Simply stated, brand positioning is the space that a given brand occupies in the mind of its customers or clients. What does your personal or company brand stand for? Where do you stand in the minds of their target market in relationship to your competition?
This is your brand position. In the commoditized world of real estate marketing, your ability to clearly define and effectively communicate your brand position is the most powerful way accelerate the pace at which you grow your business and you become the game changer.
In the fiercely competitive beer market, this recent campaign by Miller Beer was in our opinion brilliant. Created by DDB Chicago positions the age old slogan of Miller Beer "It's Miller Time!" as the original social media, is positioned as the antidote to collective social media.
The company’s research found that people will spend five and a half years of their lives on social media, and 50% of 21-to-27 year olds only meet up with their close friends a few times a month.
Take time to view the following 3 videos (total time 2 minutes and 2 seconds) Each makes a clear statement as to the difference between a few thousand followers vs a few friends called "Followers".
We also liked this video this 16 second video that made this subtle statement about online dating. This 16 second video is called "Swiping Left!"
And we wish you lots of HahaHa moments with your friends with this additional 16 seconds video.
To add to the campaign's momentum, the brand is "complementing this notion with a promotion that will reward drinkers who unfollow Miller Lite on Facebook and Instagram with free beer. Just text a photo or screenshot to an SMS short code and include keyword “Unfollow,” and the brand will send you a link to upload a receipt from buying some Miller Lite, and the brand will credit your PayPal account. Miller Lite is also taking two weeks off from any social media of its own.
Whether you are selling beer or real estate, you have to stand out in the minds of your clients. Taking command of how your personal or company brand is perceived in the minds of your target market is the essence of brand positioning. As a real estate marketing professional, if you do this right you can become the game changer in your marketplace.
What does Your Brand Stand For?