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      2025-05-05

      Your Guide to Brand Positioning
      If you’re running a small or medium-sized business (SMB) in Los Angeles, you already know how competitive the market can be. Whether you own a boutique coffee shop, a fitness studio, or an e-commerce brand, standing out from the crowd is essential. One of the primary keys to differentiating your business is through brand positioning. It’s not just about having a great logo or catchy slogan—it’s about defining what makes your business unique and why customers should choose you over the competition. In this guide, we’ll walk you through everything you need to know about brand positioning, from developing your unique value proposition to applying it across your marketing channels. Table of Contents: What Is Brand Positioning? Step 1: Identify Your Unique Value Proposition (UVP) Step 2: Define Your Target Audience Step 3: Craft Your Brand Positioning Statement Step 4: Build a Consistent Brand Identity Step 5: Apply Your Brand Positioning Across Marketing Channels Step 6: Measure & Adjust Your Brand Positioning Over Time FAQs: Brand Positioning Contact a Brand Positioning Agency in Los Angeles What Is Brand Positioning? Brand positioning is the unique space your business occupies in your customers’ minds. It’s what makes your brand memorable and sets you apart from competitors. For example, think about coffee shops in LA. You have Starbucks, known for consistency and convenience. Then you have specialty coffee brands like Blue Bottle, which position themselves as artisanal and high-end. Both serve coffee, but their brand positioning targets very different audiences. A strong brand positioning strategy helps you: Attract the right customers who connect with your values. Increase customer loyalty because people resonate with your brand. Charge premium prices when customers perceive you as the best option. Stand out in a crowded market, making marketing more effective. If you don’t define your brand positioning, your customers will do it for you—and it might not be what you want. Step 1: Identify Your Unique Value Proposition (UVP) Your Unique Value Proposition (UVP) is what makes your business different and better than the competition. To figure out yours, ask yourself these questions: What problem do I solve for my customers? What makes my business special compared to others in Los Angeles? What do my current customers love about my brand? What emotions do I want my brand to evoke? Example: A Local Fitness Studio If you run a boutique fitness studio in L.A., some of your competitors are big gyms with low membership fees. But your studio focuses on personalized training and community support. Your UVP might be: "Unlike large, impersonal gyms, our fitness studio offers small group classes and personalized coaching, so you get the support you need to reach your goals." This UVP highlights what makes this fitness studio different and why it’s the better choice for your target audience. Step 2: Define Your Target Audience You can’t be everything to everyone—the more specific you are about your audience, the stronger your brand positioning will be. How to Identify Your Ideal Customer Ask yourself: Who are they? (age, gender, income, lifestyle) What do they care about? (affordability, quality, sustainability, convenience) Where do they spend time online? (Instagram, YouTube, LinkedIn?) What problems are they facing that I can solve? Example: A Sustainable Clothing Brand If you sell sustainable fashion, your target audience might be eco-conscious millennials in LA who are willing to pay a little extra for ethical products. This means your brand messaging should emphasize sustainability, ethical sourcing, and quality over fast fashion trends. Step 3: Craft Your Brand Positioning Statement A Brand Positioning Statement is a clear, concise sentence that defines your brand’s unique place in the market. It should include: Who your target audience is What your brand does How you do it differently Why customers should believe you Simple Formula: "For [target audience], [your brand] is the [category] that [unique benefit], because [reason to believe]." Example: A Meal Prep Service "For busy professionals in Los Angeles, Fresh Meal Prep is the meal prep service that delivers healthy, chef-crafted meals tailored to your diet, because we use locally sourced ingredients and expert nutritionists." This positioning statement makes it clear who the brand is for, what it does, and why it’s unique. Step 4: Build a Consistent Brand Identity Once you define your brand