Brand
Emotion
Positioning
What is Brand Positioning? An Understanding for Entrepreneurs & Business Owners
Brand positioning is the process "Creating your place in your Ideal Customer's mind" ie - giving a position in the mind of your target client.
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Generally to make someone remember you (that is make a position in their mind), you tend to give them some reference to remember. Like the guy who wore a velvet jacket at the party.
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The way brands do it is by keeping everything the same while amping up on One Area of Product quality or feature - There are many Types of Brand Positioning to choose from or completely create one unique to your Brand
7 Powerful Benefits of Effective Brand Positioning
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Any company wishing to build a powerful and distinctive brand in the marketplace must prioritize brand positioning. Seven reasons on Significance of Brand Position
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Helps set your brand apart from rivals
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Brand awareness is raised because of increased market visibility
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Creates a positive reputation for the brand and increases its trust.
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Draws in new clients who identify with the principles and advantages of the brand.
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Enhances perceived value which improves pricing power and profitability.
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Marketing efforts can be more effectively focused
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Helps product development by having a clear grasp of the brand's distinctive value proposition.
Types of Brand Positioning Strategies & Examples to use
The practice of giving consumers a distinctive perception of a good or service is known as brand positioning. Several forms of brand positioning strategies are employed by businesses to set themselves apart from their rivals. Some of the most typical varieties are listed below:
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1. Functional positioning strategy that concentrates on the distinct advantages and characteristics of the good or service.
For instance, a toothpaste company might advertise that its product is the greatest at preventing cavities or has a flavor that is energizing.
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2. Positioning with an emotional advantage or value that customers can identify with is known as emotional positioning.
An example would be a luxury car manufacturer positioning itself as a status and success symbol.
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3. Positioning that highlights value or pricing for the product or service is known as value-based positioning.
For instance, a low-cost airline can advertise that it provides inexpensive travel options.
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4. Benefit positioning technique draws attention to the primary advantage of using the good or service.
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A shampoo company might advertise itself as the cure for dry and damaged hair, for instance.
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5. Positioning based on competitors concentrates on setting the brand apart from its rivals.
For instance, a fast-food business might advertise that its products are fresher than those of its rivals.
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6. Image positioning involves giving the brand a distinctive look or personality.
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For instance, a clothing line might promote themselves as alternative and edgy.
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7. User-based style of positioning focuses on a particular user or clientele.
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For instance, a fitness brand can advertise that it is especially made for ladies.
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Must-Do Groundwork for Brand Positioning - Comprehensive Guidelines
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The process of giving your brand a distinctive image and identity in the eyes of your target market is known as brand positioning. A thorough understanding of your target audience, your rivals, and your own distinctive value proposition are necessary for successful brand positioning.
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This comprehensive guide will show you how to position your brand for success:
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You must identify your target market before you can position your brand. Determine the demographics, interests, and behaviors of your target audience.
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Do some research on your rivals to learn how they are positioned in the marketplace. Find out what makes them strong and weak, then search for market voids that your brand can address.
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Determine what sets your brand apart from that of your competitors. This might be your brand's values, your brand personality, your product characteristics, or your customer service.
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Make a succinct and unambiguous statement that explains your special value proposition and the advantages it offers your target audience.
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Create a clear, appealing statement that conveys to your target audience the personality, principles, and advantages of your brand.
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Develop a visual identity for your brand that expresses its character and core principles. Your logo, colors, typography, and imagery are all included in this.
Base your marketing and communication strategies on your brand positioning. Make sure that your brand positioning is reflected in all of your language, graphics, and communications.
To keep your brand competitive and current, keep an eye on its performance and tweak its positioning as necessary.
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These methods will help you position your brand for success and develop a distinctive character that appeals to your target market.
How to Set Your Brand Apart from the Competition : 15 Ideas to Unlock Brand Distinction
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For your brand to stand out from the competition and get a competitive edge in the market, you must do the following.
The following are 15 creative strategies to distinguish your brand:
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1. Instead of attempting to appeal to everyone, concentrate on a particular target market that your rivals are ignoring.
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2. Employ distinctive packaging: Make packaging that is appealing and stands out from the competition.
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3. Provide outstanding customer service: Provide a customer experience that surpasses that of your rivals.
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4. Establish a distinctive brand identity: Create a compelling brand identity that appeals to your target market.
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5. Effective social media use: To interact with your audience and build a community around your brand, use social media channels.
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6. Provide a special good or service: Differentiate yourself from your rivals by providing something special.
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7. Employ wit and humor in your marketing: To set your brand apart and increase its recall, use wit and comedy in your marketing initiatives.
