Discover how you can lift any brand through successful brand positioning. This guide is a gateway to the strategies and tools anyone can adopt to create better visibility in the digital arena.
If you’ve got a scratch on your arm and it’s getting dry, what do you ask for to relieve discomfort and keep it moist? Vaseline or petroleum jelly? We all know that most of us would ask for Vaseline because the brand has become synonymous with the product item itself. And that’s what we call brand positioning.
Leading companies like Vaseline created excellent brand positioning strategies. So remarkable that not only does everyone recognize the product, they also use the brand’s name to define it. This solidifies their dominance in the market and sets a benchmark for competitors in their niche.
Nowadays, we hear people discussing how brand positioning has become essential for a brand or a business’s success. After all, brand positioning creates the image that your customers have of you, or rather, call it the image that you want your customers to have. Thus, it becomes a crucial aspect of your marketing strategy, considering today’s “noisy” markets.
So, how about we dive into the details of what brand positioning is and how it influences a brand’s success? In this blog, we’ll explore the nitty-gritty’s of brand positioning. By the end of it, you will have a comprehensive knowledge of brand positioning strategies. And, if you own a brand and want to position it well, you will have a clear idea of how and where to start.
What is brand positioning?
It is all about the image that a brand creates in the context of the value it provides. Every brand is unique and created with a different ideology and values. That means its services or products convey a message that is, or at least should be, unlike any other. This stands true, especially if that business/person/brand wants to actually make a name for themselves.
Brand positioning is more than just a marketing buzzword. Instead, it’s the strategic cornerstone that determines how your brand is perceived in the minds of consumers. It’s about carving out a unique space in the market, differentiating yourself from competitors, and creating a compelling reason for customers to choose your brand over others.
Why is brand positioning important?
A well-defined brand position serves as the bedrock for all your marketing efforts. It provides a clear direction for your messaging, design, and overall brand identity. Without a strong position, your brand risks becoming lost in the noise, unable to connect meaningfully with your target audience.
Key benefits of effective brand positioning
Here are some key benefits that reflect why brand positioning is crucial today.
Differentiation
In a crowded marketplace, brand positioning helps you stand out by highlighting your unique value proposition. It is what makes your brand different and better than the competition.
Customer Focus
A strong brand position is centered around understanding your target audience’s needs, desires, and pain points. It ensures that your offerings align with their expectations.
Market Relevance
By clearly defining your brand’s position, you can identify opportunities and threats in the market, allowing you to adapt and stay ahead of the curve.
Enhanced Brand Loyalty
When customers understand and appreciate your brand’s position, they are more likely to develop a strong emotional connection, leading to increased loyalty and advocacy.
Pricing Power
A well-positioned brand often commands a premium price. Customers are willing to pay more for a product or service that delivers exceptional value and meets their specific needs.
Improved Marketing Effectiveness
A clear brand position guides your marketing efforts, ensuring that all your messaging is consistent and resonates with your target audience.
Stronger Employee Morale
When employees understand and believe in the brand’s position, they are more engaged and passionate about their work, leading to better customer experiences.
Brand positioning is an investment in your business’s long-term success. It’s about creating a lasting impression in the minds of consumers and building a brand that people trust and admire. By taking the time to carefully define and execute your brand positioning strategy, you’ll lay the groundwork for sustainable growth and profitability.
Let’s see some case studies of brand positioning to understand it better.
Brand positioning case study no.1
We are all too familiar with the famous Apple logo behind catchy phones and all those sophisticated laptops. What Apple lacks in size, since most of its cell phones are considerably smaller, it makes up in terms of high-end experience.
The brand positions itself in its niche market as an innovator, offering simple designs but consistent quality without compromise. This one fact helps Apple command a much higher price than its counterparts.
And if you’re once an Apple user, it is unlikely that you’ll switch to Android. This is the power of strong, consistent brand positioning.
Brand positioning case study no.2
When it comes to high-end brands, the next in line is the famous athlete and sports brand Nike. With a name coming from the Greek goddess of victory itself, Nike positions itself as the same: The harbinger of victories.