positioning, you need to make sure everything about your business reflects it—from your visuals to your messaging. Brand Messaging & Voice Are you fun and playful (like a trendy coffee shop)? Are you professional and authoritative (like a law firm)? Are you warm and personal (like a family-run bakery)? Your tone and messaging should stay consistent across all marketing materials, social media, and customer interactions. Visual Identity Your brand’s colors, fonts, and logo should align with your positioning. For example: Luxury brands use sleek fonts and minimal color palettes (think black, gold, white). Eco-friendly brands often use green and earth tones to represent sustainability. Kid-friendly brands use bright, fun colors and playful fonts. Step 5: Apply Your Brand Positioning Across Marketing Channels Website & SEO Your website should immediately tell visitors: Who you are What makes you different How to buy/book your product or service Your homepage, about page, and product descriptions should all reinforce your positioning. Don’t forget to use SEO-friendly keywords to attract your ideal customers. Social Media & Content Marketing Your content should reflect your brand’s personality and values. Educational content (if you're positioning as an expert) Behind-the-scenes videos (if you're positioning as authentic and relatable) Testimonials and case studies (if you're positioning as trustworthy and proven) Advertising & Paid Media Facebook & Instagram Ads: Best for B2C brands targeting local customers. Google Ads: Great for capturing people already searching for your service. Connected TV (CTV) Ads: Ideal for reaching specific audiences through streaming platforms. Step 6: Measure & Adjust Your Brand Positioning Over Time Brand positioning isn’t a one-and-done deal. The market, customer preferences, and trends change—so your positioning should evolve too. How to Measure Your Success Google Analytics & Social Insights – Are people engaging with your brand? Customer Surveys & Reviews – What do customers say about your brand? Sales Data – Is your positioning driving conversions? If you notice a disconnect between how you position your brand and how customers perceive it, it might be time for a refresh. FAQs: Brand Positioning What is brand positioning, and why is it important? Brand positioning is how your business is perceived in the minds of customers compared to competitors. A strong brand position helps differentiate your business, build customer loyalty, and increase profitability. How do I determine my brand’s unique value proposition? Identify what makes your business different and valuable to your target audience. This could be your product quality, customer service, innovation, or a unique story that sets you apart. What are the key elements of an effective brand positioning strategy? An effective strategy includes a clear target audience, a unique value proposition, a consistent brand message, and alignment across all marketing channels. How does brand positioning impact marketing efforts? A strong brand position ensures all marketing efforts—ads, website content, and social media—are aligned with a consistent message that resonates with your ideal customers. How can small businesses in Los Angeles compete with larger brands? By focusing on niche markets, localizing messaging, and emphasizing personalized service, SMBs can carve out a strong, loyal customer base even in a competitive market. How do I measure the success of my brand positioning strategy? Keep track of customer perception through surveys, social media engagement, brand awareness studies, and sales performance. If your target audience recognizes your brand as intended, you’re on the right track. Can brand positioning change over time? Yes, as markets evolve, consumer preferences shift, and competition grows, your brand positioning may need adjustments to stay relevant. Regularly assess your strategy and refine it as needed. Contact a Brand Positioning Agency in Los Angeles Los Angeles is a fast-paced, competitive market, but a strong brand positioning strategy can help you stand out and attract loyal customers. Here’s a quick recap: Define your UVP – What makes you different? Know your audience – Who are you targeting? Craft a positioning statement – Be clear and concise. Stay consistent – Align your visuals, messaging, and marketing. Measure & adjust – Keep refining based on customer feedback. By following these steps, your SMB can build a powerful brand that customers remember, trust, and choose over the competition. Contact COLAB to start positioning your brand today!

