Whenever you present yourself in a unique way, you create your own identity that attracts attention from others. Creating your own position in society takes you to the top. That’s how branding works with regards to brand positioning.

What is brand positioning?

The term “brand positioning” refers to a unique identity represented by their customers. These are the value propositions and brand strategies through which customers prefer their brand over others. Brand positioning helps companies represent themselves in a way where the audience can create an association with the brand and its values. Drive you to success-based brand plans based on how well and how many people know your brand rather than creating a generic website.

Need for brand positioning and importance:

Brand positioning creates market and brand differentiation by competing on value (not price), justifying pricing strategies, amplifying your storytelling, and making your design more creative. It’s important to bring in brand positioning to define your brand, share your core values, explain why it’s better than other brands, and maintain relevance while being realistic.

Steps to achieve powerful brand positioning:

Step 1: Define Your Brand Purpose

Connecting customers with your brand on a deeper level defines your brand’s purpose.

Step 2: Understand your customer

When you know your target audience, you position your brand to meet the audience’s needs and wants.

Step 3: Decide on what you know for

Create an identity where people feel unique. Always analyse your competitors.

Step 4: Write a positioning statement.

Develop a positioning statement that captures your brand’s values and attracts audiences.

Step 5: Own your position.

Always align your positioning strategy to occupy the minds of your customers and to project yourself as branding expects.

Key elements of brand positioning:

The consumer: Target relates to experience in the category, why they are in this category, and why your brand is a perfect solution for them.

The pain point: The pain point focuses on the problem that your company is going to solve. Focus on the customer’s needs and solve them to gain credibility.

The reasons to believe: Make your consumers believe in your brand through its unique features. Provide them with proper offers that make them believe in you, which can also lead to them recommending it to the next person.

The brand promise: Explains what your consumer always wants from your brand. Delivering meaning to consumers and value to the brand lifts your brand positioning.

The emotion articulates what emotion the consumer wants to experience after engaging with your brand and your product.

5 common positioning strategies:

1. Consumer services positioning strategy: influencing customers’ minds with the characteristics of the brand. Creating your own unique strategic brand management points can bring in customers.
2. Convenience-based positioning strategy: How convenient is your product compared to your competitors?
3. Price-based positioning strategy: The best price for your service is based on consumer demand and competition.
4. Quality-based positioning strategy: emphasise the quality of the brand or product. This might increase your credibility, making people believe in your brand.
5. Differentiation strategy: providing something unique from their competitors, like services or products.

Objectives of brand positioning strategies:

Recognition: Gaining popularity by making services and products accessible to customers so they can recognise the brand name.

Rebranding: rebranding a product or service to make it unique among the other categories of the same brand or product.

Credibility: giving consumers a promise on the services and products they buy. When it is broken, it has a negative impact on the entire brand.

Competition: Provides a competitive edge to understand how consumers judge it compared to other brands.

Criteria for evaluating brand positioning strategy:

Is the positioning relevant?

Focus on the needs of the target and solving their issues, not on what the brand needs to sell.

Is the positioning different?

Your brand does not always have a positive note with the audience, so planning your strategy should be clear, or you will struggle against your competitors.

Is it difficult to copy?

We often steal ideas, and when your ideas are not clever, they are stolen. The fast-paced work helps you get on top of your market.

Is it easy to understand?

The use of language should be precise and direct, focusing on the main benefit that you offer your customers.

Examples of brand positioning:

1. Tesla and Audi brands position them as luxurious using a quality-based positioning strategy.
2. McDonald’s is a price-based strategy, as it positions itself as a trusted fast food restaurant that is cheap and affordable.
3. Microsoft positions itself as a user-friendly technology.
4. Nike: Just do it; focus on performance and innovation. They built waffle shoes to target professional athletes. The positioning strategy focuses on empowerment and creating deep emotional bonds.
5. Starbucks is the largest coffee chain in the world, with a wide range of high-quality menus beyond coffee. They focus on convenience, comfort, quality, and experience.

Conclusion:

On the whole, the main aim of brand positioning and its strategies is to put your brand in the number one place. It makes consumers search for your brand when they need it and choose it regardless of other different brands available on the market. Maintaining a good brand position among the customers can make you the best branding agency in Chennai. Birth Marque is the right place to brand with one of the leading and most professional branding companies in Chennai. They provide you with various digital marketing services to market your product, so your organization reaches out to more clients.