What is Brand Positioning?
Brand Positioning may seem like another one of those all too common fluffy marketing terms, but it’s actually a remarkably simple yet powerful tool that companies use to align their brand with their business goals.
Let’s take a look.
What is Brand Positioning?
To put it quite simply, brand positioning refers to the process of positioning your brand in the mind of your customers and understanding how to articulate your brand differences from your competitors.
The ultimate goal of brand positioning is to create a unique impression of your brand in the customer’s mind so that they specifically associate something with you.
Know your brand
To position your brand, you really have to know it. That’s right, every single inch of it and what makes it so different from its competitors.
Once you identify those unique assets, you can pick some specific positioning points.
Here are some of the positioning types.
#1 Quality Positioning
Let your customers know that they are investing in something that, in return, gives them quality like no other.
The quality of a given product is one of the most important components of a company or product brand and can be combined with other positioning strategies rather easily.
For example, some may say that Apple makes the best quality electronics.
#2 Benefit Positioning
If your brand offers a specific benefit to your customers, then you need to shout about it. When talking in terms of benefits, it’s always the customer’s benefit.
For example, Post-Its may be the best quality. They may have super sticky glue. The benefit to the consumer is that they stick longer and better, that’s a benefit to the consumer.
#3 Price Positioning
A high-priced item creates the psychological effect of value, whereas the low-priced item can play up the benefits of affordability
For example, WalMart positions as the best value.
#4 Purpose-led Positioning
If your brand has a clear mission, purpose-led positioning can be the strongest form there is, it allows customers to connect and share your goals.
For example, this is often used in nonprofits and NGOs who’s goal both as an organization and as a service is tied to that purpose.
If you want to discover more about these key elements read this great report from Handshake.
Strong Brand Positioning Examples
To help you gain a clearer understanding of brand positioning, we’ll take a look at some very famous brands who have nailed it!
They have successfully identified their uniqueness and they have communicated that to their marketplace with expert finesse.
Brand Position Checklist
So hopefully by reading this, you’re starting to recognize some famous brands out there and how they’ve positioned themselves.
“But how can I do that ?” I hear you cry, well here’s our essential checklist!
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Understand how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement – Coming soon how to create a positioning statement
So if today’s blog post has got you thinking about how your brand currently sits in the marketplace and you need a little help, why not would book a free 15-minute free discovery call now?
Make sure you’ve signed up to receive our Brand Scoop, coming soon how to create a positioning statement.
Gina Dunn is a brand strategist and her mission is to help business owners all over the world to break through their business barriers and realize their brand potential, sometimes for the very first time.
Did you know that brand-led businesses outperform their competition by 83%?
Get started by mapping out your very own brand strategy yourself with our Free DIY Brand Toolkit - get it here.