Positioning is the marketing strategy of making a brand occupy a unique space or position. This is relative to competing brands in the mind of the consumer. So for example, if your a designer who makes couture dresses, it’s likely you would want to position your brand as luxury. Why? Your dresses are hand made, bespoke, using the finest fabrics. The dresses are not mass produced or cheaply made. So when a consumer is thinking of your brand, you want them to also be thinking about Dior and Chanel. If the consumer thinks of your brand, then Matalan and Forever 21, then something has gone wrong with your marketing strategy.
I’m back again with another addition of Squad Goals. It’s been a while since I’ve shared the learnings and inspiration from my friends. If you are new to the blog, you can read my first Squad Goals post. I describe ‘Squad Goals’ as an aspirational term to describe what you, and your friends would like to accomplish together. We meet up every so often and discuss are pain points in our careers and pursuits, and give each other advice. This comes with deadlines, and we follow up the next time we meet. Why is this a great idea? It makes you accountable, and gives you the push to do the things you procrastinate on. I mean who wants to look like bread when you meet up with your friends who achieved their goals, and you didn’t. So why is all this important as an influencer?
Positioning as an Influencer or Creative
As someone who has experience working with brands and influencers (in my day job), I have some ‘tea’ to share. Now I’ve been blogging for almost two years now. If you checked out my post I linked above, you will see the difference and progress in my blog. It took me some time to find my voice, and to be honest I’m still working it out. One thing I quickly learned is that I need to think of myself as a brand. This was simply based on feedback from clients when we submit influencers to review for possible collaborations.
In my previous post ‘Accountable by Influence’ I talk about how as influencers, we should pay attention to what we put out there. You don’t know who might be watching. You also need to remember brands are watching you too. I read somewhere in a report, that 66% of marketers have implemented Influencer marketing into their strategies. This will explode even further this year. Now theres a new trend of the micro-influencer. So brands are watching you, looking to collaborate with influencers for PR, SEO and so on.
So in reference to the definition of ‘positioning’, a brand will perform a series of activities to facilitate how their brand is positioned. This includes working with influencers who ‘fit’ the brand, share the same values and has access to the audience they are trying to reach. So where influencers fall short sometimes is, working with every brand that makes contact. This is usually because brands are paying, and you need the money. You need to be mindful of your brand collaborations, which are essentially your associations.
To break it down further; If you’re a fashion blogger, one minute your writing about fashion next minute, Daz washing powder. It’s clear to the marketer that you’re in it for the money. In addition, if you’re approached by a fashion brand, lets say Whistles they would wouldn’t want you to style their items with something from Primark for example. If you always wear lower end of the high-street and wonder why Gucci isn’t approaching you – is because it affects their brand image and positioning. The consumer who shops at Gucci, is less likely to shop at Primark lets assume.
So How Do You Position Yourself?
Taking this all into consideration, the brands you decide to collaborate with affects how you position yourself as a brand. It’s crucial that your brand and positioning is clear to your audience across all your channels. So here are some steps:
Make a list of the brands you wish to work with and group them. This could be minimal brands, luxury brands or high-street for example.
Choose a Niche
Choose a ‘space’ you would like to occupy, and the type of audience you want to attract. This should also reflect the most desired group of brands you want to work with lets say.
Establish Yourself as a Brand
In marketing they say that people buy the brand, not the commodity. For example your baked beans must be Heinz, even though it was made in the same factory as Sainsbury’s basic. Branding can be so powerful when done right. Branding is the way in which your audience perceives you when they hear or think of your blog, and your content. Your brand encompasses your logo, tone of voice, videos and images and any other assets. Is it uniformly distinguishable from everyone else? You need to be self aware of the quality you put out there, and if its in aligned with your niche.
Don’t be Afraid to Say No
If you haven’t established yourself a strong brand, while you work on this, don’t be afraid to say no to opportunities. New bloggers always fall into the trap of saying yes to everything, and your message becomes blurry.
Blazer – Zara Sold Out (Similar)
Jeans – ASOS
Belt – Gucci
Bag – Louis Vuitton
Shoes – Gucci
Sunglasses – Prada
Amazing Photography – Burchardtlens