But, as you start off your business, a genuine concern would be how would you sell your products? Will your tiramisu, red velvet cakes and salted-egg croissants be able to capture the hearts of the customers out there?
Remember, there are a bunch of other bakeries out there, which have been established for awhile – like King’s Confectionery, Secret Recipe and Rekindle. Why would others want to purchase your delicious pastries instead of the dozens of bakeries out there?
This is where Brand Positioning comes into play – providing your target customer’s reason to purchase your brand over the others.
Brand Positioning is the deliberate act of associating your brand with a distinctive place and value in the target customer’s mind. It is one of the most important steps to take when building your brand.
Your brand positioning should ensure that all brand activities have a common aim, which is guided, directed and delivered by the brand’s benefits or reasons to buy; and it focuses on all experiences the consumer has with you.
So, you would need to set yourselves aside from the crowd – stand out from the competitors.
In order to do so, you would need employ strategies that encompass several of these aspects to differentiate your brand (or in this case, bakery) from the competitors:
By properly managing these aspects, do expect good sales and bigger share of the market.
However, developing your positioning is not without certain pitfalls. You could end up with:
At the end of the day, if you were to get your brand positioning done right, your brand would be the one standing out in the middle of the crowd – amongst the many other brands out there.