When you fall down and get wounded, you ask for a Band-Aid. And in the morning, on your way to work the next day, you think of grabbing a Starbucks to get you awake and ready for the day.
These are two very good examples of brand positioning.
Brand positioning is a marketing strategy that involves you creating a unique distinction in the mind of customers with which your brand is associated.
There are various ways you can position your brand, and this article aims to break down the process of brand positioning.
What Is Brand Positioning?
Brand positioning refers to a marketing strategy that companies employ that involves creating a unique spot in the minds of their customers.
It involves creating a unique point of connection, something that customers will always associate with your brand.
Brand positioning is an effective strategy to stand out among other companies that offer the same product. Basically, it is you stating why customers should pick your company over others. It makes use of things such as branding colors, font style, images and visuals associated with the company, and packaging design.
Brand positioning involves the use of a brand positioning statement internally, and other marketing strategies externally.
What Is A Brand Positioning Statement?
A brand positioning statement is a summary that companies use to state their brand values and what it offers to a target market. It is usually only to be used internally, among board members and employees. A good brand positioning statement can however be shown to the public.
There are various reasons why brands carry out brand positioning, but the most important one is to occupy a clear conceptual spot in the mind of consumers.
Brand Positioning Strategies
Before you choose a brand positioning strategy, you should first try to answer the following questions.
- Who is your target audience?
- What does your target audience want?
- What are the abilities of your company or brand?
- Do you have the capabilities to consistently deliver on your chosen brand positioning strategy?
Some of the various methods by which companies can carry out brand positioning are:
Convenience-Based Positioning Strategy
Companies that choose this strategy will advertise their products based on how convenient it is compared to their competitors. This convenience could be in the location, ease of accessibility, or any other determining factor.
An example of a brand that uses this marketing strategy is Walmart. Walmart has a lot of retail stores distributed across the country hence it is closer to customers and more accessible to them.
Quality-Based Positioning Strategy
With quality-based brand positioning, companies tell consumers that their products are of the best quality among the rest. This can also serve as a justification for the high price of the products. When customers think of this company’s products, they think of the quality and in their minds, they think that the goods and services are worth the price.
If you decide to choose this strategy however, you have to be absolutely sure that you will be able to deliver. You cannot compromise on the quality of the goods and services provided, as this would have disastrous consequences.
An example of a company that markets its products with this strategy is Apple.
Customer Service Based Positioning Strategy
Customer service based positioning strategy involves marketing your company as the one that pays the most attention to customers and their needs.
If you decide to do this however, you have to be sure that your company is well-staffed and able to efficiently provide the required customer service.
Differentiation Positioning Strategy
Just as the name suggests, the differentiation positioning strategy markets products based on how different they are from the rest. With this strategy, your unique selling point is that your products are unique. It could be as a result of the use of a different technology, or the addition of more features.
This strategy requires a certain level of creativity, as you have to make sure that your add-ons are useful and will make an impact on consumers.
A good example of this is Tesla. Tesla is associated with innovative electric cars, and when it was established with the aim of satisfying consumers who love innovation and new technology.
Other brand positioning strategies include price based, social media, ‘first to do it’, and ‘most popular product’ positioning strategies.
7 Steps To Follow To Create A Brand Positioning Strategy
To create a brand positioning strategy, these are the steps you need to follow:
- Analyze your company’s current position in the market. This will enable you to remember what your company’s core principles are, and if you are staying true to those principles.
- Next, you need to assess your target market. You try to discover what their needs are.
- When you know the needs of your target market, the next step is to check your company’s capabilities. Are you able to meet these needs?
- You also need to assess your competitors and how they are performing in the market. How do your competitors meet the needs of the audience?
- Once you are done assessing all of these, it is time to create a framework for your brand positioning. Here, you draft out a rough plan to decide which strategy best suits your brand.
- The next step is to create a brand positioning statement. The statement you choose has to be different from your competitors, be something that your customers can identify with, and something that your company can deliver on.
- Once you are done with this, the next step is to implement your plans. Try to let the brand positioning statement reflect in everything the brand does – make it your brand’s personality.
Conclusion
Brand positioning is a marketing strategy that companies employ to attempt to distinguish a company from others in the minds of consumers.
Brand positioning is a presentation of a company’s value proposition, as it tells consumers why it is better than others in the market.
The process involves the use of an internal brand positioning statement and external marketing strategies to successfully the strategy.
When successfully done, a brand positioning strategy will make a strong impression on consumers and lead to improved brand performance.
FAQs
- How do I choose a brand positioning statement?
In choosing a brand positioning statement, you should aim to select one that equally communicates the values of the company and the goals it hopes to achieve. Choosing a brand positioning statement that does this will serve as a constant baseline that will guide all actions of company members.
- What is a good brand positioning strategy?
There are various brand positioning strategies, and only you can determine which one is best for your brand. Before you choose a strategy, attempt to analyze the needs of your target audience and how best to meet those needs. This will guide you to making the right choice.
- Can I employ specialists to carry out brand positioning for my company?
Yes, you can. If you do not wish to carry out the process alone, you can hire specialists with better insight into this process.