You are currently viewing What is Brand Positioning & Why It’s Critical For Your Business | 20+ Proven Strategies

What is Brand Positioning & Why It’s Critical For Your Business | 20+ Proven Strategies

💁‍♀️🔎 We simply say “Google it” rather than “search it” whenever we want to look something up on a search engine. If you scrape your knee, do you ask for a bandage or Band-Aid? Of course Band-Aid.

📌 One crucial thing that successful companies like Google and Band-Aid have in common is a solid brand positioning strategy. In fact, all comparable products in their market are now referred to by their brand names. Also, get to know what is Keyword Research in SEO and how you can optimize it properly.

All businesses aiming for success absolutely must have a solid brand positioning strategy, and the data supports this claim. Brands that are consistently presented experience an average 10–20% increase in revenue. 

This complete guide to What is Brand Positioning will help you get to know everything regarding how to establish your brand in the best way to boost your engagement, conversion & sales

Increased customer loyalty, a better reputation, and a relatable identity that distinguishes you from the competition are all advantages of effective branding.

🚀 Without further ado, Let’s jump right into it……….

👉  A Simple Overview Of Brand Positioning

Brand positioning is the process of presenting and placing your brand in the minds of customers and potential clients. The process entails more than just coming up with a catchy one-liner or attractive logo.

By emphasizing your uniqueness, brand positioning enables you to differentiate your brand from the competition. Studies show that brands with consistent brand presentations are more likely to receive 3.5 times as much visibility as brands with inconsistent brand presentations. Let’s examine some figures.

  • 82% of customers feel confident about it after reading content that has been specially tailored for a brand.
  • Customers are likely to associate and continue to be loyal to a brand that exhibits complete transparency in 94% of cases.
  • A brand’s helpful customer service accounts for 73% of brand loyalty.
  • Brands that maintain consistency across all platforms can expect a 23% increase in revenue.

By purchasing gifts during the holiday season, 44% of US consumers express their brand loyalty.

👉  What is Brand Positioning?

The process of positioning your brand in the minds of your target market is known as brand positioning. Brand positioning is the tactic used to differentiate your company from the competition and goes beyond a catchy tagline or flashy logo.

Theoretically, any business providing professional services can create a strong connection between their brand and an idea. But for your position to be effective, it must be:

1) different (Taking over a position of leadership currently occupied by another company is challenging; after all, Avis has been in that spot since 1953.); 

2) visible (If no one has ever heard of your company, your positioning won’t stick.).

Your brand positioning statement typically explains your brand positioning. But I’ll talk much more about that in a moment. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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👉  Why Brand Positioning Is Important?

Your company benefits greatly from having a clearly defined brand position. Your brand, your marketing messages, the services you offer, and even the way you structure your pricing can all benefit from positioning.

Some of the main advantages of brand positioning are as follows:

1-  Differentiates your company in the market

In order to successfully position your brand, you must first set it apart from the competition and the market. Yes, you must explain how your good or service meets customers’ needs or wants in a way that is superior to, or at a lower cost than, that of your competitors.

Nevertheless, you can be sure that your competitors are looking for ways to surpass your abilities, just as you are. Because of this, truly memorable brands go above and beyond this with positioning that connects with their target market(s), offers clear differentiation, and attracts consumers with relevance, believability, credibility, and originality.

2-  It focuses you on a specific target market 

Your marketing is more potent and successful when you cater to a smaller audience with a more constrained set of services. People view you as a highly valuable expert.

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3-  It allows you to specialize and synthesize

Most businesses have a niche, but if you don’t have a strong brand position, customers and investors might not be as aware of it.

You can synthesise your core message by distilling it down to its essential components and cutting out extraneous information by developing a cogent, compelling brand positioning statement. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

4-  It shows how to win new clients

Positioning equips your business development team with persuasive arguments they can use during the nurturing and closing processes.

