Top Tips and Tools for Digital Brand Positioning

In this blog series, I will be breaking down the key steps of brand building online, sharing simple digital marketing techniques and some great online tools to grow your brand or business online starting with digital brand positioning.

Step 1 is making sure you start with clarity of brand and purpose:

Be clear on what you are offering

This may seem more like branding 101, but diving into your digital marketing strategy without clarity will confuse your efforts and reduce the chances of success. Remember, digital marketing is where your creative strategy meets a series of algorithms, so the more specific you can be the better. And the less unravelling you will have to do if it does misfire. If you have all this in place, great, but there is still value in sense-checking if what you have established tallies with what we can learn online.

Soda drinks is an extremely broad and competitive category, with some very well known major players who have dominated the space for many years. Organic black cherry cream soda far less so, which makes for an easier route to success with a smaller budgetary requirement.

The top three results returned by Google on searching “organic black cherry cream soda”. Virgil’s own the space.

5 Digital Tools to Understand Your Brand

There are a wide range of Digital Tools, free and paid, which allow you to more holistically understand your product or service category, your position in that category, your competitors and the USP or niche that you want your brand to own.


Amazon’s once ground-breaking “people who bought this also bought” algorithm is still one of the best tools for evaluating where your product might fit into the marketplace:


Ubersuggest is ostensibly an SEO keyword tool used to evaluate URLs and terms for search performance. Use its Suggestions and Related keyword features to drill down beyond the obvious to find your niche:


AnswerThePublic is a keyword research and content ideas tool. Use to see how people are talking about your category, product or brand to refine your offering:


SpyFu lets you research the keywords & phrases used by your competitors. See what terms are best avoided and which they are underperforming on where you can stake a claim:

Google Trends

Google Trends shows you what people are actually searching for, let’s you compare terms and shows you related queries. Your customers looking for you in their own words:

The Post-It Test

Finally, you need to refine down and focus what you have unearthed in order to define a clear position. One way I like to do this when running workshops is by using Post-It (other brands are available) notes to write down all the possible scenarios and answers to a small number of key brand or product questions (see below), and then step back and remove the weaker propositions until what you are left with is the beginning of a brand blueprint.

For step 2 I’ll be showing you how to understand who your target consumer is and which digital channels you can find them on. Coming soon!

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

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