The ultimate guide to brand positioning strategy
Everybody wants to be unique. We differentiate ourselves from others through clothing, hairstyles, speech, musical tastes, and more. Like people, businesses strive to be one of a kind — it’s how they stand out from the competition and convince consumers to pick their goods and services instead of that of another company. But how can you ensure your business stands out from the crowd? Brand positioning is the answer.
Brand positioning is a brand management strategy you use to control how your business is viewed by consumers — in other words, how it’s positioned in your customer’s minds. Your positioning strategy is what sets your brand apart from the rest and helps build brand awareness.
Effective brand positioning creates associations in consumers’ minds. Read on to learn how you can craft your own brand positioning strategy that helps you stand out and control how you’re perceived in the minds of members of your target audience.
Summary/Overview
What is brand positioning?
Brand positioning is a marketing strategy that is all about making your brand stand out in a crowded marketplace. It's like giving your brand its own personality that appeals to the people you want to attract.
By highlighting what makes your brand special and connecting with your audience on an emotional level, you can create a lasting impression. This helps them remember your brand when they're making buying decisions, and it keeps them coming back for more.
Consistency is key here; whether it's your logo, messaging, or customer experience, keeping everything in line with your brand positioning is crucial to making it work. So, think about what makes your brand unique and how you want people to perceive it, and then make that shine through in everything you do.
What is a brand positioning statement?
A brand positioning statement is like the heart and soul of your brand strategy, summed up in a few powerful sentences. It's the magic formula that tells your customers why your brand is the best choice for them.
In a brand positioning statement, you define your target audience, what sets your brand apart from the competition, and the key benefits your customers can expect. It's like a compass that guides all your marketing efforts and keeps them on track, making sure you're sending a consistent and compelling message to the world.
Take the time to craft a killer brand positioning statement. It'll be the anchor for your brand's success and help you build a loyal group of customers who share your company’s core values.
Why is brand positioning important?
Brand positioning is super important because it's what sets your brand apart in a sea of choices. Imagine walking into a supermarket looking for a particular type of cereal and seeing dozens of options on the shelves. What makes you pick one brand over another? This is where brand positioning comes in.
It helps your brand stand out by defining its unique personality, benefits, and values. When done right, it creates a strong emotional connection with your target audience, making them more likely to choose your brand and stick with it.
Moreover, brand positioning provides a clear direction for your marketing and communication efforts. It guides your messaging, design choices, and customer experiences to ensure they align with your brand's essence. This consistency is what helps people recognize your brand instantly and remember it when they're ready to make a purchase.
So, whether you're a big company or a small startup, having solid brand positioning can be a game-changer, helping you build a loyal customer base and become a trusted name in your industry.
Brand positioning strategies
In the dynamic world of marketing, brand positioning strategies play a pivotal role in defining how a brand is perceived by its target audience.
These carefully crafted approaches help brands differentiate themselves, communicate their unique value, and connect with customers on a deeper level, ultimately driving success and loyalty in the competitive marketplace.
1. Quality-based positioning strategy
This strategy focuses on positioning the brand as a symbol of premium quality and excellence. Emphasizing superior craftsmanship, high-quality materials, and exceptional performance, the brand aims to attract customers who prioritize top-notch products and are willing to pay a premium for the added value and satisfaction.
2. Price-based positioning strategy
With this approach, the brand positions itself as the most affordable option in the market. It targets price-sensitive customers who are looking for good deals and cost-effectiveness. The brand may emphasize its competitive pricing, discounts, or budget-friendly options to appeal to this segment of consumers.
3. Customer service positioning strategy
In this strategy, the brand focuses on delivering outstanding customer service and support. The goal is to create a reputation for exceptional care and assistance, building strong customer relationships and loyalty through consistently meeting and exceeding customer needs. By prioritizing the needs of customers and providing personalized experiences, the brand aims to differentiate itself in a competitive market.
4. Convenience-based positioning strategy
With a convenience-based strategy, the brand positions itself as the most convenient choice for customers. This could mean offering hassle-free purchasing options, fast delivery, easy returns, or user-friendly interfaces. The aim is to cater to busy consumers who value convenience and efficiency in their buying experience.
