In real estate, they say that they key to success if location, location, location. In pretty much any sport, a team or athlete’s achievements are based largely on their ability to be in the right position at the right time. In war, an army’s position on the battlefield is the single most important factor in determining whether or not it can win.

In all of these cases, positioning is vital, and the same is true in business. In the world of marketing, it is known as brand positioning. Brand positioning is, in general terms, the goal of every advertising campaign: the special place in the market in which your company finds its niche. When your business has established repoire with it’s intended customers, and accentuated its qualities and values, than it has successfully positioned itself on the market.

Your brand positioning efforts, however, must be ongoing. From long before your business opens its doors, until the day it closes down (which hopefully never happens) you should always promote your company and it’s unique place in the world.

There are several steps to conducting an effective brand positioning campaign.

Determine where you are

Before you can decide where you want your business to be in the market, you first have to know where it is starting out at. Take a critical look at your current marketing technique, and how successful it is. Are you a new startup, with virtually no name recognition or consumer loyalty? Or have you established yourself on the market, and are looking to expand your customer base? Whatever your situation, be familiar with it so that you can determine how to proceed.

Determine where you want to go

Once you know where you are, you can figure out how to get where you want to go. If you are a new startup, then obviously the goal is to build your company’s recognition among potential customers. How do you do that? Well, there are a variety of techniques. Ads, of course, will be a central part of your strategy. Flyers and postcards, when directed at the right people, can also be effective. Business card printing, as old-fashioned as it sounds, is also a very positive option. Get good quality, color business cards printed and distribute them to target customers. Include information about your business, or even throw in some special offers, to further entice the customers to take a long hard look at your cards.

Keep moving towards your goal

Even when you know where you are and where you want to go with your business, you will encounter obstacles. It may seem like, no matter how hard you try, you just can’t introduce enough people to your company. It may feel like you will never position your business where you want it. The key is to keep plugging away, and constantly reevaluate your strategy. Don’t ever be satisfied.

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