21 September 2023 · 6 min read
Chelcie Plowright
Managing Director & Brand Strategist
21 September 2023 · 6 min read
Brand positioning is a crucial first step before creating a brand identity, brand strategy, or building out the foundations of your business. In today's high noise, low signal marketplace, successful brand positioning is vital. It's the art and science of carving out a distinctive space for your brand in the minds of your target audience.
When done well, it can make your brand unique, create loyal customers, align your team, and boost business growth. Below we discuss brand positioning, its importance, and our secret formula for creating a successful brand strategy.
Understanding Brand Positioning
Brand positioning is how you define your brand and what it offers in the minds of your customers or clients. Determining where your brand fits in the competitive landscape and how it is perceived is important. Effective brand positioning creates a unique and compelling identity for your brand that sets it apart from competitors.
The last thing you want is your brand swimming in the “Sea of Same”.
So what’s all the buzz about brand positioning? When we work with our clients to develop a brand positioning, the following things start happening.
How to Create a Brand Positioning
Now that we understand the significance of brand positioning, let's delve into the steps to create a successful positioning strategy.
Successful brand positioning begins with a deep understanding of your target audience. Who are they?
What are their needs, desires, and pain points? Conduct market research to gather data and insights that will inform your positioning strategy. We suggest interviewing your loyal customers to better understand what they really want and need.
2. Analyse the Competitive Landscape
To position your brand effectively, you need to know your competition. Analyse the strengths and weaknesses of your competitors, identify gaps in the market, and determine where your brand can excel.
We often also recommend you consider apathy as a competitor - for example, “it’s easier doing nothing”.
Your Unique Value Proposition (UVP) is the heart of your brand positioning. It's the unique benefit or value that your brand offers to consumers. Ask yourself: what is it that my business does, that NOBODY else can compete with?”.
Your UVP should be clear, concise, and compelling. It answers the question: "Why should customers choose your brand?"
A compelling brand story can make your brand more relatable and memorable. Humans remember stories. Your story should reflect your brand's values, mission, and personality. Use storytelling to connect with your audience emotionally.
There are several positioning strategies to choose from, including:
Select the strategy that aligns best with your UVP and resonates with your target audience.
A brand positioning statement is a concise declaration that communicates your brand's unique value and promise. It should be memorable and easy to understand. Here's a template for crafting one:
"For [target audience], [brand name] is the [product/service category] that [unique value proposition] because [reason why it matters]."
Consistency is key to successful brand positioning. Ensure that your brand message, visuals, and tone are consistent across all marketing channels and touchpoints. This includes your website, social media, advertising, and customer interactions.
Let's take a look at a few examples of brands that have mastered the art of positioning:
Apple positions itself as a brand that offers innovative, user-friendly technology. Its "Think Different" campaign highlighted its unique approach to technology, emphasizing creativity and individuality. Apple's brand positioning has made it synonymous with cutting-edge design and innovation.
Nike's "Just Do It" campaign positioned the brand as a source of inspiration and empowerment for athletes and active individuals. The message is clear: if you have a goal, don't hesitate—just do it. Nike's branding focuses on the idea that anyone can achieve their goals with the right mindset and gear.
Volvo positions itself as a brand that prioritizes safety above all else. This positioning has resonated with consumers for decades, making Volvo a trusted choice for families. The brand's commitment to safety has become its unique selling proposition.
While brand positioning can be incredibly beneficial, there are common pitfalls to avoid:
You can develop a unique brand positionong by using this guide and studying successful examples. This strategy will lead to long-term success in a competitive market. Remember, strong, enduring brands are built upon effective brand positioning.
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