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8. Emphasize your brand's values and beliefs: To set your brand apart from competitors, be sure to prominently feature your brand's values and beliefs in all of your messaging.
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9. Provide instructional content: Giving educational information that establishes your authority in your field and fosters audience trust.
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10. Make a loyalty program available: Reward clients for sticking with your brand by offering a loyalty program.
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11. Collaborate with companies that are complementary to your own in order to give clients a special experience.
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12. Provide superior warranties and guarantees. To show your confidence in your product, provide warranties and guarantees that are better than those of your rivals.
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13. Be open and truthful in your communications with customers in order to foster trust and set your brand apart from rivals.
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14. Make use of influencer marketing Increase your impact and reputation by working with influencers who support your brand.
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15. Stay innovative and trend-ahead: To remain relevant and set your business apart from rivals, always innovate and keep ahead of market trends.
How do you create a brand positioning statement?
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A brief statement that encapsulates the main advantages and distinctive value proposition of a brand is called a brand positioning statement. It acts as a roadmap for all marketing and communication initiatives and promotes messaging consistency across various mediums. The steps to writing a brand positioning statement are as follows:
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Determine who your target market is:
Start by selecting your ideal client and learning about their requirements, preferences, and problems. This will assist you in creating a message that appeals to them.
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Describe your special selling point:
Find out what makes your brand stand out from the competition. What distinguishing qualities and traits provide your brand value to your target market?
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Identify the personality of your brand:
Consider the tone and personality of your brand. Is it lighthearted and humorous or solemn and appropriate? You may then set the appropriate tone for your messaging using this assistance.
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Describe your position in writing:
Create your positioning statement using the data you acquired in the earlier steps. It should be a succinct and straightforward statement that encapsulates your brand's major selling points and distinctive value proposition. Here is an example you can use:
Because of (reason why we're different), our brand is (unique value proposition) that (target audience) receives (important benefits).
For instance, a high-end skincare company that targets women in their 30s would use the following brand positioning statement:
Our brand is the luxury skincare line that gives exceptional results and a delightful experience for women in their 30s who value high-quality skincare because we use only the best ingredients and put the needs of our customers first.
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Test and refine:
Once you have your positioning statement, make it stronger and test it with your target market to make sure it connects with them and clearly conveys the distinct value your brand offers.
To ensure that it continues to be applicable and useful in directing your marketing and communication efforts, keep in mind that a brand positioning statement is a live document that should be reviewed on a frequent basis.
How to change brand positioning strategy :Evolve your Brand Positioning as your Customers evolve
In order to remain relevant and competitive in today's rapidly changing market, brands must continuously assess and develop their brand positioning. Following the actions listed below will help your brand positioning change over time.
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Doing market research:
By regularly performing market research, you may keep abreast of the evolving needs, wants, and preferences of your target audience. You can then change your brand positioning to reflect any changes in consumer behavior that may have occurred.
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Consider your rivals:
Pay close attention to your rivals and evaluate how their brand positioning has changed over the years. You can use this to find any market gaps and chances for differentiation.
Review your unique selling proposal:
Examine your brand's unique selling proposition to see if it still stands out from the competition. If not, think about altering it to better meet the needs and preferences of your target audience.
Review your messaging:
Check to see if your brand's messaging complies with your revised positioning. This comprises your brand story, tagline, and messaging used across all channels of communication.
Test and improve:
To make sure your new brand positioning connects with and clearly expresses your company's unique value proposition, test it with your target audience. On the basis of comments and market knowledge, refine as necessary.
Observe and correct:
In order to stay relevant and competitive in the market, regularly assess your brand positioning and make any necessary adjustments.
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Keep in mind that brand positioning is a continuous process, therefore it's crucial to continually assess and modify your positioning to stay ahead of the competition and satisfy your target audience's shifting needs.
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How to position your brand differently from rivals' brands : Smart Ways
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Consider the following actions to position your brand differently from rivals:
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1. Do a study of the competition:
Determine the major players in your sector and examine their approaches to brand positioning. You can use this to find market gaps and possible possibilities for differentiation.
2. Describe your special selling point:
Identify the differentiators that make your brand stand out from the crowd and the distinctive benefits you provide to your customers. Based on product features, customer service, or other elements, perhaps.
3. Determine who your target market is:
Recognize the wants, needs, and problems of your target market. You may use this to create messaging and positioning that appeals to them.
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4. Create a brand personality that reflects the principles and qualities you want people to identify with your company. As a result, your brand identity will be consistent across all touchpoints.
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5. Make up a brand story:
A memorable brand story can help you stand out from the competition and establish a personal connection with your audience.
