Marton's insights

Thoughts about marketing, branding and communications

The power of positioning lines

Marton Jakab of the MJ Marketing Group has been working with clients for more than 20 years. Throughout this time, working with hundreds of brands, one clear aspect of marketing has become clear to me. That a business needs a powerful and relevant positioning line that means something. That defines the business. That is a clear differentiator in the market place.

Positioning lines are NOT JUST WORDS under a logo. They are the foundations of your business. They make up the brand DNA of your identity and should be treated with the utmost respect. If you look around at positioning lines for businesses both small and large, not all are GREAT! They cannot all be the best. Some are more relevant than others. In fact, some of the best positioning lines are simple ones. Short and punchy lines that always sit with the logo making up the brand and talking to the consumer.

When I start working with a new client, I always start with the analysis of the market environment and then compare the positioning lines of each competitor. This gives me a good understanding fairly quickly on what each business is trying to be... or become. What personality they think they have, or what message they want to portray to their customers.

A strong positioning line complented with appropriate messaging and a consistent brand identity is a good formula to start with, when building a profile in your consumers mind.

If you would like the MJ Marketing Group to review your brand and its marketing strategies, please contact Marton Jakab on [email protected] or call 0414 431 010.

refreshing your business

There comes a time in any brands life, where you need to keep up with your competitors. And for that matter stay ahead of them!

Refreshing your brand and business identity does not always mean changing it completely. Reviewing it thoroughly and understanding your position in the market place is important to do. Can you keep going the way you are going? Is it worth a little investment into the future of your business or brand to understand where you stand in the market space.

If you would like the MJ Marketing Group to review your brand and its marketing strategies, please contact Marton Jakab on [email protected] or call 0414 431 010.

consistency in your marketing approach

Consistency in your marketing approach is an extremely important part of building a brand. People remember things for a long time.

Perceptions are extremely hard to change in today's competitive consumer environment. People are also spoilt by choice in every product category that you can think of. So many variables effect the decision making process of a human being. Things such as price, location, convenience, brand, perceptions, range, flexibility, adaptability, size, is the product bundled, compatability, colour, offer, promotions, speed, ease of use and so on.

So, this is why I believe, every time that a brand communicates with a consumer, it has to be consistent with the companies core values which is represented by an overall positioning. Many larger companies have brand guidelines that keeps the business on track. Great! This is a simple way to ensure that brands are kept honest. However, when you are a smaller business, things can get off track and this inconsistency is not good for the brand.

If you would like the MJ Marketing Group to review your brand and its marketing strategies, please contact Marton Jakab on [email protected] or call 0414 431 010.