Brand positioning is a marketing strategy that helps businesses differentiate themselves by defining the space a company owns in the mind of a customer and how it differentiates itself from competitors. Fundamentally, brand positioning is central to marketing strategy. It provides the framework for strategic and tactical activities that will help an organization’s products and services stand out among the many options available to consumers.
Brand positioning establishes the difference between the company and its competitors. It also ensures that once target consumer sees a product, they will think about the company’s brand. As a result, you are demonstrating the value of your brand to your target audience.
To carve out a distinct market position, a niche market must be carefully selected, and a distinct advantage must be devised. “Brand positioning” is a medium through which an organization can communicate to its customers what it hopes to accomplish for them and what it wishes to mean to them. Positioning is the foundation for developing and expanding the necessary customer knowledge and perceptions. Effective positioning allows a company’s brand to stand out from competitors in the marketplace.
Why is Brand Positioning Important?
Your brand’s positioning has a long-term impact on your customers. The more positive they associate with your brand, the more likely they are to buy from you rather than your competitors. It is about communicating to the world what you bring to the table and, more importantly, what makes you unique. When you have the right brand position, it becomes the driving force behind your company, informing your marketing messages, the shape of your services, and even how you structure your pricing.
Brand positioning strategy improves the intuitiveness of your design
If you want to effectively communicate with your audience, writing copy is not enough. That is why, in this case, using imagery is a good idea. Brand positioning enables you to identify the foundational story as the starting point, allowing you to engage your target audience using colors they prefer.
Brand positioning strategy enhances the brand’s creativity
If a brand is able to develop an innovative and novel positioning strategy and execution, the brand is labeled as a “creative brand.” A positive positioning allows the brand to stand out among competitors, gaining a competitive advantage as well as increased market share.
Brand positioning on social media aids in the acquisition of new clients by providing tools
It contributes to the persuasive sales tools required by your business development team to nurture and close more sales. Unique brand positioning increases firm visibility and top-of-mind recall for prospects, helping to keep the competition at bay. That is why having a brand positioning strategy is essential. It adds value to your prospects’ lives, piques their interest, and ultimately persuades them to buy from you.
The pricing strategy is justified by the brand positioning process
Another advantage of this is that it assists the company’s management in justifying the pricing strategy. If the pricing of the brand’s products is high due to the features of quality and class, and it is formulated in such a way that highlights the factors of quality and class, the pricing part becomes automatically justified in the minds of the customers.
Brand positioning strategy helps to differentiate a company in the market
If your company operates in a competitive environment, you must concentrate on providing the best experience possible. This ensures that your products, services, and company offer a one-of-a-kind offering while also exploring niche opportunities.
Your message and story are amplified by the brand positioning statement
One of the most important aspects of this is that it assists you in identifying your brand’s image and ideas. You will be unable to communicate effectively with your target markets unless you understand your brand’s position. When you are able to effectively communicate your brand’s idea to your target market, you will be able to justify both your brand’s and your competitor’s position.
What is a Brand Positioning Statement?
A brand positioning statement is a one- or two-sentence statement that expresses your product’s or service’s distinct value to customers in comparison to your biggest competitors. In a short, concise statement, it explains what your brand does, who you target, and the benefits of your brand. The idea is to carve out a distinct niche for your brand in the minds of consumers within your category.
While you may sell to a broad market and provide a variety of benefits, your customers should be able to identify your one core differentiating benefit, which the other benefits support. A positioning statement is an internal tool that assists marketers in appealing to their buyer personas in an appropriate manner. It is an essential component of any brand positioning strategy because it creates a clear vision for your brand.
How to Create a Strong Brand Positioning?
Developing your own strategy entails delving into the nitty-gritty of your business and figuring out what you do better than anyone else. Discover how to create a clear, effective strategy that will help you stand out in a crowded marketplace, demonstrate your value, and attract more customers. Consider these suggestions for developing an effective brand positioning strategy that yields positive results.
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Assess Your Current Position
You can’t fully understand your market’s perception of you unless you know how they currently perceive you. Your current brand positioning can help you figure out where you should go next. To analyze your competition further, you must first understand your current position. To begin, look at customer satisfaction surveys and scores. If you don’t have this information, contact them and inquire. After that, decide on your mission, values, and what makes you stand out from the crowd. Lastly, assess your current brand persona and voice, as well as your value proposition.
