Brand Positioning
Have you ever wondered how Apple grew to become a valuable brand? Did you know that a 1.8 trillion dollar rise in the value of their brand was attributed to name recognition? Understanding your target market’s requirements and desires is crucial to brand positioning. It complements your overall brand strategy by providing a unique differentiation from your competitors and an added dose of value to your customers.
Establishing your brand positioning before attempting to market your new business or product is critical. Is your brand considered luxurious? Affordable? Is the Luxury available at a reasonable cost? Setting the correct brand positioning will define your image in the minds of your target customers. This post will help you understand the significance of brand positioning and how you can benefit from it.
Defining Brand Positioning
Brand positioning is a strategic process that informs the world about what you want to be known for, how you want to be perceived, and how you want to be discussed. The goal of brand positioning isn’t just to get people’s attention; it’s to keep their attention. It’s also about enhancing your customers’ experiences by explaining why they should choose your brand over another. It is the mental image of your company that you want them to have when they think of it, and you must constantly improve it.
Brand positioning is a set of ideas that help you define how customers will perceive your brand. It’s also a set of ideas that enables you to decide how your employees want to be perceived.
To understand what this means, let’s imagine a scenario: You’ve decided to start selling products online and have created fantastic ad campaigns that combine the best practices in advertising, SEO, video content, and more into one neat package. The next step is finding out who should see this ad; this is where the importance of brand positioning comes into play!
What is the significance of brand positioning?
The answer is simple: it is the cornerstone of your entire marketing strategy. Customers will have no reason to choose you over other companies in your industry unless you have a clear, concise, and consistent message about what you do. The positioning of your brand is the most crucial aspect of it. It’s how you want your clients and coworkers to perceive you. Getting it right before moving on to other branding decisions is critical.
How a brand’s voice and identity influence brand positioning
Amazon, Google, Coca-Cola, Apple, and Microsoft, whether written or spoken, each of these brands has a distinct personality. For example, I’m sure you can imagine Amazon’s Alexa as having a friendly personality and cute voice. Or, when you think of Starbucks, you probably imagine a friendly barista with a deep American accent serving you your liquid breakfast with a warm smile. Brands have images that follow them everywhere and are made up of everything they ever say or sell — even if it feels like it can be hard to pinpoint! Do you know how effective your brand voice is?
When we look at some of the most successful companies, their brand is powerful. It’s almost as if they have a magnetic attraction to people. Their brand voice can change people’s behaviors and helps them come up with products that can build a loyal customer following. Creating effective marketing communications all comes down to leveraging your brand voice in everything you say.
Brand identity refers to the sum of all aspects of a business that identify it as unique or distinctive. Brand identity is influenced almost entirely by-product and the services you offer and includes everything from product design, marketing materials, and commercials to office interiors and packaging. But, brand identity goes beyond your physical business; it also encompasses the emotional aspect of what makes your customers view you positively or unfavorably. It doesn’t have to be a long process, but you should take extra precautions to ensure that your finished output reflects well on your company.
Factors to consider when establishing a brand’s voice, identity, and positioning statement
To develop strong brand identities, consider how you want your brand to stand out in the market. Here are a range of approaches to reflect on:
– Consider what distinguishes your business from the rest. What distinguishes it from its rivals? Who does it draw in? When someone uses or works with your product, how does that person feel about themselves?
– Think about how you want your customers to feel when they see your logo or hear your company’s name—do you want them to feel welcomed? Exciting? Serious? These emotions will influence how you communicate with them through marketing materials such as logos and ads. As well as how people perceive those images even if they aren’t actively paying attention (for example, If someone notices something familiar while scanning an advertisement, he may think, “I’ve seen that logo before.”).
– When you think of the best brands in the world, it is easy to see that they all have something in common. They all focus on being meaningful and offering a new or novel perspective, service, or product. Nonetheless, each brand has distinguished itself in some way that sets it apart from its competitors and establishes it as a category leader. A positioning statement is the ultimate tool you can develop to lead your branding efforts.
A positioning statement is a one-two punch that distinguishes you from your opponent. It conveys to your clients the following information: “I’m not like the other options out there,” it says, referring to a widget or a freebie in the box. I’m what you need, even if you aren’t aware of it.”