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6. Employ messaging that highlights your distinctive value proposition:
Create messaging that stresses the precise distinctions between your brand and competitors and the advantages that this differentiation provides to your target market.
Tips to Ensure Your Branding Is Consistent Across all Platforms
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To ensure that your clients know and remember your brand no matter where they contact with it, consistency in brand positioning is essential. The following are some methods to guarantee consistency across various channels and touchpoints:
Determine the positioning of your brand:
Determine your brand positioning, which comprises your brand's values, personality, messaging, and tone of voice, before you do anything else.
By doing this, you can make sure that your brand is portrayed consistently across all platforms.
Developing brand guidelines :
Create brand standards that cover your company's visual identity, including your logo, fonts, colors, photography, and design.
This will guarantee visual coherence for your brand across all platforms and points of contact.
Develop your group:
Make sure your team members are familiar with your brand rules and appreciate the value of consistency. In all conversations, whether through social media, email, or face-to-face contacts, make sure that the appropriate messaging, tone, and visuals are used.
Regularly conduct audits:
To ensure consistency, regularly assess the touchpoints for your brand. You should also examine your social media accounts, advertising, packaging, and other marketing collateral. Make sure that they all adhere to your brand's standards.
To make sure that your brand positioning is connecting with your audience, keep an eye
on consumer feedback. Make changes and updates to your brand positioning and messaging in light of this input.
What are the Brand Positioning Mistakes to look out for while developing your Strategies
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Your Separation from your Competitors should be Clear. It might be difficult to stand out in the market if your brand positioning is too similar to those of your rivals.
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Don't be too general or ambiguous. Your brand's positioning should be distinct, precise, and simple to comprehend. It might be difficult to draw in customers if your messaging is too hazy or general.
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Contradicting your brand's values: Your brand's positioning should be consistent with its mission and values. Confusion might result from a misalignment between your positioning and values, which can damage client confidence
Brand Positioning under various Brand Archetype​
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Magician:
IF you're yearning for a brand that dazzles and astonishes, THEN let me introduce you to the captivating realm of the Magician archetype. Unleash the power of your brand's uniqueness, innovation, and transformative prowess. Offer solutions that weave a spell of wonder and leave your audience spellbound, eager for more extraordinary and mind-bending experiences.
Caregiver:
IF you're tired of the cold and impersonal vibes of most brands out there, THEN it's time to embrace the nurturing warmth of the Caregiver archetype. Wrap your brand in empathy, showering your customers with compassion and unwavering support. Create a haven of security and safety, where people can find solace and know that you genuinely care about their well-being.
Sage:
IF you seek wisdom in a world filled with noise and uncertainty, THEN prepare to embark on a journey with the Sage archetype as your wise and knowledgeable companion. Illuminate the path for your customers, providing them with valuable insights, sage advice, and the tools to make informed decisions. Become the beacon of guidance, empowering them to navigate life's twists and turns with confidence.
Jester:
IF you believe in the power of laughter and spreading joy, THEN allow the Jester archetype to be the life of your brand's party. Embrace playfulness, sprinkle humor, and infuse your interactions with a delightful touch. Be the creative and innovative jester, making your audience burst into laughter, wearing a smile that stretches from ear to ear.
Lover:
IF you believe in the magic of emotional connections, THEN dive into the realm of the Lover archetype. Let your brand's passion and sensuality ignite sparks of desire and create profound connections with your customers. Inspire love and longing, leaving them yearning for the enchanting experiences and irresistible allure you provide.
Explorer:
IF you're hungry for thrilling adventures and exciting discoveries, THEN join forces with the Explorer archetype. Fuel your brand with curiosity, daringly charting new territories and unveiling novel experiences. Be the pioneer of innovation, always one step ahead, delighting your customers with fresh perspectives and cutting-edge offerings.
Creator:
IF you're ready to unleash your imagination and celebrate artistic expression, THEN the Creator archetype awaits your embrace. Let your brand's creative juices flow, crafting imaginative and innovative products or services that inspire awe and self-expression. Become the muse that sparks the fire of creativity within your customers, allowing them to manifest their unique visions.
Ruler:
IF you crave a brand that exudes power and exclusivity, THEN let the Ruler archetype reign supreme. Establish your dominion with authority and prestige, offering premium and luxurious products or services that epitomize opulence and refinement. Rule over a kingdom of sophistication, where only the most discerning and elite clientele find solace.
Outlaw:
IF you're tired of playing by the rules and crave rebellion, THEN it's time to embrace your inner Outlaw archetype. Challenge the status quo, disrupt traditional norms, and unleash your brand's audacity and edginess. Become the force that shatters boundaries, inspiring others to break free from conformity and embrace the untamed spirit within.
