Many brands that we work with face the challenge of trying to enter new markets or communicate more effectively within existing markets. Much of this comes down to the brand’s positioning.
Brand positioning refers to the strategic process of defining how your brand is perceived in the minds of your target audience relative to your competitors. It involves creating a distinct and favourable place for your brand in the market, emphasising its unique selling points and value proposition.
Brand positioning is typically achieved through a combination of marketing efforts, including messaging, advertising, visual elements, product development, and customer service. The goal is to create a unique and memorable impression of your brand in the minds of consumers, positively influencing their perceptions and purchase decisions.
Conduct thorough market research to understand your target audience, their needs, preferences, and perceptions. You’ll also need to analyse your competitors’ positioning to identify gaps and opportunities in the market.
Determine the unique features, benefits, or attributes that set your brand apart from competitors. This could be based on product features, quality, price, customer service, or other factors that resonate with your target audience.
Clearly identify and segment your target audience based on demographics, psychographics, behaviour, and needs. Understand their pain points and desires to tailor your positioning accordingly.
Develop a concise and compelling brand positioning statement that communicates your brand’s unique value proposition and its relevance to the target audience. The statement should be clear, specific, and emotionally resonant.
Develop consistent brand messaging that reinforces the brand positioning across all marketing channels. This includes advertising, social media, website content, and other customer touchpoints.
Once you’ve implemented your brand’s positioning strategy, monitor its impact on customer perception and business performance. Gather feedback and data to assess the effectiveness of the positioning. If necessary, refine the strategy based on the insights gained.
Frequently Asked Questions about Brand Positioning
Yes, brand positioning can evolve as your business grows and the market changes. However, major shifts should be done thoughtfully to maintain consistency.
No, brand positioning is essential for businesses of all sizes. It helps establish a clear identity and competitive advantage in any market.
Customer feedback can provide valuable insights, but your positioning should also consider market research, competitor analysis, and brand vision.
Brand positioning is a long-term strategy. While some impact may be seen quickly, building a strong position takes time and consistency.
Yes, strong brand positioning can support premium pricing, as customers may perceive higher value and differentiation.
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