<script async defer onload=\"redcircleIframe();\" src=\"https:\/\/api.podcache.net\/embedded-player\/sh\/4f451305-e5b4-4878-b293-63e3057356b8\/ep\/cce4b2ad-3555-408d-935d-78a3a8764367\"><\/script><!-- [et_pb_line_break_holder] -->    <\/p>\n<div class=\"redcirclePlayer-cce4b2ad-3555-408d-935d-78a3a8764367\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->    <\/p>\n<style><!-- [et_pb_line_break_holder] -->    .redcircle-link:link {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->        text-decoration: none;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:hover {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:active {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:visited {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] --><\/style>\n<p><!-- [et_pb_line_break_holder] --><pee style=\"margin-top:3px;margin-left:11px;font-family: sans-serif;font-size: 10px; color: gray;\">Powered by <a class=\"redcircle-link\" href=\"https:\/\/redcircle.com?utm_source=rc_embedded_player&#038;utm_medium=web&#038;utm_campaign=embedded_v1\">RedCircle<\/a><\/pee>[\/et_pb_code][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>Ever wondered how to unlock the secrets of brand positioning for business growth?<\/p>\n<p>Join\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/jtomlin\/\">Jeff Tomlin<\/a>\u00a0in the latest Conquer Local Podcast\u00a0<a href=\"https:\/\/www.conquerlocal.com\/podcast\">Master Training Series<\/a>\u00a0on branding. Learn more about uncovering the mysteries of effective branding as Jeff answers your questions about brand positioning, shares insights into Twitter\u2019s innovative brand X, and reveals common branding mistakes to avoid.<\/p>\n<p>Don\u2019t miss this opportunity to gain valuable branding knowledge and strategies that will help you connect with your audience and elevate your brand. Tune in and let Jeff lead you on a journey to brand success.<\/p>\n<p><em>Conquer Local is presented by Vendasta. We have proudly served 5.5+ million local businesses through 60,000+ channel partners. Learn more about\u00a0<\/em><a href=\"\/\"><em>Vendasta<\/em><\/a><em>\u00a0and we can help your organization or learn more about\u00a0<\/em><a href=\"\"><em>Vendasta\u2019s Affiliate Program<\/em><\/a><em>\u00a0and how our listeners (like yourself) are making up to $10,000 off referrals.<\/em><\/p>\n<p><em>Are you an entrepreneur, salesperson, or marketer? Keep the learning going in the\u00a0<\/em><a href=\"https:\/\/academy.vendasta.com\/\"><em>Vendasta Academy.<\/em><\/a><\/p>\n<h2><strong>Unlocking the Secrets of Brand Positioning for Business Growth | Master Training Series<\/strong><\/h2>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Welcome to the Conquer Local Podcast I\u2019m your host, Jeff Tomlin, and today, for our Master Training Series we\u2019re diving deep into the world of branding. Building a successful brand is not just about a logo; it\u2019s about creating a powerful connection with your audience.<\/p>\n<p>In this episode, I\u2019ll be sharing valuable insights on brand positioning, we\u2019ll be exploring some insights around Twitter\u2019s new brand X, and we\u2019ll share some of the top branding mistakes you can avoid when doing brand work for your own business or for your clients. Let\u2019s get started.<\/p>\n<h3><strong>How to Create Brand Positioning that Sells<\/strong><\/h3>\n<p>We\u2019re starting with the critical aspects of a brand strategy \u2013 the core and the narrative. The core is your mission, vision and values. These are critical aspects to align your team so that you can develop a consistent brand story long into the future. The mission aligns your team toward the long term goal. Your vision describes what winning looks like for the team. Lastly your values align the team and helps guide decision making as you do the hard work of executing on the mission.<\/p>\n<p>The second part of your brand strategy is your brand narrative. Your narrative will have 4 foundational elements: Your value proposition, your positioning statement, your brand promise and a tagline.<\/p>\n<p>The value proposition summarizes why a customer would choose our products or services.<\/p>\n<p>Your positioning statement articulates the difference we want our audience to remember.<\/p>\n<p>The brand promise set expectations for the brand experience.<\/p>\n<p>A tagline is the most distilled piece. It is designed o get the audience to remember (then easily recall) your difference.