5. Social media positioning strategy
In today's digital age, social media has become a powerful platform for brand positioning. This strategy focuses on building a strong presence on social media channels, engaging with the target audience, and crafting a brand image that aligns with the values and interests of the followers. By being active and influential on social media, the brand can enhance its reputation and connect with a broader audience.
6. Other positioning strategies
Apart from the strategies mentioned, there are other approaches brands can take to position themselves effectively. These could include environmental sustainability positioning, where a brand emphasizes its commitment to eco-friendly practices; innovation-based positioning, highlighting cutting-edge technology and creativity; or lifestyle positioning, associating the brand with a particular lifestyle or set of values that resonate with the target audience.
Each of these positioning strategies serves a specific purpose, catering to different customer demographics and market conditions. The key to success lies in understanding the intended target audience, identifying what matters to them most, and crafting a compelling positioning strategy that sets the brand apart in a meaningful way.
How to create a brand positioning strategy in 6 steps
In this section, we'll explore a step-by-step guide on how to develop a compelling brand positioning strategy that sets your brand apart and resonates with your target audience.
By following these six essential steps, you can craft a unique value proposition, communicate your brand's identity effectively, and create a lasting impact within a competitive market.
1. Understand your current brand positioning
Before diving into a new brand positioning strategy, it's essential to assess your brand's current standing in the market. Analyze how customers perceive your brand, what associations they make with your company name, and how it compares to competitors. Conduct surveys, gather customer feedback, and study market trends to gain valuable insights.
Understanding your current positioning will serve as a foundation for crafting a more effective and differentiated strategy. Brand positioning isn’t about getting the whole world to view your brand in a certain way — it’s about getting your desired target customer to view your brand that way.
The first step in influencing consumer perception is determining who you’re targeting. We recommend creating a buyer persona — a fictional character you envision as your ideal customer. Create a demographic sketch with details like:
- Age
- Relationship status
- Profession
- Income
- Gender identity
- Hobbies
- Habits
- Pain points (common problems the customer has)
To help create this sketch, do market research and survey consumers who champion your brand. Based on their feedback, identify common touch points among your customers.
2. Identify your competitors
To stand out in a crowded marketplace, you need to know who you're up against. Identify your main competitors and conduct a thorough analysis of their strengths, weaknesses, and positioning strategies.
By understanding your competition, you can identify gaps in the market, find unique selling points, and discover opportunities to position your brand in a way that sets it apart from others.
3. Create your unique value proposition
Your unique value proposition (UVP) is the core of your brand positioning. Define what makes your brand special and why customers should choose you over competitors.
Think about your UVP as the connection between your brand promise and your customer’s needs. Focus on the specific benefits and solutions you offer to your target audience. Your UVP should address their pain points and demonstrate why your brand is the best fit for their needs. Make it clear, compelling, and memorable.
4. Create your positioning statement
You want your target audience to see you as a unique brand informed by a mission and values that resonate with them. The first step in differentiating your products or services is to create a brand identity.
If your brand were a person, this would be their personality. It’s the reason your customers choose your brand over another.
Creating a brand identity starts with identifying your target audience. Once that’s done, you’ll want to take a few more steps to help flesh out your brand’s personality:
- Define your mission. What is your brand trying to achieve, how, and for whom?
- Identify your values. What core values support your brand’s mission?
- Establish your messages. Your messages should emphasize your values and unique selling proposition (USP).
Once you have these essentials established, consider how you’ll convey your brand identity in terms of words (tone, verbiage, etc.) and imagery (including fonts, colors, logos, animations, and pictures).
With a clear understanding of your brand's unique value, craft a positioning statement that communicates it effectively.
Your positioning statement should be a concise and powerful message that captures your brand's identity, target audience, and the benefits you deliver. It should answer the question of why your brand matters and what makes it different from others.
Keep it simple, easy to remember, and consistent across all communication channels.
5. Test to see if your positioning statement works
Before fully implementing your new brand positioning strategy, test it with your target audience. Conduct focus groups, surveys, or interviews to gather feedback and reactions.
Pay attention to how well your positioning statement resonates with customers and if it aligns with their perceptions of your brand. Based on the feedback, refine your positioning to ensure it effectively connects with your audience.
