Positioning is not only the name and logo of the company, but also what the client associates it with. To build the right position, it is not enough to say something like "We are the best, and we have no competitors!" You need to find a suitable specialization and something that will make you stand out from the crowd. You do not need to get hung up on one option, it is better to make a truly original offer that will hook and focus attention only on your product or service.
Be good to everyone
A common mistake businessmen vk data package make when choosing a position is trying to please everyone. Don't be afraid to filter out unnecessary people and choose those who will be more convenient to provide services to or sell something to. Many people think that the outflow of the audience inevitably leads to a decrease in income. However, this is a misconception. An example is two opposing brands - Coca-Cola and Pepsi: the second chose to promote a young audience, and the first focused on the family format.
In addition, there are many cases where well-known companies started producing consumer goods, trying to update their clientele, but lost quality.
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Inconsistency in the implementation of positioning
Sometimes, even with a well-developed positioning, businessmen cannot sell their concept correctly. In advertising, they regularly boast about the advantages, make offers that cannot be refused. From a marketing point of view, this is a strategically incorrect move. People value stability, it is this that allows information to be fixed in the mind and even deeper. Your brand should become the embodiment of specificity, reliability and simplicity for people.
Orientation to your taste
Often, when creating a trademark, businessmen are guided by their own preferences, advice from relatives and friends. This tactic is suitable for local companies that are designed for you and your environment. For expansion, you need to take into account the tastes of other people, because they will buy everything you need from you and bring you profit. To get rid of doubts when forming an assortment, conduct testing with the buyer. This step can protect you from mistakes.
Neglect of legal protection
Creating a trademark is half the battle. Then it needs to be protected. Many entrepreneurs overlook the trademark registration procedure, which is their big mistake.
Neglect of legal protection
The fact is that if you have a brand name, it will be easy for dishonest competitors or scammers to counterfeit your product and pass it off as their own. In order not to waste time and effort, register your brand with Rospatent.
Creativity for the sake of creativity
Creative is good, but only the one that works for the benefit of the brand, and does not sink it. First, complete the positioning stage, and only then start working on creative.
Short term
In order for a trademark to exist for a long time, it is necessary to develop an abstract idea. The expansion of the product range and the possibility of entering new markets must be taken into account.
Brand "on the table"
The main mistake that prevents a trademark from becoming a brand. The idea must be embodied not only in the name and logo, but also in all interaction sources.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations wit