Position A Brand Amongst Geo-Local Universe Of Consumers

Brand positioning is key to brand survival. I know simple, right. However, why is it that many geo-local brands fail? Oh this not to say that national brands do any better a job. Looking at geo-local brands that struggle, denote a lack of support for how the brand’s mission connects with target audience demands.

The key is Relationship Development. Relationship Development begins by understanding who your customer is, and how to divide into profile segments.

A Relationship Development game plan to emulate is:

• Define Your Audience
• age
• gender
• education
• ethnicities
• per capita
• circumference
• distance from brick and mortar
• delivery/shipping limits or restrictions
• Infer Audience Intentions and Behaviors
• appetite for brand
• brand ability to satisfy or fulfill
• What Are Your Consumer Roles and Personas
• competitive?
• methodical?
• humanistic?
• spontaneous?
• Calculate Your Online Audience Channel Consumption
• organic search keywords
• preoccupancy of social channel(s)
• paid lead models
  • search engine
  • social realms
• Desired Audience Action
• search and pull website
• click on a paid ad
• take a desired CTA

Eisenberg, Quarto-vonTivadar, & Davis (2008) back Relationship Development by understanding consumer audiences through funnel action process. For this helps a brand shape preferred movement through the funnel.  Additionally, it earmarks Website architecting, social engaging, and paid copy to satisfy consumer desires. Crux content can then move away from casted centricity, and instead move with the times of the target consumer. The benefited feature is now a brand can instigate its consumer segments through interplay. Put another way, your content fuses with psychographics (social message segmentation) to become dynamic rather than static. Dynamic brand content therefore intensifies ability to pull in desired consumer segments by designing attention plus interest focused around Relationship Development.

Desire though is guilt to justify spending, and needs to be first intuited by the consumer. You might ask then if the consumer has to initiate why would a brand want to move away from centricity? Simple, recognizing consumer segments and unraveling how to facet unknown desires permits a brand to seek out as well as revise unknown segment conceptions. Content development now shifts and keeps abreast of current thinkings of the target audience. Thereby, heightening consumer desire that persuades action. A brand now not only meets the desires of its audience, but can measure relevance effectiveness. That being the case, brand mission fulfillment lies in the hands of its consumers.

Satisfaction is the last phase in Relationship Development. Yet, it has nothing to do with what a brand says it is. For satisfaction, is what consumers say the brand is. It’s how well the brand listens, portrays, and presents advantageous value in the mind of its consumer segments. Satisfaction is what allows for a brand’s advocates to convey to other potential consumers your brand befits their desideratum while simultaneously defining trust that attracts community.

Additional Reading References:

Eisenberg, B., Quarto-vonTivadar, J., & Davis, L. T. (2008). Always be testing. Indianapolis, Indiana: Wiley Publishing, Inc.

Charlesworth, A. (2009). Internet marketing a practical approach. Burlington, MA: Elsevier Ltd..