Many outsiders and even business owners consider copywriting very narrowly - exclusively as the preparation of text content for websites and social networks. This is largely dictated by local specifics, the existence of exchanges with penny payment for primitive orders, and the provision of relevant services by low-skilled specialists. At the same time, texts and text content in Western countries are considered in a completely different way – more broadly: an element of the marketing component in order to increase profits, solve business problems, expand and segment the target audience, and develop the brand. For the latter area, brand positioning is an unconditional component. We are talking about how the business interacts with customers/partners/colleagues, what data it operates, how it uses communication and information channels (and not only on the Internet). An important point: brand positioning is related to its promotion, but it is not the same thing. In this article, we will tell you how texts and copywriting can help in brand positioning, being an integral part of branding.

 
How does brand positioning relate to its promotion?
The process of brand positioning is the formation of a certain image in the minds of the target audience (customers, partners, investors), which affects and influences the attraction and retention of consumers, and ensures long-term loyalty. Brand promotion, in turn, includes a set of marketing activities aimed at increasing brand awareness, forming a positive image and stimulating customer Activity. Ultimately, both of these areas are inextricably linked with making a profit. With the right approach, they can significantly increase this very profit (or not allow it to fall below certain set values).

For a better understanding of the features, we will give specific examples and comment on situations. For any brand promotion, you cannot do without advertising materials, content strategy, marketing occasions and events (activities) - all this is not an exhaustive list of the use of text content. Accordingly, for all this in one form or another, a professional copywriter (with the participation and interaction with specialized specialists/brand representative) prepares concepts, texts, formulations, phrases, and carries out a comprehensive study of brand positioning.

We pay attention to the comprehensive work on the positioning of any brand. It is impossible to do without texts and copywriting (in one form or another).
For clarity, here are several situations of incorrect brand positioning (there are much more of them):

use of text on profile pages that is not segmented by target audience – result: texts bring everyone in a row (with a very large dropout of non-target texts)
clickbait and inappropriate exaggeration in phrases, wording, headlines – the result: factual deception and misleading of real and potential consumers
Incorrectly worded brochures/materials: Result: Increased advertising campaign budget, wasting large amounts of money
use of incorrect headlines (texts, advertising messages, printed materials, signs and banners, etc.) – result: drawing attention and attracting attention to the service/product/place of another or incomplete group (TA)
Lack of a full-fledged and detailed analysis of the business before developing a brand positioning strategy – the result: shifted accents, misunderstanding of the company (its products/services/message/philosophy) among the target audience or incorrect perception
ignoring the development of a brand positioning strategy – the result: its absence or indicators close to zero