6. Reinforce your brand’s distinguishing qualities
Once you’ve established your brand identity and pinpointed the unique value your brand offers consumers, reiterate that message frequently. Consistency is key to reinforcing your brand positioning in the minds of customers and building strong brand recognition and loyalty. Affirm your brand positioning across all marketing channels, including social media, email, and content marketing.
That said, you don’t want to cram messages about your brand’s uniqueness down consumers’ throats. Create subtle brand messages that emphasize your core values and differentiators using brand storytelling techniques.
For example, try inviting consumers to share their experience with your brand’s services or products on social media. This way, someone else highlights what makes you stand out from the competition, creating a more authentic experience.
Customer testimonials are just one possible storytelling technique. Storytelling aims to incite an emotional response in consumers and create a connection with them. This creates a more authentic experience and relationships between brands and consumers, something modern audiences crave.
By following these six steps, you can create a powerful brand positioning strategy that sets your brand apart, resonates with your target audience, and drives success in the competitive market. Remember to regularly review and adapt your strategy as market dynamics and customer preferences evolve.
Brand positioning examples
We previously mentioned a few brands that shine in terms of brand positioning. Here are some examples of brand positioning strategies from other top brands that have helped these companies gain a competitive advantage and become extremely successful.
McDonald’s
As a fast-food restaurant, McDonald’s has positioned itself as convenient, cheery, and — above all — family-friendly, revealing how playing into a niche target market can reap big rewards. How did they accomplish this? For starters, consider the upbeat tagline, “I’m Lovin’ It.” The company’s use of bright yellow and red associates their brand with warmth and positivity. Additionally, their iconic clown mascot, Ronald McDonald, helps reinforce this image.
The brand’s family-friendly persona is reflected in its product offerings — for example, each Happy Meal includes a toy that is specifically designed for children. Additionally, McDonald’s even used to have playgrounds. These elements helped establish McDonald’s as a go-to option for parents looking to treat their children to a fun and affordable meal.
Above all else, McDonald’s is extremely convenient. This is evident through their drive-thru services, extended operating hours, quick service, and easy accessibility. Their locations are strategically placed in high-traffic areas, making it easy for customers to find a nearby location. By creating a strong brand positioning strategy, McDonald’s has successfully positioned itself as the perfect place for busy individuals or families looking for a convenient and hassle-free meal option.
Tesla
Tesla is synonymous with innovation thanks to its cutting-edge products. The auto manufacturer spearheaded the electric vehicle (EV) movement by being one of the first companies to successfully produce and market electric cars to the masses. By taking an innovative approach to sustainable transportation, Tesla quickly set itself apart as a leader in the EV industry.
Additionally, Tesla vehicles are equipped with state-of-the-art technology, including self-driving capabilities, over-the-air software updates, advanced battery systems, and energy-efficient electric drivetrains. Tesla's technology-driven approach combined with its sleek, futuristic design sets its cars apart from traditional gasoline-powered vehicles.
Coca-Cola
Coca-Cola exemplifies how you can use storytelling to position your brand. The company makes advertisements and marketing campaigns that are centered around creating emotional connections by focusing on themes of happiness, togetherness, and sharing. For example, their iconic “Share a Coke” campaign encourages people to connect with others by sharing a Coke, promoting the idea that drinking a Coke can bring people together.
By using a consistent narrative in marketing and advertising over the years, Coca-Cola has positioned itself as a symbol of joy, refreshment, and happiness. Whether it’s during the holiday season with the Coca-Cola polar bears or in everyday life, the brand utilizes universal themes to create a global appeal. By making use of storytelling techniques to position itself, Coca-Cola has created a relatable and friendly brand personality that is appealing to people from all different cultures and backgrounds
Set your brand apart with Adobe Express
Brand consistency is important for any business. It helps customers recognize your brand and remember what it stands for. Adobe Express can help you maintain brand consistency by providing ready-made templates that you can use to personalize your logos, colors, fonts, and more.
With Adobe Express, you can easily create professional-looking marketing materials that match your brand identity. This will help you set your brand apart from the competition and build trust with potential customers.