Brand Positioning - A Complete Beginners Guide

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”.

The Importance of Brand Positioning

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.

1. Differentiation: In a market saturated with similar products and services, brand positioning helps you stand out. It gives consumers a reason to choose your brand over others.
2. Consistency: A well-defined brand positioning ensures that your brand message is consistent across all touchpoints, from advertising to customer service. Consistency builds trust and credibility.
3. Customer Loyalty: When consumers can easily identify and relate to your brand, they are more likely to become loyal customers. Loyal customers are not only repeat buyers but also brand advocates.
4. Price Flexibility: A strong brand position allows you to command premium prices. Consumers are often willing to pay more for brands they trust and value.
5. Clarity: It provides clarity internally as well. Your team or staff will know what your brand stands for, making it easier to fulfill your brand's commitment.

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.

1. Know Who You’re Talking To.

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”.

3. Define Your Unique Value Proposition (UVP)

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?"

4. Craft Your Brand Story

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.

5. Choose Your Brand Positioning Strategy

There are several positioning strategies to choose from, including:

• Product Attributes: Position your brand based on specific product features or characteristics.
• Price: Position your brand as the most affordable or the premium choice.
• Quality: Emphasize the superior quality of your products or services.
• Problem-Solution: Highlight how your brand solves a specific problem or addresses a need.
• User Experience: Focus on the overall customer experience and satisfaction.
• Heritage or Tradition: Leverage your brand's history and tradition to create a sense of trust.

Select the strategy that aligns best with your UVP and resonates with your target audience.

6. Create a Brand Positioning Statement

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]."

7. Consistently Communicate Your Brand Position

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.

Examples of Successful Brand Positioning

Let's take a look at a few examples of brands that have mastered the art of positioning:

1. Apple

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.

2. Nike

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.

3. Volvo

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.

Avoid Common Pitfalls

While brand positioning can be incredibly beneficial, there are common pitfalls to avoid:

• Lack of Research: Failing to understand your audience and market can lead to misguided positioning.
• Inconsistency: Inconsistent messaging can confuse customers and weaken your brand's identity.
• Overpromising: Be cautious not to make promises your brand can't deliver on.
• Ignoring Feedback: Ignoring customer feedback and market changes can lead to stagnation.

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.