      Marketing
      2025-04-15

      How to Write a 30 Second Commercial for the Super Bowl
      We previously wrote about using emotional advertising and storytelling to market your brand. In that article, we analyzed a Super Bowl ad and how it was written, but we wanted to break down more ads from 2025’s Super Bowl LIX. Emotional Advertising Refresher If you remember from the previous article, when writing a commercial like a Super Bowl ad, you want to identify how you want your audience to feel when watching your commercial. A lot of times this comes organically without having to think about it or even identify it, but a lot of times this is missing from big Super Bowl ads because they’re solely focused on coming up with a cool idea that features a celebrity. Here’s a list of common emotional motivators: Sense of belonging Stand out from the crowd Sense of achievement Attain success Have hope or confidence in the future Enjoy a sense of well-being Feel a sense of thrill Live up to my self image Sense of security Fear of missing out (FOMO) For example, Super Bowl LVIII (2024) Budweiser commercial, “Old School Delivery,” featured the emotional motivators “overcome life’s obstacles” or perhaps “succeed in life.” Storytelling Breakdown Refresher Next, you want to create a story with the following elements: Hero Goal Obstacle Attempt to reach goal Failure Climax Resolution In Budweiser’s “Old School Delivery” ad, the elements broke down this way: Hero: Beer delivery man Goal: Deliver beer to the bar Obstacle: Snow storm and closed roads Attempt to reach goal: Man uses horses to transport beer Failure: Gets lost in the snow storm Climax: Local dog shows them the way Resolution: Bar patrons get their beer While you can have popular, enduring commercials that don’t have these elements—such as Old Spice’s “The Man Your Man Could Smell Like” ad, Budweiser’s “Whassup” ad, or Wendy’s “Where’s the Beef?” ad—you are more likely to connect with your audience by using these storytelling elements. Super Bowl LIX (2025) Ads: Story Analysis Let’s take a look at commercials from the 2025 Super Bowl and break them down to see how they used these story elements. STōK Cold Brew Coffee, “Hollywood Magic” In this ad, Channing Tatum is brought into a soccer team’s locker room—Ryan Reynolds’ and Rob McElhenney’s Wrexham AFC in this case—to teach them how to do better celebration dances. He passes them STōK Cold Brew Coffee to get them energized. The story unfolds like this: Hero: Channing Tatum, dance instructor Goal: Get the soccer players to have better celebration dances Obstacle: Players are not good dancers Attempt to reach goal: Channing Tatum gives a demonstration of multiple dance ideas, each escalating beyond the one before Failure: After finishing his demonstration, the players appear stunned and even a little scared of the prospect of dancing this way Climax: One player drinks his STōK Cold Brew Coffee, the music kicks back in and they all start dancing Resolution: Channing tells the coach that they’re ready Budweiser, “Big Men on Cul-de-Sac”  In this ad, Shane Gillis and Post Malone help a neighbor make his lame party more exciting. Peyton Manning shows up to hang out, too. The story unfolds like this: Hero: Shane Gillis and Post Malone—neighbors of the lame party-thrower Goal: Make the lame party more exciting Obstacle: Lame neighbors who are busy with their day Attempt to reach goal: Shane and Post Malone shoot Budweiser beers to various neighbors using a leaf blower like a rocket launcher, with the beers functioning as invitations Each launch of the beer invitations escalates, from ringing a doorbell to landing in jello dessert Failure: [No failure in this ad] Climax: The party grows until all the neighbors in the area are there having a good time Resolution: A neighbor stands atop a boat and Shane tells him to get down because the HOA’s already breathing down his neck If they had wanted to work in a failure, the HOA could have shown up to shut down the party, then been given a beer to bring them into the fold, and have the party kick back into gear. Regardless, they had so much to work with, including Peyton Manning hanging out at the party, that the ad still works. Stella Artois, “David & Dave: The Other David” In this ad, David Beckham’s parents inform him about his twin brother he never knew about. The twin is in America, and David goes to meet and connect with him. The story unfolds like this: Hero: David Beckham Goal: Meet and bond with his twin brother Obstacle: His twin, Dave Beckham, played by Matt Damon Attempt to reach goal: David arrives at Dave’s house and tries to connect with him over food and sports Failure: David asks confused questions about the Buffalo wings, confounding Dave; Dave kicks a football, and David appears to question whether they can connect Climax: David notices that Dave gave him a Stella Artois beer and they bond over having good taste Resolution: David tells Dave about his soccer career Conclusion: Writing a 30 Second Ad for the Super Bowl When writing a 30-second commercial, whether for the Super Bowl or a local business, it’s ultimately about tapping into universal emotional motivators and crafting a compelling story that elicits that emotion. The best ads aren’t simply entertaining—they resonate with audiences by creating a hero, a goal, obstacles, and a satisfying resolution. If you’re looking to craft an ad that truly stands out, contact COLAB today. We’ll make sure your ad is an entertaining story that serves your brand’s goals.