Types of brand positioning strategies
Quality Positioning
Brand quality is a marketing strategy that promotes the value and consistency of your products and services. You can use this positioning together with other brand marketing strategies. Customers want to know that your products and services are dependable, long-lasting, and well-priced. If you’re in a low-competition business or trying to win over clients in a high-competition market, brand quality can also be employed to help you stand out.
Value or Price Positioning
If we asked the ordinary individual what they think about Gucci, they would most likely respond with “Fancy” or “Expensive.” If we asked them why they believe that, they would tend to respond with an answer along the lines of: “Because it’s so expensive.” Contrary to popular belief, a high-priced item provides a psychological sense of worth, while a low-priced item can stress the benefits of affordability.
Benefit Positioning
You’ve probably heard of a benefit positioning strategy for the products you sell in your eCommerce store. So, what precisely does it mean, and how can it function? Benefit positioning identifies the advantages and benefits that a product or service can solve a consumer’s needs. In other words, it allows us to understand what a particular product can do for consumers and why they may need it.
Celebrity-driven Positioning
Celebrity-driven branding is a powerful form of advertising that has fueled the rise of brands like Coca-Cola, Porsche, and Rolex. Celebrities have been using their fame to sell products since the beginning of marketing. The usage of celebrity endorsements has been consistent throughout history, whether it was a politician like Winston Churchill advocating cigars in the early 1900s or today’s hottest Hollywood stars endorsing a clothing line.
Celebrities are used in advertising and marketing to communicate the ideals of society. Their images help consumers identify with products while delivering a sense of success and happiness. Therefore, it’s no surprise that using celebrities in advertising yields results. Celebrities have a lot of influence over their fan base and are often activated in celebrity-driven positioning. Stars enhance the customer’s view of their brand and create an affiliation between their product and the celebrity.
Problem and Solution Positioning
While consumers are looking for a high-quality product, many also want a brand that will help them (and their families) live a more convenient and efficient life. When a brand can solve any problem its customers have, it establishes a distinct position among competitors.
How to create a brand positioning strategy
Brand positioning is essential to developing a brand strategy, as it determines how your company will present itself to its audience. Follow these methods to establish your brand successfully:
– Decide who you would like to connect to. The first step in creating a brand positioning strategy is knowing who you want to sell to, which means defining their needs and wants so they can quickly identify with your product. This also helps you create messaging that speaks directly to them and makes them more likely to buy what you’re selling because it reflects their values and interests.
Apple products are a good illustration of this; their marketing focuses on projecting an image of being inventive and forward-thinking, which appeals to tech-savvy customers searching for products that challenge the status quo by bringing new technology into everyday life (such as touchscreen technology).
– Once you’ve defined your brand’s value proposition, you’ll need to tell a story that will resonate with your target audience and convey what makes your company distinctive in an emotional way.
Define the value proposition for each segment or persona identified in Step 1 above (i.e., people planning to purchase from us). Successful brands have distinct value propositions that explain why buyers should choose them over competitors’ products.
This enables businesses to develop differentiated strategies based on what makes their offering unique compared to other options in their industry sector (and also helps prevent consumer confusion when multiple companies offer similar products). For example, “We offer high-quality furniture at reasonable prices,” and “Our team members are talented designers who build special items based solely on client needs.”
Conclusion
Many components go into building a brand and ensuring it stands out from the crowd. Branding is your opportunity to create an identity to connect you to your potential customers. Consumers want to buy from businesses they believe understand them, and those who are genuine and sincere with their messages are more likely to gain their trust.
Every touchpoint of your brand should reflect this sense of authenticity. By deeply understanding what makes people tick, you can create a clear picture of who your company is and how you can best relate to them emotionally. From there, branding becomes much more accessible!
Brands that people remember are better at building a memorable brand. The design process should be led by understanding how people think, feel, and act – and only then, craft the unique way you want to stand out against your competitors. Through this process, we help you accomplish the paramount outcome for your company.
READ ALSO: Marketing Strategy Guide for Your Business Growth
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