We recently dug into the importance of brand positioning for B2B tech firms here on our blog. That is because it is a critical component of any communications, marketing and PR strategy. Defining your brand positioning statement helps to “steer the ship” and ensure every element of your strategy works in alignment toward your goals. This means that your brand positioning statement will inspire or guide every communication, including news releases, marketing campaigns, sales materials, your website, etcetera.
Your brand positioning statement also works internally, helping to inform your employees and internal stakeholders and ensure everyone is working together while sharing a similar mindset.
Now that you have decided to move forward with one, however, you may be wondering what exactly is included in a brand positioning statement. This blog will examine some of the core components to help guide you as you develop or hone your statement.
To get you started, here are four core components of a strong brand positioning statement for a B2B tech firm:
What your company does
Your brand positioning statement should clearly and concisely state what your B2B tech firm does (or sells). This may seem obvious, but be direct and extremely clear. Your communications will have mere seconds to capture the attention of prospective customers, employees and stakeholders. Your brand positioning statement must clearly convey the most essential parts of your business.
Who is your target audience
Once they understand who you are and what you do, it’s vital that your brand positioning statement quickly defines your target audience. It bears repeating, but you often have just seconds to capture the attention of your target audience. In those seconds, it’s imperative that they understand whether your message, product or service is relevant (or otherwise of interest) to them.
Why you do what you do
Have you read Simon Sinek’s Start With Why? It is a powerful book that digs into the importance of a clear “why” for your business: In short, why you do what you do. “Why” statements are often quite personal and can help establish (and strengthen) the connection between your brand and customers. When this is clearly defined, it can be a powerful motivator for your employees. When it’s appropriately conveyed in your brand positioning statement (and subsequently, all your external communications), the results are often quite significant. Now more than ever, your customers want to share a connection with the brands they support.
Why your brand is great (aka, your differentiators)
We have found over the years that many brands can struggle with identifying their differentiators. Sometimes, what we think makes us different or better than the competition doesn’t resonate with our prospective customers. For your brand positioning statement, we recommend leveraging key stakeholders to identify how you view your differentiators internally and talk to your customers and employees to get their opinions about what you do better than the competition. This exercise can be valuable for B2B tech firms and completes the “essentials” of a strong brand positioning statement.
Our team can help you craft a strong brand positioning statement
When crafted with the lens and expertise that can only come from years of strategic public relations and communications experience, your brand positioning statement can profoundly impact the growth and success of your marketing, communications, and PR efforts. At Red Fan Communications, we have partnered with many B2B tech firms to develop their brand positioning and other strategic communications services. To learn more about the full scope of our communications services, contact our team today.
