Strengthening of company brands and positioning

The positioning of a company forms the foundation for its success. It influences not only the marketing strategies but also the overall direction and development of the company. This tutorial aims to outline the benefits of a strong brand and discuss key questions that entrepreneurs should ask themselves to assess if their positioning is still coherent.

Main Insights

• A strong brand requires less marketing spending and generates more profit.
• Customer recommendations are crucial for the self-marketing strength of your company.
• The employer brand is just as important as the product brand.
• Differentiation from the competition is a must to avoid interchangeability.
• Long-term profitability depends on the diversity of your product portfolio.

Step-by-Step Guide to Strengthening Branding and Positioning

To assess the strength of your brand and the effectiveness of your positioning, you should go through the following steps:

Step 1: Check Growth and Profit

Start by analyzing if your company is growing and making a profit. This is the first indicator of a healthy positioning. Reinhold WD from the WD Group summed it up: "Everything that doesn't grow anymore, dies". Therefore, it is important to keep an eye not only on the profitability but also on the liquidity of your company.

Step 2: Measure Customer Recommendations

A strong brand is characterized by high self-marketing strength. Determine if your company is being recommended by customers. You can simply conduct a customer survey asking how likely it is for a customer to recommend your offer to a friend or colleague. A high recommendation rate demonstrates that your brand is well positioned.

Step 3: Analyze Employer Attractiveness

Consider if your company is attractive as an employer. This is crucial for attracting and retaining talented employees. Rating platforms like kununu offer insights into the perception of your company from the employees' perspective. A high number of positive reviews indicates that your company is perceived as attractive.

Step 4: Establish Clarity and Differentiation

Think about whether what your company offers is clearly understandable and distinguishable from competitors. Can you clearly communicate your unique selling points? Those who do not differentiate themselves are seen as interchangeable by customers. This often leads to price becoming the only competitive factor, which is not sustainable.

Step 5: Assess Future Viability of Your Offer

Evaluate if your company will still have competitiveness in five years. It is important to build a pipeline of future products or services. This protects against market fluctuations and ensures that you can flexibly respond to changes.

Step 6: Recognize the Impact of External Conditions

Reflect on the effects of events like the corona pandemic on your business model. How have the needs and behavior of your target audience changed? Companies that adapt quickly and implement digital solutions have a competitive advantage in times of crisis.

Step 7: Identify and Occupy Market Niches

Finally, it is crucial to find a niche or gap in the market that your company can fill. This allows you to differentiate yourself from the competition and be perceived as unique in your offering.

Summary

The positioning of your company is crucial for its long-term success. By answering the seven questions and applying the strategies discussed, you can secure the strength of your brand and promote future growth and profitability. Strategic handling of self-marketing strength, employer brand, and differentiation from the competition are essential components on your path to successful positioning.