12 October 2013 0 Comments

Brand positioning: why you cannot ignore… despite Al Ries’

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


Social Media , Thought Leadership, Brand Positioning, Content Management, Content Creation and Brand PositioningAl Ries and many other experts in this field had dominated the discussion up till early 21st century. Some of their principles are still valid but will require modification. Their philosophies were unquestionable words of gods then because they thrived when technology had not boomed. While we are not saying Al Ries and co are no longer relevant, there is need for adaptation otherwise the brand will soon go the way of Kodak and many others.

Brand communication professional of this age must hone his/her skills in technology based form of communication. Every age group is now embracing technology. The tool is now becoming a better form of communication which can reach anyone on the go. One of the best tools for brand positioning today is content publishing. It may come with its own challenges, demands but it is sure way of owning a portion of your target’s minds.

Occasional communication through regular media may not do the magic. Out of sight is now out of mind. You need to consciously and consistently gain the eyeballs as well as emotionally connect with them to remain alive in their minds. So whether you are a small company or Fortune 500, content is now a vital tool in ensuring your brand is better positioned. Here is why. Before we go ahead, we need to emphasis a need to discover, define and develop your brand positioning to get the best.

Phone enquiry is dying a gradual death: Like someone said ‘this point is visible to the blind and audible to the deaf’. Phone enquiry is now in comatose. In fact it is dead and long buried in some cases. If this only way your brand uses to remain in touch with your target, your brand is already in the dock.

Respect and authority is now earned: like never before, respect and authority is now earned. No one will give you either until you demonstrate you deserve it. When you push content that is relevant and of high value, it becomes easier for your name to be number one in their minds.

Thought leadership and mindshare are now synonymous with search engine: In addition to the above, strong positioning can be enhanced with online thought leadership building. This can be strengthened through high value content publishing. After a long while, your brand will gain a portion or take full control of your market. At the base of all this is what people can see or information the preferred Search Engine gives them. Without content, search Engine may not help you. There is no free meal with search engine result. You can pay for it through non-organic though. Even at that, it may be short term.

Consistent content publishing helps you stand out: The major secret which is obvious from the above point is that brand must be actively engaged in content publishing through several platforms that appeal to their audience. One caveat here though is there is high need for creativity and respect for every community member.

Increase visibility and enhanced Word of mouth advantage: If a brand does the above well, it is obvious the increased visibility and word of Mouth advantage will surely increase your brand’s memorability.

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