"Positioning is like drilling for oil. Close is not good enough."
Positioning your business is a key factor to the success of your operation, and it’s not an area you can afford to underestimate. It’s essential that you understand your industry, your competitors, the services being offered and how your service or product fulfils a demand that can be monatised. Your business image defines your market position. Here are some key points to keep in mind when thinking about your branding.
- Know your specific target market well.
If you want to appeal to a particular group of people, you must know and understand everything about them. It’s the only way to know what image and messaging they will want to subscribe to. If your target market is diverse, including multiple demographics, you need to find common denominators, elements that appeal to all your potential customers and create a corporate image based around these.
- Your corporate image is not a matter of taste.
Your branding, designs, photography and video material are the visual tools which you use to market your business. Even though these are produced by creative professionals, artistic skill and preference is not what makes good functional visual design. Your marketing and branding must send the right message and appeal to a very precise and distinct market. This is where the visual aspect of your branding becomes important. Creative directors employ the rules of aesthetics and design to produce a desired viewer response or experience. The psychology of colour, balance, symmetry, rhythm and motion are some of the elements used to create impactful visual material. A good logo, photo concept or video production should be crafted to appeal to the common thinking and subculture of your target demographic.
- Find a creative director that fits your corporate image.
Every creative has particular styles they excel in. One director may not be able to produce the same style of work as another simply due to the skill involved. You cannot expect every artist to be excellent at both painting and sculpting. Certainly, you may be lucky enough to find such an artist, but generally each creative will have specific strengths that defines their style of work. A landscape photographer may find himself out of his depth in a studio environment, such as a fashion shoot. Even though he has the technical skill needed, the artistic skill also is required. When you’re creating your corporate material, look for a creative that can consistently execute the right brand image.