Tips for Successful Brand Positioning

by | Jun 6, 2024 | 0 comments

If you fall and scrape your knee, do you ask for a bandage or a Band-Aid? When you need to blow your nose, do you ask for a tissue or a Kleenex? Companies like Band-Aid and Kleenex have a strong brand positioning strategy. In fact, it’s so strong that their brand names have become synonymous with the category of products.

But what is brand positioning? How can you use it to stand out in a crowded marketplace?

What is Brand Positioning?

Brand positioning is about owning a unique position in the mind of your target consumer. It articulates what you want your brand to be to consumers. Your brand is everything. It’s in the colors you use, the language in your ads, and the training you provide to your customer-facing employees.

The best brands are consistent. When building your brand’s position, consider every piece of your brand that a consumer might interact with. Whether a customer interacts with a sales associate or looks at an ad on social media, the brand experience is the same.

Every Brand Needs a Unique Selling Point

Every brand needs a standout feature. With a unique selling point, your branding efforts will
hit the mark. Guarantees or warranties can reinforce reliability. Similarly, an exclusive brand may offer access to special clubs or limited-edition products. Whatever your angle, make sure it’s backed by tangible benefits. It’s about communicating what you bring to the table and what’s different about you.

Effective Brand Positioning in a Competitive Market

You may have some brand positioning ideas. But first, you must consider the competition. If a competitor is already doing a great job of positioning its brand where you want to be, you may have to rethink your plans. Analyze competitors’ strategies and identify gaps to fill with your unique value proposition. Tailor your positioning and brand voice to resonate with your target audience and stand out from competitors.

Brand Positioning Strategies

Build out your brand positioning strategy from one of several starting points. Use it to find your brand’s place in the market and elevate it. Your chosen strategy will help you influence your customers by letting them know what is most important about your offering.

Five brand positioning strategies to consider:

1. Price

For pricing, your brand positioning will focus on how you offer market-leading value. People will begin to know you as the more affordable option or one whose value justifies a higher price tag.

2. Characteristics

Your brand positioning strategy can help you associate your brand with specific personality traits or characteristics like safety, fun, speed or reliability.

3. Use

The specifics of your product’s application can help you find a point of differentiation, a unique audience and memorable brand positioning. For example, if you sell accounting software aimed at freelancers, your product application is inherently different from those aimed at large enterprise firms and vice versa.

4. Quality

You may wish to position your brand at the very top of the market, where the price of your product becomes less relevant than its perceived luxury.

5. Competition

Lastly, if your brand is an underdog compared to your nearest rival, lean into that.

Brand Positioning Can Build Customer Loyalty

Brands with strong market positioning have an easier time attracting new customers. When a new customer sees that your brand’s strong positioning resonates with their wants and needs, it’s easy for them to make a purchase decision. As a result, customers will instinctively return to your brand. They will only seek another brand if it meets their wants and needs.

Moving Forward with Your Brand Strategy

Now that you’re familiar with some core brand positioning concepts, you’re ready to move forward with a brand positioning strategy. Remember to look at the competitive landscape, identify the gaps, consider the feelings you want your brand to evoke, and align your brand to the experience.

You don’t have to develop your brand position alone. Working with an agency could make all the difference. Contact us today to learn more.