      Marketing
      2025-04-15

      What is Streaming TV Advertising?
      For many years now, people have moved away from linear TV, such as the broadcast networks and cable TV. They now watch TV and movie content on streaming services more than ever before, including Netflix, Hulu, Disney+, and Amazon Prime Video. While streaming services initially touted their lack of advertising, all major streaming services now feature ad-supported tiers, or are completely ad-supported. This has created a huge opportunity for small to medium sized businesses (SMBs). You now have the ability to advertise your brand with compelling and entertaining ads, while targeting specific audiences, all at an affordable price.   What is Streaming TV? Streaming TV refers to watching television shows, movies, and videos through the internet, rather than through broadcast television, cable, or satellite. Popular platforms include Netflix, Hulu, Amazon Prime Video, Disney+, Tubi, Pluto, and a growing list of others. Viewers now prefer on-demand viewing, so they can watch content when it’s convenient for them. This shift has led to the creation of an entirely new form of advertising—streaming TV advertising.   Is Streaming TV the same as Over The Top (OTT) and Connected Television (CTV) advertising? Streaming TV, Over-the-Top (OTT), and Connected Television (CTV) advertising are closely related, but they have distinct differences.   Streaming TV advertising refers broadly to delivering ads on platforms that stream video content over the internet, such as Netflix, Hulu, or Peacock. It encompasses both OTT and CTV as methods of reaching audiences. OTT advertising specifically involves ads served on streaming platforms accessible via devices like smartphones, tablets, and streaming boxes (e.g., Roku or Apple TV). It’s a broader category, covering any internet-enabled device capable of accessing streamed content. CTV advertising, on the other hand, targets ads on smart TVs or TVs connected to the internet through external devices like Roku, Apple TV, Amazon Fire Stick, and Chromecast. It’s a subset of OTT, focusing purely on actual television screens.   What Is Streaming TV Advertising and How Does It Work? Streaming TV advertising allows you to place commercials on streaming platforms. Your ads play during commercial breaks in TV shows and movies, much like traditional TV ads have done for decades. However, streaming ads are more targeted and can be much more affordable, especially for small businesses. There are several types of ads on streaming TV:   Pre-roll ads: These ads appear before the content you want to watch starts. Mid-roll ads: These ads are inserted into the content at natural breaks. Post-roll ads: These appear after the content has ended. Display ads: These can show up as banners or overlays during the video.   This form of advertising allows for a more personalized experience because advertisers can target specific audience segments based on interests, demographics, and viewing habits.   Why SMBs Should Consider Streaming TV Advertising Audience Reach and Targeting Potential One of the main benefits of streaming TV advertising is the ability to reach a targeted audience. Traditional TV ads often cast a broad net, hoping to catch as many viewers as possible, but they don’t have the same level of targeting capabilities. With streaming TV, you can target specific groups based on factors like:   Age Gender Interests Location Past viewing behavior   For SMBs, this is a huge advantage. You no longer have to overspend on traditional advertising methods, essentially wasting a large portion of your budget. With streaming TV advertising, you can reach the right audience so your marketing budget goes further.   Cost-Effectiveness Compared to Traditional TV Traditional TV advertising can be incredibly expensive. Buying ad space on major networks or prime-time programming is often out of reach for SMBs. The beauty of streaming TV advertising is that it’s more affordable and offers better ROI. Because streaming platforms often charge on a cost-per-thousand impressions (CPM) or cost-per-click (CPC) basis, you’re only paying for the views or actions that matter most. This makes it easier to test your ads, track performance, and adjust your strategy as needed. You’re not just throwing money at something and hoping it works. You have the power to track your ad performance in real-time and optimize your campaigns accordingly.   