<\/p>\n<p>To create a brand that truly sells, you need a clear understanding of who your customers are, what problem your product or service solves, what sets you apart from the competition, and why your audience should believe in you. Brand positioning is your internal guideline, aligning your business and marketing decisions. It\u2019s more than just advertising; it\u2019s about crafting a consistent identity and image for your brand that resonates with your target audience.<\/p>\n<p>At the heart of successful brand positioning lies empathy and understanding. You must put yourself in your customers\u2019 shoes and truly grasp their needs, desires, and pain points. By knowing your audience inside out, you can tailor your brand messaging to speak directly to them, forging a deep and lasting connection.<\/p>\n<p>Your brand is not just a logo or a name; it\u2019s how you make people feel. Its what they say about you when you\u2019re not in the room. It\u2019s a promise delivered and really a short cut for decision making in the minds of your audience. Think about the experiences you create, the stories you tell, and more importantly, the stories your customers tell about you. Building deep, relevant buyer personas and ideal customer profiles will ensure that your brand messaging truly resonates with your audience.<\/p>\n<p>Let\u2019s take a cue from Apple\u2019s brand positioning statement which is \u201cFor individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products.\u201d This statement emphasizes technological research and advancement, showcasing Apple\u2019s innovative approach to business. They promise to \u2018think differently\u2019. It highlights that they not only deliver products but also consider the impact on their customers and the planet.<\/p>\n<p>Now, where do you start? Well, it all starts with understanding the customer. Identify your target market, and be hyper-aware of their needs and preferences. Remember, your brand positioning needs to be written and communicated with your audience in mind \u2013 they are the reason your brand exists in the first place.<\/p>\n<p>Whose opinion do you care most about? Now think beyond just your customers; consider other stakeholders like businesses, reporters, advertisers, employees, and policymakers. They all play a role in shaping your brand perception.<\/p>\n<p>To make your brand positioning impactful, you have to\u00a0<strong>be specific<\/strong>. If your products or services cater to a specific niche, don\u2019t be afraid to mention it. The more you can speak your audience\u2019s language, the better you can solve their problems and understand their challenges.<\/p>\n<p>The journey doesn\u2019t end with knowing your audience; it extends to articulating what your products or services do. Avoid the mistake of simply listing features. Instead, lead with benefits \u2013 tell your audience how your offerings will improve their lives or solve their problems.<\/p>\n<p>To do this effectively, envision a \u201cfrom here to there\u201d narrative. Paint a picture of where your customers are now and where they could be if they used your products. Tell the story of what happens when they make that decision.<\/p>\n<p>Remember, your brand positioning is not a set-it-and-forget-it task. As your business evolves, so should your brand positioning. Keep it up-to-date to reflect your company\u2019s growth, consider the competitive landscape and changing needs of your audience.\u00a0 That will ensure your messaging remains relevant and impactful.<\/p>\n<p>In the end, your brand positioning is the foundation of your brand\u2019s success. Take the time to research, understand, and connect with your audience. Develop brand positioning that embodies your unique value proposition, can be differentiated, and consistently delivers a promise.\u00a0 It\u2019s not just a statements; it\u2019s the essence of your brand.<\/p>\n<h2><strong>Exploring Twitter\u2019s New Brand X<\/strong><\/h2>\n<p>Let\u2019s move on now to an intriguing new brand making headlines after Elon Musk announces Twitter\u2019s transition to X.<\/p>\n<p>The recent rebranding has sparked a lot of curiosity and discussion in the marketing community. Musk, known for his disruptive endeavors, bought Twitter in October 2022\u00a0 and has since launched the minimalist and versatile letter \u2018X\u2019 as the new identity \u2013 and arguably throwing away years of brand development. The letter X carries a history of revolution, rebellion, and mass consumerism, making it an interesting choice.