Brand Positioning

What is Brand Positioning, and How to Use it Strategically?

by | Mar 16, 2023 | 0 comments

Think about what comes to mind when you see the Coca-Cola logo. You instantly recognize the brand, of course, but you also probably think of certain feelings. Maybe you think about the taste of a refreshing Coke on a hot day.

Maybe you think about your childhood when saving up your allowance to buy a Coke was the best thing that could happen on any given day. These feelings are strong and universal, and they only exist because Coca-Cola has done a tremendous job with their brand.

Brand positioning is the unique space that any given brand occupies in the minds of consumers. Some companies position their brand as luxurious or exclusive. Other companies may position their brand as accessible or down to earth.

When it comes to your own company’s brand strategy, you have to look at competitors as well as your brand’s strengths and weaknesses. Only then will you be able to find your unique selling point.

The article below can help you get there. In this piece, you’ll find a guide to brand positioning as well as some tips on how to use it strategically. Continue reading to learn more about finding your brand value.

Brand Positioning Considers the Competitive Market

You may have some grand ideas about how you want to position your brand, but you have to first consider the competitive landscape.

If one of your competitors is already doing a great job of positioning your brand in the same space you want to occupy, you may have to rethink your plans.

One of the first branding exercises you should do is to analyze your competitors’ brands. What kind of feelings are they trying to evoke in consumers?

Do they use exciting words and phrases to talk about themselves, or do they use basic language that appeals to a wide swath of consumers.

Once you’ve outlined the brand positioning for your competitors, you can begin to find the gaps. Maybe one competitor has positioned itself as a luxury brand, but they use language that only appeals to an older consumer.

You could fill this gap by becoming a luxury brand that appeals to younger consumers. Branding exercises like this one will help you figure out where your brand presents its unique value offering.

A Strong Brand Position Evokes Feelings

This article has mentioned ideas like “luxury,” “accessibility” and “exclusivity.” However, your brand positioning should go beyond ideas and evoke feelings within consumers. Think about the feelings you want consumers to have when they see your logo or buy your product.

Some brands, like McDonalds, go for the simple feeling of happiness. Other brands, like Ray-Ban, go for the feeling of looking cool, or suave. A consumer brand like Toyota wants people to feel safe and well-taken care of.

Every part of your brand, from the logo to the packaging and website, should be designed to promote the feelings that you want your consumers to have.

Brand Identity is about More than Your Logo

When most people think about a brand, they think about the company’s sleep, clever logo. The truth is that brands go beyond the logo.

Your brand is everything from the colors you use to the language in your ads and the training you provide to your customer-facing employees. The best brands are consistent.

Whether a customer is interacting with a sales associate or looking at an ad on Facebook, the brand experience is the same. When you’re building your brand’s position, think about every piece of your brand that a consumer might interact with.

Every Brand Needs a Unique Selling Point

You can have great aspirations for your brand, but none of your positioning efforts will work if you don’t deliver a unique selling point to consumers. For example, many brands that position themselves as reliable will back that positioning up with a satisfaction guarantee or some type of product warranty.

A brand that promotes feelings of exclusivity might give its consumers access to an exclusive club, or only release a limited number of products. Whatever type of positioning you take, remember to back it up with tangible benefits that will convince consumers that your brand is true to its promise.

Brand Positioning Can Build Customer Loyalty

Once you’ve gotten familiar with the idea of brand positioning, you might start thinking about how your brand positioning will benefit your business. Brands that have strong 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 that customer to make a purchase decision. Strong brand positioning also makes it more likely that those customers feel a sense of brand loyalty.

They’ll associate your brand with the feelings that they want to feel when they purchase a product or service. As a result, customers will instinctively return to your brand instead of seeking out some other brand that may not align with their wants and needs.

Analyzing the Idea of Brand Positioning

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