5-  It helps you compete on more than the price

Price wars and competition with other businesses based solely on price are typically unsustainable over the long term. It’s great if your product or service is less expensive than those of your rivals, but don’t let that be your only point of differentiation.

Focus on brand positioning that increases your brand’s value and trust by providing compelling justifications for why you are more or less expensive. Think about the feelings you want your brand to evoke as well.

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6-  Brand positioning focuses on your marketing message and values

The constant barrage of marketing messages that consumers receive is a result of digital transformation. Additionally, people’s attention spans are getting shorter. According to Digital Transformation World, a recent study shows that the average human attention span in the modern world is only eight seconds.

A strong brand positioning strategy and a focused marketing message are crucial because you only have a few seconds to introduce yourself to customers and the wider market. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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7-  It drives creative decisions

You can make wise choices during the creative process when you know the main message you need to convey to prospects. Your visual brand’s DNA is created by your positioning.

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8-  It drives service development and pricing decisions

Having an understanding of how you stack up against your rivals can help you decide what new services to launch and when. Are you recognised as a provider of cutting-edge services? a cheap supplier? Generalist or specialist? These questions’ responses may have an impact on the services you provide and how you price them.

8-  It drives service development and pricing decisions

Having an understanding of how you stack up against your rivals can help you decide what new services to launch and when. Are you recognised as a provider of cutting-edge services? a cheap supplier? Generalist or specialist? These questions’ responses may have an impact on the services you provide and how you price them.

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👉  How To Create A Brand Positioning Strategy?

Finding out how you stand out from the competition is the first step in developing a strong brand positioning strategy.

Your brand exploration will give you the knowledge you need to create distinctive and successful brand positioning strategies.

You can create brand-specific strategies by using the steps below.

Let’s dive in……

1-  Study your present brand positioning

You can create new brand positioning strategies by understanding your current brand positioning. You’ll be able to spot new competitors as well as better understand your own distinctiveness.

You can start by researching your customer base and their purchasing patterns, then look into the mission, vision, and values of your business. In addition, you can look at the metrics for first call resolution to see how customers interacted with your support staff.

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2-  Conduct competitor research

It’s time to research your rivals once you’ve identified who they are. For the purpose of developing a distinct brand positioning strategy, you must carefully analyse these.

The following should be covered in your research:

  • What services and products do they provide?
  • What type of marketing strategy do they employ?
  • Consider their advantages and disadvantages.
  • What position have they taken in the eyes of the customers?
  • How is the market perceived by them?

3- Identity what makes you different

A successful brand positioning strategy is formed by determining your unique selling proposition, or what makes you stand out from the competition. After researching your competitors, you might discover that some of their weaknesses are also some of your strengths.

You can gain an advantage over your rivals in the market by developing your brand positioning strategy around your recently discovered strengths. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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4-  Build perfect brand positioning framework

Developing a brand positioning framework is the next item on the “to-do” list for developing a successful brand positioning strategy. A brand positioning framework greatly simplifies your life when trying to establish your brand in your customers’ minds.

5-  Create your brand positioning statement

It’s time to communicate your strengths to your target audience through your brand positioning statement after determining your strengths. A brand positioning statement consists of a few lines that describe your unique value proposition and how you differ from your competitors. The brand positioning statement is explained below.

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6-  Connect your customers with emotion

Humans are emotional creatures, so your brand must engage consumers and potential customers on an emotional level. Even though you might be eager to make a hard sell, starting by building an emotional bond with your clients and prospects will make it much simpler.

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7-  Positioning by product attributes & benefits

It involves connecting a product to quality, a feature, or a consumer benefit. A product may occasionally be positioned simultaneously in relation to two or more qualities. The attribute dimension of price vs. quality is frequently used to position products.

Setting the brand apart from competitors based on the unique qualities or benefits provided is a common strategy. A product may occasionally be promoted for more than one benefit.

Marketers make an effort to pinpoint salient attributes—those that matter to consumers and serve as the foundation for purchasing decisions. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

8-  Be consistent

Finding a general direction for your brand is necessary before changing your positioning. If you keep changing your brand, people won’t know what it stands for.