Now, doesn’t that instantly make you feel connected to the power of gods and goddesses? Nike has been inspiring athletes and sports enthusiasts with their “Just Do It” campaign. They offer qualities like motivation, determination, and the ability to overcome challenges.
And imagine, all this has happened with just a few words and a solid commitment to quality, doing exactly what they say.
Now, all of these brand position efforts start with a brand positioning statement. This statement reflects the image a brand wants to create in its audience’s eyes. It reflects the brand’s mission, vision, and story. So, let’s explore it more.
What is a brand positioning statement?
A brand positioning statement is a concise declaration that outlines your brand’s unique value proposition, serving as a strategic compass for all marketing and communication efforts. It acts as a blueprint for how you want your target audience to perceive your brand, much like how a PR firm like Impact Authority crafts a narrative to enhance your public image.
Essentially, a positioning statement answers three crucial questions:
- Who are you targeting? Clearly define your ideal customer.
- What problem do you solve? Identify the specific need or desire your product or service fulfills.
- Why are you different? Articulate the unique benefits that set you apart from competitors.
A well-crafted brand positioning statement is not a slogan or tagline. It’s a strategic document used internally to align teams and ensure consistent messaging. While it may not be directly shared with customers, it forms the foundation for all external communications.
How about understanding its significance through some examples?
Examples of brand positioning statements
Now check out some of the following brand positioning statements of renowned companies to really understand how effective they are and have been:
- Apple: “For individuals who want the best personal computing experience, Apple offers a user-friendly, innovative, and high-quality product line that leads the market in cutting-edge technology and design.”
- Nike: “For athletes and fitness enthusiasts of all levels, Nike provides innovative footwear, apparel, and equipment that inspires and empowers people to push their limits and achieve their goals.”
- Coca-Cola: “For consumers who want refreshment and enjoyment, Coca-Cola offers a wide range of beverages that deliver the perfect taste and a moment of happiness, embodying a rich heritage of quality and tradition.”
From these, you can clearly see the message that they are sending to their marketers and prospective clients. Success comes from following through on the promises made, and that is exactly what these brands have done.
To achieve this, brands need tailored plans of action that turn the ideas in the brand positioning statement into a reality. Such a plan of action is called a brand positioning strategy.
What is a brand positioning strategy?
A brand positioning strategy is a comprehensive plan that outlines how a brand will differentiate itself from competitors and occupy a distinct place in the minds of consumers. It involves a deep understanding of the target audience, identifying unique selling points, and crafting a compelling brand story.
This strategy ensures consistent messaging across all marketing channels and guides decisions about product development, pricing, and customer experience. Ultimately, a successful brand positioning strategy creates a strong and enduring connection between the brand and its consumers.
As a brand, you have different types of brand positioning strategies to choose from. You can also customize your own brand positioning strategy. It can be a combo of the standard types or something totally new. Anything that can draw attention to your product will work.
So, without further ado, check out some of the most common and well-liked brand positioning strategies to help you get started on your journey:
Customer service positioning strategy
Customer service positioning strategy is the process of defining how a company wants its customer service to be perceived in the minds of customers. The main idea is to be known by the audience for exceptional customer service.
It involves identifying unique service attributes, determining the target customer segment, and crafting a compelling service value proposition. By strategically positioning its customer service, a company can differentiate itself from competitors, build customer loyalty, and enhance overall brand reputation.
Let’s explore an example to understand it better.
Example of customer service positioning strategy
Zappos, an online shoes, apparel, and accessories brand, is a prime example of a company that has successfully positioned its customer service as a core part of its brand identity.
The brand is known for delivering “WOW” through customer service. They position themselves as a company that goes above and beyond to meet customer needs and expectations.
Zappos targeted online shoppers seeking a wide variety of products and exceptional customer experience. It offered free shipping both ways, easy returns, 24/7 customer service, and a culture of exceeding customer expectations. By emphasizing customer happiness and satisfaction, Zappos created a loyal customer base.
Today, if you ask anyone to give an example of a company with exceptional customer service, Zappos’ name will often pop up.
