{"id":4623,"date":"2023-09-11T17:15:03","date_gmt":"2023-09-11T17:15:03","guid":{"rendered":"https:\/\/www.tvgla.com\/viewpoint\/?p=4623"},"modified":"2024-04-16T20:27:47","modified_gmt":"2024-04-16T20:27:47","slug":"is-your-product-positioned-properly-for-performance","status":"publish","type":"post","link":"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/is-your-product-positioned-properly-for-performance\/","title":{"rendered":"Is Your Product Positioned Properly for Performance?"},"content":{"rendered":"\n

Within direct-to-consumer marketing, there\u2019s a constant battle between brand identity<\/strong> and ad performance<\/strong>. One side is trying to build a long-term brand, and the other is trying to close the sale. Both are vital of course! But if you focus too much on the latter and neglect the former, the messaging will begin to diverge, harming your brand and<\/em> performance in the long term \u2013 and nobody wins that battle!<\/p>\n\n\n\n

So how does this happen?<\/p>\n\n\n\n

One way is that you or your marketing team hasn\u2019t taken the time to absorb the brand identity and consider how that brand is best delivered in the sales funnel. Making decisions to sell your product without fully considering the brand identity can potentially create short-term gains, but they won\u2019t last, because brands matter, now maybe more than ever! With new products able to enter the D to C market and target your consumers easier than ever, you better have a strong brand that consumers recognize and respect. <\/p>\n\n\n\n

\n

No matter how it happens, scoring short-term conversions at the cost of long-term brand credibility isn\u2019t worth it.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Even if you\u2019ve held true to branding before starting a campaign, it\u2019s possible that, over the course of many campaigns, you\u2019ve made small changes here and there to score short-term conversions \u2013 which, over time, can cause the messaging to diverge from the brand guidelines. We like to call this \u201coptimization creep,\u201d and it can result in erosion of your brand identity.<\/p>\n\n\n\n

This can especially be an issue when you are promoting a sub-brand that has to level up to a main brand. For instance, NBA League Pass, the NBA\u2019s streaming product, is a sub-brand to the NBA itself. You can\u2019t market League Pass without keeping the NBA\u2019s brand identity sacrosanct. While working to convey the specific offer and value proposition of League Pass, failing to follow NBA brand guidelines could ultimately hurt the entire brand, even if it creates some short-term subscription success.<\/p>\n\n\n\n

No matter how it happens, scoring short-term conversions at the cost of long-term brand credibility isn\u2019t worth it.<\/p>\n\n\n\n

So how do you avoid this fate? <\/p>\n\n\n\n

Step 1: Branding: Understand the Big Picture <\/strong><\/h3>\n\n\n\n

Prior to creative production (and at the start of each campaign), make sure you and your marketing team deeply understand the big picture of your brand. Make sure the following points are shared, understood and reviewed:<\/p>\n\n\n\n

    \n
  1. What is your brand\u2019s mission statement? <\/li>\n\n\n\n
  2. Who is your target audience?<\/li>\n\n\n\n
  3. What\u2019s the tone of voice?<\/li>\n\n\n\n
  4. What are your high-level messaging principles \u2013 i.e., what is the crux of your overarching message?<\/li>\n\n\n\n
  5. What are the visual guidelines that define your brand?<\/li>\n<\/ol>\n\n\n\n

    Step 2: Positioning: Define Your Offer<\/strong><\/h3>\n\n\n\n

    Additionally, at the start of (and throughout) each campaign, consider and review these points.<\/p>\n\n\n\n

      \n
    1. What are you selling?<\/li>\n\n\n\n
    2. Who is your target audience?<\/li>\n\n\n\n
    3. What is your objective? What are the short- and long-term results you\u2019re looking for?<\/li>\n\n\n\n
    4. How are you selling the product? I.e., what\u2019s your value proposition?<\/li>\n\n\n\n
    5. Do the copy and visuals satisfy your objective, and do they also align with your visual brand guidelines?<\/li>\n<\/ol>\n\n\n\n

      Step 3: Does your positioning match your brand messaging?<\/strong> <\/h3>\n\n\n\n

      Look at your answers to Steps 1 and 2, and make sure they align.<\/p>\n\n\n\n

      Step 4: Trust the process.<\/strong><\/h3>\n\n\n\n

      Knee-jerk reactions or rash creative changes can eventually lead to diverging strategies, but when you properly apply branding into the sales funnel, it drives the best results. Always run all creative updates and optimizations through your branding guidelines and positioning strategy, and don\u2019t stray. Because when brand and performance get along peacefully, everybody wins.<\/p>\n","protected":false},"excerpt":{"rendered":"Four steps to get results and uphold your brand\n","protected":false},"author":1,"featured_media":4624,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-4623","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"cs-entry","9":"cs-video-wrap"},"acf":[],"yoast_head":"\nIs Your Product Positioned Properly for Performance? - TVGla :: Performance Creative with Brand Appeal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/is-your-product-positioned-properly-for-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Your Product Positioned Properly for Performance?\" \/>\n<meta property=\"og:description\" content=\"Four steps to get results and uphold your brand\" \/>\n<meta property=\"og:url\" content=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/is-your-product-positioned-properly-for-performance\/\" \/>\n<meta property=\"og:site_name\" content=\"TVGla :: Performance Creative with Brand Appeal\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-11T17:15:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-16T20:27:47+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/wp-content\/uploads\/2023\/09\/is-your-product-positioned-properly-for-performance.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"TVGla\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"TVGla\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/is-your-product-positioned-properly-for-performance\/\",\"url\":\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/is-your-product-positioned-properly-for-performance\/\",\"name\":\"Is Your Product Positioned Properly for Performance? 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