Therefore, be sure that whatever you do will contribute to the long-term development of your brand. Consider what you want it to stand for in five or even ten years.

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9-  Be credible

Some companies have a tendency to overstate the truth, which doesn’t really help them build trust with their audience. Customers won’t trust what you say about your business if nothing you say about it is credible and will appeal to their emotions. Everything must line up with your client’s priorities.

10-  Customer-facing employees should personify your brand

The company’s employees who interact with customers are its best brand ambassadors. Even if you have produced excellent goods or services, what good are they if the brand ambassadors can’t communicate the brand personality?

Everyone who interacts with customer-facing employees, whether they are customers, stakeholders, or potential customers, should have a positive experience with your brand.

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11-  Brand positioning types

Deciding which type of brand positioning would be relevant for your brand can sometimes get cumbersome. However, understanding the three “Cs” of brand positioning can help you pick a suitable type. Let us touch upon the three Cs before exploring the various types of brand positioning.

  1. Consumer:  The consumer is the first C. Your primary goal as a brand should be to satisfy the needs and desires of your target audience. The brand has a greater chance of surpassing its rivals—the second “C”—the better it comprehends the needs and desires of the consumer.
  2. Competitors: Someone who challenges you in the marketplace and sets his brand apart from yours is said to be a competitor. The greater your chances are of maintaining the best position in the market, the better your strategies will be formulated.
  3. Company:  Maintaining authenticity should be a company goal. A brand that is sincere with its customers and authentic has a better chance of leaving a good impression.

The goal of brand positioning is to communicate the benefits of your products to customers and potential customers. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

You can select the types of brand positioning that best suit your company from the list below:

12-  Cost-based positioning strategy

Presenting your product as the most affordable alternative is one of the best ways to position your brand in the marketplace. A lot of customers prefer to buy products that won’t empty their bank accounts. You can easily convert a lot of potential customers when you position your brand as the most affordable option.

13-  Quality-based positioning strategy

A cost-based strategy is the exact opposite of this type of brand positioning. The focus of a quality-based positioning strategy is quality, which is frequently an expensive alternative.

Small-batch production, superior sustainable materials, and exceptional craftsmanship are indicators of a premium product, which is frequently pricey. Budget-conscious customers typically shouldn’t use a positioning strategy that emphasises quality.

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14-  Positioning by price/quality

Price and quality attributes are frequently used by marketers to position their brands. One way they do it is through advertisements that portray the image of a premium brand in which price, while not irrelevant, is viewed as secondary to the superior benefits associated with using the brand.

This strategy is used by premium brands to position their products at the high end of the market.

Focusing on the value or quality the brand offers at a very competitive price is another way to use price or quality characteristics for positioning. 

Price is a crucial factor, but for the positioning strategy to work, the product quality must be on par with or better than that of competitors’ brands. Parle Bisleri — ‘Bada Bisleri, same price ‘ad campaign. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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15-  Positioning by use or application

A brand can also be associated with a particular use or application by conveying a particular image or position.

Surf Excel is advertised as “Surf Excel Haina,” a stain remover. Clinic All Clear also says, “Dare to wear black.”

16-  Utility-based positioning strategy

A utility-based positioning strategy emphasises how your goods or services are more convenient than those of your competitors. Your products’ usability can be highlighted based on factors like design, location, accessibility, and ease of use. You can defend your products’ higher price by emphasising their usefulness.

17-  Positioning by product class

The competition for a given product frequently comes from outside the product category. For instance, airlines know that while they compete with one another, there are also effective alternatives in the form of trains and buses.

The cassette industry must be a competitor for CD producers. The product is positioned in comparison to others that, while not identical, offer the same class of advantages.

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18-  Positioning by cultural symbols

In this additional positioning tactic, cultural icons are used to distinguish the brands. Examples include Ronald McDonald, Tata Tea, and Humara Bajaj. Each of these symbols has successfully set its respective product apart from competitors.