Identify Your Direct Competitors
You won’t be able to compete until you know who you’re up against. As a result, the next step in a brand positioning strategy is competitor analysis. This research will assist you in determining what you can improve in your strategy to gain an advantage. Begin with a minimum of five and a maximum of ten top competitors. Examine their websites, social media profiles, and customer reviews.
Create a Brand Positioning Map
The goal of this step is to figure out which market positions are available in your industry. A tree can be mapped, listed, or drawn to accomplish this. Make a list of all of your products and services, as well as those offered by your competitors. After that, make a list of each item’s features and benefits. Finally, take note of the price points and types of customers who might be interested in purchasing them. Put your competitors on the map of brand positioning. To represent each, use a number or a letter.
The information you gathered in the previous steps will determine where you put them. A picture will emerge once you’ve finished your brand positioning map. There will be parallels between companies as well as product gaps. With new product offers, you might be able to find ways to generate new revenue streams. Keep in mind that the more precise your data, the more precise your positioning will be.
Define Your Unique Value
The key to brand positioning success is to present your brand in a way that corresponds to how your audience perceives it. Having a distinct value will set your brand apart from the competition. You might not be the best at everything, but that doesn’t mean you can’t concentrate on your strengths. Positioning your company’s products and services to emphasize its core values is a great way to establish your company as an expert in those areas while also demonstrating how they compare to competitors who specialize in something else. As you compare, take note of your unique offerings and dig deep to discover what you do better than anyone else.
Craft a Brand Positioning Statement
Now it’s time to write your brand positioning statement. What you do, why you do it, how you do it, and who you help are all summarized in a brand positioning statement. It will, in the end, back up all of your marketing messages and make all of your sales strategies more clear. Creating a positioning statement that gives the impression that your company is the only viable option for your target customers will result in more sales and revenue. Make a couple of sentences that describe your ideal customer. Make sure your branding complements your overall message and explains why people should choose you over your competitors.
Implement Your Brand Positioning Strategy
A brand’s positioning must be activated in order for it to be successful. Now that you’ve created your brand positioning statement, it’s time to disseminate it throughout your entire online presence. Keep it in the forefront of your mind. It should act as a compass for your entire life. Your positioning statement should be known by everyone in your company. You must create a positioning statement, brand messaging strategy, marketing message, and visual identity to put the intangible concept into words.
What are the Methods of Brand Positioning?
The act of distinguishing your brand from the other brands in your target market is known as “brand positioning.” When it comes to catering to the needs of the target market, this is often the most effective method. You’ll be able to connect with them more quickly and emotionally this way. There are numerous types of brand positioning, each of which serves a distinct purpose. The examples of popular brand positioning strategies listed below are designed to help you build a better brand for any need.
Quality-Based
One of the most fundamental types of branding positioning is quality positioning. Consumers want to know that your products and services are dependable, long-lasting, and cost-effective. When using this to target a specific market, you must emphasize the product’s durability. The higher the quality of a product, service or experience, the better the brand can use that quality to improve its reputation.
Price-Based
Pricing low has obvious revenue-generating benefits, but this is a long game that’s difficult to win and frequently necessitates mass scale. High pricing, on the other hand, establishes a high bar and allows the brand to move forward, even if messaging and quality must match the price. The wider the audience, the lower the price, while the narrower the audience, the higher the price.
Celebrity-Driven
Celebrities are used to promote your brand in this type of positioning. Using a world-class chef to promote your cooking product, for example, could be very effective. Using a celebrity’s popularity to gain instant recognition and awareness allows brands to reach out to fans who would otherwise blindly follow their heroes.
Problem And Solution
Many brands position themselves as problem-solvers for their customers in the marketplace. They accomplish this by identifying and then resolving as many problems as they can in their field of expertise as quickly as possible. People want to buy from companies that listen to their needs, which means that using problem and solution positioning can help you pinpoint those needs and use that as a competitive advantage in brand positioning.
Benefit Based
Highlighting the best features of your products is one of the most common ways to market a brand. In fact, brands have used this brand positioning strategy for generations. This is common, particularly with smartphones and data plans, with providers emphasizing everything from product features to excellent customer service. The target market is attracted to your brand because of the potential benefits that your product or services can provide.