Convenience based positioning strategy
A convenience-based positioning strategy focuses on making a product or service as easy and hassle-free as possible for consumers. This involves highlighting factors like accessibility, time-saving features, and user-friendly interfaces. By emphasizing convenience, brands aim to attract customers seeking efficient solutions and simplify their lives.
Instead of making it too difficult, let me start this off directly by giving examples. I’ll share three to support and to nail the idea right.
Example of convenience based positioning strategy
Amazon is a prime example of a convenience-based positioning strategy. The company has built its brand around offering customers unparalleled convenience.
By providing a vast selection of products, quick delivery options, easy returns, and a user-friendly platform, Amazon has positioned itself as the go-to destination for online shopping. Their focus on convenience has made them a household name and a dominant force in the e-commerce industry.
By consistently delivering on these convenience factors, Amazon has cultivated a loyal customer base that relies on the platform for their shopping needs. This convenience-centric approach has been a key driver of Amazon’s immense success.
Cost effective positioning strategy
A cost-effective positioning strategy focuses on offering products or services at a lower price point compared to competitors while maintaining acceptable quality standards. This approach targets price-sensitive consumers who prioritize affordability without sacrificing essential features or performance.
By emphasizing value for money and competitive pricing, businesses can attract a significant customer base and increase market share.
To execute a successful cost effective positioning strategy, companies often streamline operations, optimize production processes, and explore cost-saving measures without compromising product quality.
Example of cost effective positioning strategy
Walmart, the retail giant, has built its brand around offering everyday low prices on a wide range of products. Thus, positioning itself as the go to brand if you want quality products at low prices.
By focusing on efficiency in its supply chain, bulk purchasing, and operational cost-cutting, Walmart is able to offer products at significantly lower prices than many competitors. Plus, Walmart’s private label brands, everyday low prices approach, and focus on essential items adds to this cost effective strategy.
This cost effective brand positioning has attracted millions of budget-conscious consumers and solidified Walmart’s position as a dominant force in the retail industry.
High quality positioning strategy
This strategy is for companies primarily focused on crafting the highest-quality products and services. It often involves meticulous attention to detail, rigorous quality control, and effective communication of the product or service’s superior attributes. High quality positioning strategy usually targets customers who are willing to pay more than usual for the quality they get.
It’s sort of like buying an experience. The higher the price, the worthier the experience. Brands adopting this strategy often position themselves as “luxury,” “high-end,” or “old money.”
Let’s see an example of a brand positioning itself based on the quality it provides.
Example of high quality positioning strategy
Think about a top quality watch brand. And, Rolex pops up in your mind. Rolex has meticulously crafted an image of unparalleled luxury, precision, and durability. Thus, being a classic example of high quality positioning strategy.
Rolex emphasizes its rich history and the meticulous craftsmanship that goes into each timepiece. The brand’s association with exploration and adventure reinforces its image of robustness and reliability. Plus, it maintains a level of exclusivity through controlled distribution and limited production runs, enhancing the perception of the brand as a premium quality item.
Rolex’s consistent adherence to these principles has solidified its position as a global symbol of luxury and quality, making it one of the most recognizable and aspirational brands in the world.
Unique selling proposition strategy
A unique selling proposition strategy centers on highlighting a specific characteristic or benefit that differentiates a product or service from its competitors. This distinctive feature becomes the cornerstone of the brand’s identity and messaging. By effectively communicating the USP, businesses can create a strong competitive advantage and attract customers seeking that particular value proposition.
To successfully implement this strategy, the USP should be consistently communicated across all marketing channels to reinforce the brand’s message. Additionally, delivering on the promised USP is paramount to building trust and loyalty among customers.
Example of unique selling proposition strategy
GoPro’s USP of capturing and sharing immersive, high-quality action footage has propelled it to the forefront of the action camera market. You’ll never see vloggers say, “I used my waterproof action camera to capture this.” You’ll always hear them say, “I used my GoPro to capture this.”
The brand has cultivated a strong community of users who share their experiences and content. This user-generated content showcases the camera’s capabilities and inspires others to capture their own adventures. This works as a unique selling proposition strategy for GoPro.