19-  Customer service positioning strategy

How often have you chosen a restaurant, a service, or even a store based on their level of customer service?

Many times! The truth is that providing excellent customer service can work wonders for a company, especially if you work in a sector where this is not a given.

Customer service not only enables you to defend a higher price point, but it also facilitates the development of an emotional bond with the customers. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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20-  Social media positioning strategy

For the reasons listed below, this type of positioning strategy is growing in popularity:

  • Along with any other positioning strategy you have chosen, you can use this one as well.
  • You gain a broader scope.
  • You can communicate with people on a personal and group level.

The best thing about this type of brand positioning is that not every social media platform is required. You can decide which products your target market uses most frequently. Before choosing the platform, consider the following questions:

  • Which information-finding platform do your customers use?
  • In what places do they make purchases?
  • Where do they go to pass the time?
  • What kind of content piques their interest?

21-  Other brand positioning strategies

These positioning techniques are useful, but they are not the only ones. You can establish your brand as the market leader if it produces unique products that address a problem.In addition, you can directly demonstrate how your products are of higher quality than those of competing brands. The fact that there is no one-size-fits-all strategy for brand positioning is its best feature. When it comes to positioning your brand in the minds of consumers, you can come up with your own plan. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

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👉  How To Create A Brand Positioning Statement?

A “brand positioning statement” provides a succinct explanation of your company’s mission and unique selling proposition. The goal of developing a brand positioning statement is to establish a unique place for your brand in the minds of consumers.

When a prospect makes his final purchasing decision, the value proposition you communicate to your customers through the positioning statement is what differentiates you from your competition.

You can create a powerful brand positioning statement if you have a thorough understanding of the following:

  • Who are your customers?
  • What is your value proposition?
  • The intention behind your company’s brand
  • What problems are you addressing?

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👉  How to write a brand positioning statement?

A straightforward template to get you started is as follows:

To (Target market/ Audience) __________, (Brand Name) __________ is the

(Category) __________ that (the differentiating point) __________.

Let’s examine each one in more detail.

  •   Target audience

Your brand positioning statement should begin by addressing the target market. It’s important to concentrate on the core group, even though you might be tempted to target everyone because your product or service might be well-liked by various customer segments.

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  •  Brand name

Before naming your new product, you must frame the positioning statement because the brand name is essential to brand positioning.

If you already have a name for your product that you don’t intend to change, you can design various other aspects of it using the brand positioning statement. 

The positioning statement can be used as a guide when designing packaging or other branded merchandise. Keep reading this complete guide to What is Brand Positioning to get in-depth knowledge of it.

  •  Category

Choosing the category for your brand is a difficult process. Choosing the right brand category requires careful consideration.

For instance, if you limit your category to coffee because your brand sells coffee beans and powder, issues would arise if you tried to include tea in your brand.

It would be wise to choose a larger category so as to reduce the possibility of limiting the brand. The beverage category can be chosen by a coffee brand that also wants to cover tea.

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  •   The differentiating point

You stand out because of your uniqueness. It is how you want people to perceive your brand. Your brand stands out from those of your rivals thanks to a differentiating factor.

When formulating the brand positioning statement, mentioning the differentiating factor is essential, but you should avoid making any guarantees that you cannot keep.

Additional information

  1. It’s important to keep your position statement straightforward. The greater the brand’s reach, the clearer the statement.
  2. Delivering on your promises is important because it promotes brand credibility.
  3. Your core values must be reflected in your positioning statement.

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👉  The Key Takeaway: How Can You Take Your Brand Positioning Strategy To The Next Level?

Hope you found this complete guide to what is Brand Positioning helpful. Overall, just having a great product or service is not sufficient. For the advantage you’re working so hard to achieve to really stand out and be noticed by your customers, you need an engaging customer experience across all of your channels.

Instead of being a one-time event, positioning is more of a daily commitment. But despite all of the effort and difficulty involved, the outcome is well worth the effort.

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