Brand Positioning
One of the most successful investors of the 20th century, Warren Buffett said it takes 20 years to build a reputation and five minutes to ruin it. “If you think about that,” he cautioned, “you’ll do things differently.” A strong brand is crucial for business success. Branding shows who you are, what you stand for, and how you’re different. It sets you apart from competitors. For conveyancers, branding can be…
ONE of the most successful investors of the 20th century, Warren Buffett said it takes 20 years to build a reputation and five minutes to ruin it. “If you think about that,” he cautioned, “you’ll do things differently.”
A strong brand is crucial for business success. Branding shows who you are, what you stand for, and how you’re different. It sets you apart from competitors.
For conveyancers, branding can be centred around things like services, price points, overall experience and location.
Brand positioning builds customer recognition, but it’s also important for other reasons.
MARKET DIFFERENTIATION
There are plenty of conveyancers around, but you need to show why your business is unique, why your services are better, and why you’re the obvious choice.
EASY PURCHASE DECISIONS
Conveyancing may not be a widely known profession, so it’s a great opportunity to tell potential customers exactly what you do when it comes to guiding buyers through the settlement process. Property laws can be complicated and while customers can do it themselves, any mistakes or oversights can be costly. Show what you can do for customers and why choosing you early on will help achieve a successful transaction.
VALUE CONFIRMATION
A strong brand position establishes the value and quality of your services. It should make customers want to use you, no matter what.
MAGNIFIED MESSAGING
A clear brand positioning statement can help you craft stories people relate to. Through your story, passion, and purpose for existing, customers can come to view you as the best choice. To build your brand position, HubSpot recommends these points:
- Big Idea: The core message that encapsulates why you exist, and makes you more identifiable to potential customers.
- Value Proposition: Clearly articulate why customers should choose you over a competitor.
- Target Audience: Identify and understand who your target audience is and frame your messaging accordingly.
- Mission Statement: This action-oriented statement declares your purpose.
- Tone of Voice: The personality/tone your brand takes on in all communications.
- Elevator Pitch: A short, memorable description of what you do and sell.
- Customer Touch Points: Your brand’s points of customer contact from start to finish.