By consistently delivering on its USP and fostering a passionate user base, GoPro has successfully created a strong brand identity and solidified its position as the leading action camera brand.
So, we’ve explored different brand positioning strategies and their real-life examples. Now, let’s explore how to create such a strategy.
How do you create a brand positioning strategy?
To create a brand positioning strategy that effectively conveys your brand’s message, you need to ensure a few things. The first one is that you dig deeper into your brand or business’s ideology. No one can do that for you. Only you know exactly what unique value your product or service provides. It is the one that your business is centered around.
Then, you need to understand the target consumer/audience. Their dislikes and concerns should be clear so you can build your strategy around them. Finally, you should decide how to position your brand.
Which aspects will drive your media and marketing campaigns? What will your brand be known for? What things should come in your target audiences’ minds when they see your logo or hear your name? You need to find answers to these questions.
Once done, you can draft a stepwise process to develop your brand positioning strategy. That draft is known as a brand position framework. That’s what we are discussing next.
Key aspects of a brand position framework
Here is what a standard brand position framework looks like. You can follow it for developing a balanced and resonating brand positioning strategy.
- Determine where you stand
The first step is to determine or make sure what your current brand positioning is and where you really stand. See what your target audience thinks about you. See how your customers perceive you. Take into account your current standing in the market. This will highlight the things you need to focus on in your brand position endeavor. Newly launched brands can look for the latest trends and the preferences of their target audience.
- Get to know your competitors
Learn about your competitors’ products/services and what makes them different from yours. You need to know what you’re up against to actually strategize for success. Start by conducting market analysis, then move on to consumer feedback. As a brand, you don’t want to position yourself in a way that’s already being done. Copying others would have a negative marketing impact. Thus, you need to see what’s happening and then think of doing something different.
- Look inside your brand
By now, you know what your audience wants and what your competitors are doing. So, it’s time for some self-analysis. Figure out what makes up your brand’s essence. It includes all the feelings that you want to inculcate in the minds of your customers. Create a chart detailing these ideas so that everything is clear. This is where you identify the possible ways you can position your brand.
- See what makes you different
Then comes the unique value your brand brings. What is so good, so compelling about your brand or service that justifies that people should not look any further? You need to find that effective offer and then try building your brand image around it. It’s all about comparing, identifying, and then finalizing.
- Create your brand positioning statement
Using all the information and ideas you’ve gathered in previous stages, create your brand positioning statement. It must be tailored to your audience’s preferences. It should be unique and drastically different from your competitors. Yet, it should highlight your brand value, mission, and vision. Clearly define the image you want to build and what you want your brand to be remembered for.
- It is time to take action
With a finalized brand positioning statement in your hand, you now have to practically implement it. Decide how you’ll align brand positioning with your marketing efforts. Identify the channels you want to use to convey your message. Create compelling brand messages. But ensure your message is consistent. Plus, create your visual identity. At this stage, it is best to hire PR professionals. They can better guide you on how to successfully implement your brand position framework.
- Don’t forget to follow up
Now, you have to build a plan to ensure that you uphold the image you’ve created in the minds of your audience. Strategize how you’ll maintain that image. For that, keep analyzing your market. Keep communication channels open with your target audience and customers. Train your staff to handle media channels to reiterate your brand position.
Following such a brand positioning framework will make your brand positioning efforts much smoother. And with the help of a professional PR firm, you can reap the benefits more quickly. With that said, it is time to wrap up.
Conclusion
To wrap it up, remember that effective brand positioning is essential for carving out a unique space in a saturated market. It’s not just about being different; it’s about being strategically distinct.
So, regardless of what you’re offering and what your brand positioning strategy revolves around, the right positioning strategy can elevate any brand’s visibility. There is an influx of companies offering variable and sometimes similar services. Their superior customer service, convenience, cost-effectiveness, high quality, unique selling proposition, or savvy social media engagement can be their selling proposition.
By articulating and promoting its distinctive value, a brand may stand out from the competition, engage clients, maintain a loyal consumer base, and create a path for long-term success. Keep in mind that in the world of brand positioning, creating a strong brand identity that profoundly connects with your target audience requires attention to detail, coherence, and connection.
