There are books written about it: how do you choose the right positioning? And what type of brand name is the smartest choice? In the literature, an important step is consistently forgotten in this process. And if you forget this step before you have sunk your teeth into your brand positioning, you run an unacceptable risk that can have catastrophic consequences for your brand.
Why positioning?
With strong positioning you make your brand email leads distinctive. Of course, that goes much further than choosing a name. Positioning is about the reasoned choice which characteristics of the brand should be emphasized (Riezebos & Van der Grinten, 2022).
During a presentation about positioning I heard a nice quote:
Distinctiveness is no longer enough. It is about being incomparable. This is how unique your brand should be – Marieke Pijler
According to Alsem and Kostelijk (2016), there are 6 reasons that make it very important for a brand to have a clear positioning. Number 1: increasing competition.
And that sounds good, actually, I think: being incomparable among your competitors . If you want to achieve that, you need razor-sharp brand positioning. Fortunately, coms professionals and marketers have long been convinced that a strong brand is of inestimable value to your business.