Key Benefits of Streaming TV Advertising for SMBs Enhanced Targeting and Personalization As mentioned earlier, one of the standout features of streaming TV advertising is the ability to target specific audience segments. Platforms like Roku, Hulu, and YouTube provide advertisers with data on viewers’ behavior, allowing for hyper-targeted campaigns. This means you can reach people who are most likely to be interested in your product or service, ensuring your ads are not wasted on irrelevant audiences. Furthermore, with the ability to personalize your messaging based on demographic information, interests, or past actions, your ads will feel more relevant.   Real-Time Feedback and Optimization Another great benefit of streaming TV advertising is the ability to receive real-time data on your campaign’s performance. Traditional TV advertising often doesn’t allow advertisers to track immediate results, but with streaming TV, you can monitor key metrics such as views, clicks, and conversions as they happen. This gives you the ability to quickly adjust and optimize your campaigns, which is especially helpful for SMBs trying to maximize their budgets.   Increased Brand Visibility Running ads on streaming platforms can significantly increase your brand’s visibility. With millions of users watching content on platforms like Hulu, Roku, and YouTube, there’s a large audience for your brand to tap into. Plus, with better targeting and more affordable pricing, SMBs can make a real impact without the need for a massive budget.   Multi-Device Access Streaming TV isn’t limited to just one device. Viewers watch their favorite shows on mobile phones, tablets, smart TVs, and desktop computers. As a result, your ads have the potential to reach consumers wherever they’re engaging with content. This cross-platform visibility is a great way for SMBs to stay top-of-mind with customers on their preferred devices.   How to Get Started with Streaming TV Advertising 1. Choose the Right Streaming Platforms The first step in getting started with streaming TV advertising is choosing the right platforms. Popular options for small businesses include:   Netflix Disney+ Hulu: Known for its wide range of content and dedicated audience, Hulu TV advertising provides effective targeting options for SMBs. YouTube TV: A massive platform with great targeting and video advertising options. Roku: With a vast user base and targeting capabilities, Roku is one of the leading platforms for advertising.   Each platform offers different features, so it’s important to assess where your target audience spends the most time and choose accordingly.   2. Set Up Your Campaign Once you’ve chosen your platform, it’s time to set up your campaign. This involves defining your goals, creating your ad content, and deciding on your budget. Remember, small businesses often have limited budgets, so make sure you’re setting realistic goals and focusing on the most important metrics (such as conversions or website traffic).   3. Track Performance The great thing about streaming TV advertising is the ability to track performance in real-time. Make sure you’re constantly analyzing your data to understand what’s working and what isn’t. If certain ads or targeting options aren’t performing as expected, don’t hesitate to tweak your approach.   Tips for Effective Streaming TV Advertising Campaigns 1. Craft Compelling, High-Quality Video Content The quality of your video content is key to your campaign’s success. Make sure your ads are visually appealing, well-edited, and deliver a clear message. Remember, you’re competing for attention on a platform with lots of other content, so make your ad stand out.   2. Focus on Short, Impactful Messaging People don’t want to sit through long, drawn-out ads. Focus on delivering your key message in a concise and engaging way. Short, attention-grabbing content often works best on streaming platforms.   3. Test Different Ad Formats and Placements Experiment with different types of ads (pre-roll, mid-roll, post-roll) and placements to find what works best for your audience. A/B testing can help you optimize for the best performance.   4. Leverage Retargeting Retargeting is a powerful tool for SMBs. If a viewer has engaged with your brand—such as visiting your website—but didn’t make a purchase, you can show them an ad to remind them about your product or service.   Contact COLAB to Advertise Your Business on Streaming TV Streaming TV advertising creates a big opportunity for SMBs to reach a large, engaged audience without spending a ton of money. With its targeting capabilities, real-time feedback, and cost-effective pricing, it’s a great way for small businesses to increase brand visibility, drive conversions, and compete with larger companies in the digital space. If you need a TV commercial for your streaming TV campaign, or want to advertise on streaming TV, contact COLAB today.

      Marketing
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