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What is brand positioning? Brand positioning is the process of establishing your brand in the mind of your customers. More than a tagline or a logo, brand positioning is the strategy used to set your business apart from the rest.
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The definition of a brand itself is the process that transforms products into something more meaningful than just the product itself. Branding creates special meaning through an emotional connection to a product or company, and brand equity is the set of characteristics unique to that brand. A positioning statement is key to creating a strong brand image. Your positioning statement helps confirm that your product is indeed differentiated with the audience you plan to sell to. A positioning statement also helps to appeal to the emotions of the consumer by identifying why your brand is best for them.
Why is brand positioning important?
Brand positioning is important in establishing a trusted reputation for your brand. Brand positioning describes how your brand is different from marketplace competitors, and why your brand proves to be the best option. Brands are more successful when they own a unique position in the minds of consumers, and the process of creating differentiation is called positioning. Brand differentiation, created by brand positioning, helps increase brand awareness, communicate value, justify pricing, and prove that your brand is the best in the marketplace.
Understand their target audience
Make bold promises
Have a strong personality
Have an unfair advantages compared to others in the marketplace
In order to position your brand correctly, you have to understand what your consumers want out of their user experience. Brand positioning involves understanding what your brand’s capabilities are, and understanding the competition you face in the industry.
To build a strong brand position, it is important for brands to:
Determine your current brand positioning: In order to improve your brand positioning, you need to know where your brand stands currently. Identify your mission, values, points of differentiation, and diving into what makes your brand unique.
Identify your competitors and conduct research: Knowing what your brand is up against in the industry is important in strong brand positioning. Performing a competitor analysis will help you identify your brand’s strengths and weaknesses and how to improve your consumer experience. It is important to conduct market research, use consumer feedback, and use social media to do a full competitor analysis. Understanding other brands’ positioning is important in strengthening yours.
Identify what makes your brand unique: Building a strong brand is all about identifying what makes your brand unique in the marketplace. Take note on what strengths you have compared to other brands and capitalize on those factors.
Create your positioning statement: A positioning statement is key to creating a strong brand image. Your positioning statement helps confirm that your product is indeed differentiated with the audience you plan to sell to. Take into account these four questions before creating your positioning statement: Who is your target consumer? What’s your brand’s category? What’s the greatest benefit of your brand? What’s the proof of that benefit?
Establish an emotional connection with prospects and consumers: Personalizing your brand and showing it’s “human side” is important when establishing a sense of trust between brand and consumer. Consumers want to support brands that align with their morals, values, and lifestyles.
Reinforce your brand’s strengths and differentiation: After locating your unique selling proposition and strengths, make sure this differentiation is shown in your marketing. The properties of your brand’s strengths and differentiation should be easy to understand and accessible to the consumer.