<\/p>\n<p>Some might wonder, why X? Is it connected to the 90s, when X represented Gen X, the rebellious and alternative generation. Musk\u2019s obsession with X extends beyond Twitter. From SpaceX to Tesla\u2019s Model X. One of his children\u2019s names even contains the enigmatic letter. It seems to hold a unique significance for him.<\/p>\n<p>As we watch this change unfold, we should think about how this rebranding will impact user engagement and perception. Will Twitter\u2019s loyal users embrace the transformation? Only time will tell!<\/p>\n<h3><strong>Mistakes to avoid when approaching branding<\/strong><\/h3>\n<p>Now, let\u2019s focus on something equally crucial \u2013 avoiding branding mistakes that can hamper your brand\u2019s success.<\/p>\n<p>When crafting your brand strategy, it\u2019s vital to steer clear of common branding mistakes. Let\u2019s explore some key pitfalls and strategies to avoid them:<\/p>\n<p>The first mistake is<strong>\u00a0misunderstanding branding:<\/strong>\u00a0Branding goes beyond advertising; it\u2019s about creating a consistent identity and image.<\/p>\n<p>Next is\u00a0<strong>forgetting to establish business values.<\/strong>\u00a0It\u2019s important to define your company mission and values before creating your brand image and voice. You need the mission and a vision of what winning looks like and the values clearly articulated so you can communicate what if valuable to the brand.<\/p>\n<p>Be careful not to<strong>\u00a0rely on trends<\/strong>. Trends can be useful, but you should aim to balance them with a central, timeless brand for lasting impact.<\/p>\n<p>The next mistake to avoid is\u00a0<strong>mimicking your competitors.<\/strong>\u00a0It\u2019s important to research successful strategies, but you need to craft an original, unique brand identity. Brand development focuses heavily on differentiation.<\/p>\n<p>Another mistake to steer clear of is\u00a0<strong>using confusing imagery<\/strong>. When doing any brand work you should aim to only select visual elements that resonate with your brand\u2019s purpose and products.<\/p>\n<p>Next, don\u2019t underestimate the power of persuasive writing in your brand messaging. Do not make the mistake of\u00a0<strong>writing lackluster copy.<\/strong><\/p>\n<p>Finally, Brands should never\u00a0<strong>forgo market research.<\/strong>\u00a0Conducting research to understand your audience\u2019s values and preferences is an important part of the branding process. Failure to do so you risk creating messaging that does not hit the mark.<\/p>\n<p>Remember, building a successful brand takes time and dedication. Invest in your brand\u2019s identity, values, and voice, and you\u2019ll be on your way to conquering the market.<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>That wraps up our deep dive into brand development, Twitter\u2019s new brand \u2018X\u2019, and the top branding mistakes to avoid. Your brand is your story, and crafting it with purpose and authenticity is the key to success. Thank you for joining me today on the Conquer Local Podcast. Don\u2019t forget to subscribe for more expert insights and tips to help you conquer the world of business.<\/p>\n<p>If you\u2019ve enjoyed this edition of the Master Training Series revisit some of our older episodes. Check out: Episode 624: Is Organic Reach Dead? Exploring Pay-to-Play vs. Organic Social Media Strategy or Episode 631 Future-Proof Your Career: Why You Need to Prioritize Upskilling in Today\u2019s Economy.<\/p>\n<p>Until next time, I\u2019m Jeff Tomlin. Get out there and be awesome!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ever wondered how to unlock the secrets of brand positioning for business growth? Join\u00a0Jeff Tomlin\u00a0in the latest Conquer Local Podcast\u00a0Master Training Series\u00a0on branding. Learn more about uncovering the mysteries of effective branding as Jeff answers your questions about brand positioning, shares insights into Twitter\u2019s innovative brand X, and reveals common branding mistakes to avoid. Don\u2019t [&hellip;]<\/p>\n","protected":false},"author":161,"featured_media":23396430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1864],"tags":[],"class_list":["post-23396427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Unlocking the Secrets of Brand Positioning for Business<\/title>\n<meta name=\"description\" content=\"Unlock the secrets of brand positioning. 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