Everyman:
IF you believe that simplicity and accessibility are the keys to success, THEN the Everyman archetype is your trusty companion. Embody approachability, being relatable and friendly to all. Offer products or services that are easy to use and understand, ensuring that your brand becomes the go-to companion for people from all walks of life.
Hero:
IF you're ready to embark on a heroic journey that inspires greatness, THEN unleash the Hero archetype within you. Be the beacon of courage and inspiration, empowering individuals to overcome challenges and achieve their dreams. With your brand as a symbol of strength and resilience, guide your customers on their heroic quests, cheering them on every step of the way.
Innocent:
IF you long for a brand that radiates purity and optimism, THEN embrace the Innocent archetype's gentle embrace. Create a haven of simplicity and uncomplicated solutions that spark trust and ignite a sense of safety. Let your brand be a sanctuary where people can rediscover the pure joys of life, untainted by the complexities of the world around them.
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Brand Positioning to create the Brand Vibe​
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Fun:
IF you're seeking a brand that radiates excitement and liveliness, THEN immerse yourself in the vibrant world of the Fun brand vibe. Let your brand be a never-ending party, offering lively and entertaining experiences that leave a lasting impression on your customers. Infuse your interactions with energy and create moments that are not only enjoyable but also unforgettable, making your brand the life of the celebration.
Intelligent:
IF you crave a brand that exudes intellect and knowledge, THEN embark on a journey guided by the Intelligent brand vibe. Illuminate your customers' path with informative and educational content that showcases your expertise. Base your solutions on research, data, and innovative thinking, positioning your brand as a trusted source of wisdom and forward-thinking insights.
Connection:
IF you long for a brand that fosters genuine connections, THEN embrace the Connection brand vibe. Build bridges of social connection, radiating warmth and friendliness. Cultivate an inclusive environment that welcomes everyone, nurturing a sense of belonging and community among your customers. Let your brand be the catalyst for meaningful relationships, forging bonds that withstand the test of time.
Cozy:
IF you seek comfort and tranquility in a chaotic world, THEN let the Cozy brand vibe envelop your brand like a cozy embrace. Create an atmosphere of relaxation and contentment, offering products or services that provide solace and a sense of well-being. Design your brand experience to be like a comforting refuge, where customers can escape the hustle and bustle, finding serenity within your comforting offerings.
Mysterious:
IF you're drawn to the enigmatic and alluring, THEN embrace the Mysterious brand vibe, where curiosity is your greatest ally. Shroud your brand in an air of mystery, captivating your audience with secrets waiting to be unraveled. Leave them yearning for more, as they dive deeper into the intriguing depths of your unique offerings. Let your brand be a source of fascination that keeps them guessing, forever craving the next thrilling revelation.
Sophistication:
IF you crave elegance and refinement, THEN immerse yourself in the world of the Sophistication brand vibe. Let your brand exude an air of sophistication, embodying the epitome of luxury and exclusivity. Offer premium products or services that speak to discerning tastes, evoking a sense of refined elegance and polished glamour. Position your brand as the pinnacle of sophistication, where only the most refined connoisseurs find solace.
Sparkly:
IF you're seeking a brand that dazzles and captivates, THEN let the Sparkly brand vibe ignite your brand like a radiant fireworks display. Embrace the sparkle and shine, creating a mesmerizing and eye-catching experience that leaves your customers in awe. Be the center of attention, captivating their senses with your dazzling and glamorous offerings, and infuse a sense of excitement and celebration into every encounter.
Global:
IF you believe in the power of diversity and cultural awareness, THEN let the Global brand vibe be your guiding star. Embrace inclusivity and accessibility, ensuring that your solutions resonate with a global audience. Celebrate diversity and foster a sense of unity among different cultures and backgrounds. Let your brand be a bridge that connects people across the world, offering innovative solutions that transcend borders and empower individuals worldwide.
Deep:
IF you seek profound meaning and introspection, THEN embrace the Deep brand vibe that delves into the depths of human experience. Provide products or services that touch the essence of existence, offering deeper insights and a reflective journey. Let your brand be a guide to profound discoveries, enlightening your customers and enriching their lives with meaningful encounters and profound understanding.
Sunshine:
IF you crave a brand that radiates positivity and joy, THEN immerse yourself in the Sunshine brand vibe, where happiness becomes contagious. Let your brand be a beacon of optimism, infusing cheerfulness and positive energy into every interaction. Create products or services that bring smiles and inspire a sense of joy and light-heartedness. Brighten your customers' day, spreading sunshine wherever your brand goes.