What is Brand Positioning? In the simplest terms, Brand Positioning is the positioning of your brand within the mind of your target customers. This concept is relatively new to marketing practitioners. There are some who feel that it is something new and a phenomenon which has appeared only after a large-scale marketing effort. In reality, though, Brand Positioning is not a new idea.
For one, we have been using this method of positioning since the time when we introduced the first corporate brand – the corporate brand. And since then, it has been used for many other purposes as well. Companies use this concept to create and maintain their branding position within the market. Let us take an example of how this concept works.
As an example, suppose you have a toothpaste brand that dominates the market segments of young women and men. You also have competitors who manufacture toothpaste for men and women and who have launched their products in the targeted market segments. Now, since you have a dominating brand, you can say that this brand position is “the” toothpaste brand. This is because you have positioned yourself firmly on the top spot of the list of most popular brands.
Your competitors, on the other hand, need to devise a strategy to counter your position. If your competitors launch similar products in the targeted market segments, the best way for them to do so is to make a “competitor positioning statement”. What they do is to position themselves as being on the same level as yours – or in other words, to provide the same services and features that you offer. So for instance, if you have a toothpaste product which caters to younger consumers, your competitors might want to launch a competitor positioning statement such as “younger consumers should look for a softer toothpaste” in order to compete with you.
There are many other ways in which competitors can “align” their brand positioning. One is by releasing a similar product in the market segment which is directly competing with yours. However, your brand positioning is not based only on competition. It also has to do with the features of your product or service, your perceived quality and the perception of customers.
Competitors can do a lot of things to make their products stand out from your own. For instance, you can launch a marketing campaign that includes a television commercial, radio commercial and a print campaign. All of these can help you make a credible brand unique to your business. However, you must know that there is one aspect of these other advertising campaigns that will have an even greater impact. What is that aspect? That is the process of competitor research.
Competitors will do everything in their power to be the first to come up with a winning marketing strategy. This includes releasing a similar product in the market segment which is directly competing with yours. However, your brand positioning will not rely solely on competitors. It has to do with you as well.
You have to come up with your own unique marketing strategy. A good way to start is to talk to consumers. Find out what they want and why. From there, come up with a unique marketing strategy that will give consumers exactly what they want and more. The brand position of your business will become stronger because you have effectively positioned your brand position in the minds of consumers.
Once you have developed a unique marketing strategy, you still need to execute it in such a way that you will be able to get results for your efforts. One way of ensuring that you will get results from your branding is to ensure that you position your brand in a way that will be appealing to your target audience. If your brand positioning falls into the wrong hands, consumers may not associate it with your company at all. In fact, they might even think that you are an irrelevant competitor.
The thing about developing brand positioning is that there is no “one size fits all” approach to it. For one thing, some strategies might work well for your competitors but not for your brand positioning. This is because your brand positioning will depend on your personal preferences as a consumer.
A good way to ensure that your brand positioning is effective is to create a number of versions of your strategy. You can do this by gathering market data, consulting with your target audience and doing a lot of trial and error. Once you have refined and tested your positioning, you can then go back and make a few tweaks here and there to your positioning to ensure that it still works well for you and your audience. You can also make frequent changes to your strategy as your audience fluctuates.