Positioning is the place a brand occupies (or aspires to occupy) in the minds of its long-term consumers. A concept that may sound very simple and when it comes time to implement it, it turns out to be more complex than we imagined. But don’t despair! We are going to guide you step by step to help you position your fashion brand in the online market.
The reality is that all brands want to position themselves in a positive and exclusive way in the minds of potential customers, so it is essential that you take this into account when thinking about the dissemination strategies for your business.
The 3 necessary steps to define the positioning of your brand
It’s all about definition: pay attention!
1- Define your target audience: it is essential that you know who you want to communicate with, that is, who your ideal client is. Dedicate the necessary time to and ensure that your brand message reaches the desired port.
2- Define the type of positioning: If your business has a competitive advantage that differentiates it significantly from other brands, then don’t hesitate and define the strategy based on that differential that makes it unique.
The online store is characterized by selling party dresses with a unique design that many famous people choose to wear for big events. In this way, it is positioned in the world of celebrities as an aspirational brand for both celebrities and women who want to dress like this at their own events.
If instead you believe that the difference between the competition can be made by the price of your products, make an effort to highlight the positioning from that place.
3- Define positioning in one word: Yes, you read that right! Two are not worth, it has to be one. Why? Basically because and the audience has shorter and shorter attention spans.
The ideal is to first summarize the essence of your brand in a sentence and then turn it into a word. Look at this example from Apple: its phrase would be “Apple makes technology so simple that everyone can be part of the future” and the word that defines its positioning would be “Simplicity”. Did you see how the word that defines positioning gains power?
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The importance of promoting your brand correctly
Once you have defined the positioning of your brand, you are ready to start thinking about its dissemination. And what exactly do we mean by diffusion?
Spreading your brand encompasses a process of communication and acceptance of the product by the market over time. It implies publicizing the existence, details and advantages of your products through different expansion channels.
Do you want to know how to achieve it effectively in practice? For that, we share with you the advice of a branding specialist: Florencia Malerba, Brand Defender at Tiendanube, tells us what the keys to successful brand dissemination are. Take note!
- Have an attractive and easy-to-navigate website: the simpler and more intuitive the navigation on your online site, the better the shopping experience for users, which will generate more confidence in your brand.
Trust is a fundamental pillar when it comes to positioning yourself and one of the fundamental elements to generate that trust is that the shopping experience is transparent and the payment process works perfectly, with no margin for error. Tiendanube, for example, offers (they adapt to any mobile device!) fully optimized to provide the best shopping experience.
- Work on the SEO of your online store: (Search Engine Optimization) refers to positioning in search engines, and its objective is to improve the visibility of a website in the organic results of search engines such as Google.
The more time you spend optimizing your store, the easier it will be for users to find it on the internet, which will allow you to attract more traffic to it and, with it, more possibilities to sell.
If you want to learn more about SEO, do not hesitate to enter our article: .
- Generate valuable and useful content for your potential customers: it is important that what you spread in your store is related to your product and brand. The more valuable the information you share, the easier it will be for your potential buyers to get to know you and clear up any doubts when buying from you. If you want to learn more about how to get the most out of this resource, take a look at these .
- Stay active on social networks: currently, they are one of the most important and massive means of communication. Thanks to social networks it is possible to establish direct and reliable relationships with users, that is why you should take advantage of their diffusion power to show your products to thousands of people! We leave you with more tips so that you can apply them on your social networks: .
- Advertise online: Facebook Ads or Google Ads are tools that will allow you to expand the reach of your brand and reach more people. This translates into more chances of sale.
The opinion of your customers also adds up!
Our branding specialist also considers it fundamental in the dissemination strategy to take customer opinions into account: “they are essential in the positioning process, since they are the most important link. Firstly, because they will help you improve your products and brand, and secondly, because their comments will be exposed to other people who could become loyal customers thanks to them. The more positive ratings you receive, the more confidence you will inspire.”
In Tiendanube, for example, you have , an application that allows your customers to give their opinion about your products and leave a rating. This allows you to improve communication with your customers, help them guide their purchase and also gives you the opportunity to improve your products based on user feedback.
Are you ready to boost the positioning of your fashion brand?
If you want, we’ll give you a 15-day trial so you can see how easy it is to have your own fashion ecommerce. Cheer up!
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