How to create good brand to deepen market

All over the world, good brand positioning strategy requires looking both internally and externally. As matter of fact, findings by Yankelovich market research firm, revealed that, the average media consumer sees between 3,000 and 20,000 marketing messages per day, depending on how brands handlers qualify exposure.
Checks also show that, even at the low end of that exposure range, those numbers are far too great for any label, logo, or slogan to leave a significant impression. And this condition has not been created by the internet and ecommerce either. In fact, studies dating back to the 1960s indicate that people have been exposed to as many as 5,000 advertising messages per day since those early days of television.
Analysts believe that, the basic business takeaway is that marketing in today’s consumer society is excessively message-heavy and over-communicated; people swim in an ocean of advertising messages. So, advertising messages, in and of themselves, must really hit their mark if they want to carry any meaning at all.
This is also nothing new; in the late 1960s, the idea of market positioning was born to create a way for brands to cut through all the advertising clutter and reach an audience of people whose minds they do stand a chance of leaving an impression on.

Speaking on this issue, a brand management consultant, Bernard Okhakume, told The Daily Times that, “in brand building and positioning, you have to first of all, your business as a whole needs to be properly positioned, then your product or services portfolio needs to be positioned. Some companies fail to recognize that their own offerings need to “hang together” and make sense – relative to one another and to your business overall.”
According to him, “When a company has diverging offerings or brands, they might best consider two different company banners. Similarly, when companies try to extend the brand of a product in too many directions they can dilute the value of the offering and confuse the customer. With a product portfolio that makes sense, your business also needs to successfully differentiate each product from its competition.
“ Typically, there are three key dimensions to positioning: functionality, relevance and differentiation. When offerings are new (perhaps based on new technology) and not well understood, the positioning is around what the offering does (e.g., now you can watch movies in high definition). When offerings are commodities, the positioning is around your differentiation strategy, and in extreme cases, positioning around the emotional experience (e.g., a beer might claim to be the coldest, which is not actually a unique attribute of the product. It may then go further by putting a temperature gauge on the can to prove it’s cold.”
Also speaking on the issue, a brand expert, Adewole Okoya said, “the unfortunate reality is that no marketer has the power to position anything in the customer’s mind, which is the core promise of positioning. The notion that positions are created by marketers has to die. Each customer has their own idea of what you are.”
According to him, “Positioning is not something you do, but rather, is the result of your customer’s perception of what you do. Positioning is not something we can create in a vacuum—the act of positioning is a co-authored experience with the customers.”
He further disclosed that, “behind your positioning statement or tagline is your intention—how you desire your business to be represented to customers. Once the real role of positioning is understood, having a tagline or a positioning statement can be useful by clarifying your brand’s essence within your organization.”
By examining the essence of what you are and comparing it with what your customers’ want, the doors open to building a business with a strong positioning in the mind of the customer. Why? Great brands merge their passion with their positioning into one statement that captures the essence of both.
To position your brand in your customer’s mind, you must start from within your business. Every member of your organization that touches the customer has to be the perfect expression of your position. And, since everyone touches the customer in some way, everyone should be the best expression of your position.
Many marketers don’t have the clarity and conviction of following through on their words. Without certainty, you default to the status quo. Turn everything you do into an expression of your desired positioning and you can create something special.
This takes courage; to actively position your brand means you have to stand for something. Only then are you truly on your way to owning your very own position in the mind of your customer.