Effective brand positioning is the basis of success
Positioning in the marketing context is associated in particular with SEO, i.e. a method that relies on the appropriate promotion of websites by a search engine, based on keywords that define them. However, brand positioning has also been carried out for years. What is it and what is it, and how can you position your brand? Find out in our article. You will also learn tips that will help you create and improve its position to stay ahead of the competition.
Probably each of us is able to easily replace several dozen brands - both Polish and foreign. However, they are not defined only by the distinctive logos. They also include a unique idea, communication strategy, values and a philosophy that is focused on the needs of the target group, i.e. specific recipients. Today, when the market in almost every industry is competitive, attracting customers to a given brand, product or service becomes more and more difficult - which is why brand positioning is of great importance in this context.
What is brand positioning?
In marketing, brand positioning is a set of activities that involve special shaping of its image in order to create a specific image among the recipients, which at the same time will stand out from the competition.
The term "positioning" was first used in 1969 in the publication "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. The authors pointed out that positioning takes place in the mind of the client and it is a specific "battlefield" for products, services, brands or companies. In his book "About advertising" ("Ogilvy on Advertising") this topic was also discussed by David Ogilvy, who characterized positioning as looking for answers to the questions: what is a given product, what is its purpose and for whom it is intended.
In general, brand positioning is a specially designed marketing strategy that allows you to emphasize the characteristics of a given brand and its offer in comparison with the competition. Positioning is carried out on the basis of a given target group of customers, the characteristics of the offer, its category, origin, price, distribution and communication channels, and other types of parameters that allow the brand to be distinguished.
Thanks to properly carried out positioning, it will be able to find the right space on the market, its unique and consistent character, around which further advertising activities will be conducted - creating its products, advertising slogan, packaging, logo, advertising style, as well as price setting.
Brand positioning - the most popular techniques
A marketing specialist, whose task will be to position the brand, usually faces a difficult task - from a shapeless mass to create a unique work that is to appear in the minds of customers in order to model their purchasing behavior. Therefore, a number of different types of techniques are used to achieve the intended goal:
positioning by price - most often the lowest or the highest; we usually associate the most expensive products with the best and the most exclusive ones, while the cheapest ones are usually "good and cheap";
positioning by the origin of the product - German quality, French perfumes, Swiss watches or Japanese electronics - the country of a given brand allows for a positive association;
positioning by unique attributes - it is based on emphasizing unusual, unique features that the competition does not have;
positioning by specialization - focusing on only one area to build the image of a specialist in this field;
positioning by gender - targeting a product to a specific group of recipients, such as cosmetics or cigarettes for men;
positioning by way of use - so that a given brand is associated with a specific occasion, for example, with thanks or fun.
What do you need to remember when positioning a brand?
There is no perfect recipe for brand positioning - obtaining the optimal result is possible only when these activities are carried out in accordance with the basic principles, focusing on a given brand in order to get its full potential.
1. Originality above all
The first and foremost rule is not to copy what others have already done.If a brand is to become interesting for a given target group, it should in particular be original, so that it is clearly visible against the competition, and not duplicate ideas, constantly remaining in the shadows.
2. Simplicity pays off
Brand positioning should not be chaotic, with attempts to emphasize its various parameters - the most important thing is to choose one around which the entire concept can be built, because the more complicated the positioning concept, the more difficult it is to achieve the intended goal. Simple brand definition has one more advantage - it makes it easier for potential customers to remember it.
3. Common area of customer and brand needs
Wherever the parameters characteristic of a given brand and market needs intersect, positioning is carried out. For this purpose, it is necessary to carry out appropriate market research and on this basis to define customer needs. This allows you to stand out from competing brands without copying their ideas.
4. It is worth being credible
Building a brand's position around those attributes that do not apply to it, as well as promises that it cannot fulfill, does not have a positive effect on its credibility - rebuilding a tarnished image can cost a lot.
5. Track market changes
Once built, the brand image should not always remain constant. The market and customers are subject to many changes, the competition is also changing, so it is worth following the environment in order to position the brand in accordance with the current circumstances.
6. Speak in an understandable language
When building a brand's position, it is also important to choose the appropriate language of communication with the client. In particular, the parameters of the target group targeted by a given brand must be taken into account.
A correctly positioned brand is therefore the basis for success, regardless of the industry - thanks to it you will be able to stand out on the market and attract new customers. We hope that our article has brought you closer to this topic and will help you position your own brand!