eMarketing Brand Building - How To Develop A Great Brand - Marketing Position
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Develop Your Marketing Position
The way to develop your marketing position is by first writing a market positioning statement (which is loosely associated with your mission statement). A market positioning statement defines who you are, why you are great and why the world would be foolish not to beat a path to your door. It should be accurate, precise, written in the dullest, least creative manner possible and (the tough part) -- no more than two sentences long. This can be very difficult, as you will find, attempting to narrow down one or two sentences against which all of your marketing, advertising, product and/or services are measured.
A general rule of thumb to appreciate is, if this is extremely difficult ' you currently have no brand. You cannot begin to brand your company, products or services unless you can convey to any person, regardlessof knowledge or skill precisely what you do in simple plain language. Your brand is a clone of a market position, and creatively applied.
Nevertheless, remember: brand is synergy - the consistent creative execution of your strategic market position. Once you define your branding strategy, it has to be everywhere on your website. It needs to be in the navigation and usability of you website, the names of your categories, the means by which you present your goods to the public, your layout and even your chosen domain name.
Everything on your website -- and in your business -- should be branded, right on down to the design of the buttons on your navigation bar, and original graphical artwork. Consistency builds trust and when you build trust, you are building a great brand. Great brands increase customer loyalty, referral business, and even partnerships with like-minded businesses.
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