Everyone Needs Traffic: Manual Podcast

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At the end of the 2010s, many companies were graduallycleared of outdated legends and invented brand stories, a wave of rebrandingand positioning changes swept through. Positioning, or positioning statement,is a capacious statement that reflects what you do and how you differ from yourcompetitors. This is what you say about yourself to your target audience, whoyou are in the minds of buyers. That is why many brands then, in thepost-Soviet period, when it was fashionable to surround themselves witheverything that was “not from Russia”, formulated their positioning with aforeign legend.

In essence, positioning is the basis of the business andstrategy Australia Phone Number List of a brand or company. Proper positioning should resonate with thetarget audience, be close and understandable to him, cause a desire to beinvolved in it. Therefore, the development of positioning is always preceded bypreparatory work in terms of segmenting the target audience and researching itsinsights, desires, pains and needs. As the saying goes, if you're good foreveryone, you're good for no one . The business results that this or thatcompany shows demonstrate how well the brand knows its customer, its values,and visual range.

The reality is that the buyer very often does not thinkabout the country of origin of the brand and its products. He usually looks attwo things: the first is the criterion of popularity: the brand is heard, thesecond is the criterion of "responding to expectations": pricesegment, visual compliance with the characteristics - "beautiful","modern", etc. In the second case, we work with the emotional aspectof perception, which is associated with brand positioning. When building a newor changing the current positioning, it is also important to take into accountthe context of reality in which it will “live”.