Your Ultimate Guide to What is Brand Positioning and How it Works!

MM

10/12/2022

7 min read

What is Brand Positioning?

Think you know everything there is to know about branding? Everybody assumes they are ready to get right into branding just from the few cues they have. A tagline or logo by itself will not be sufficient to create a powerful brand. You need to consider how clients see you and what will set you apart from the competing companies.

Because of this, it’s crucial to think strategically about your brand’s positioning. It must also be  ensured that the right demographics are drawn to it. But what is brand positioning and how precisely should a brand be positioned?

The Importance of Brand Positioning

Why is positioning important you ask? You can’t just accept an answer like “cause it is” just like that. It is important to understand it through and through!

The process of establishing your brand as something to consider involves spreading the word about it. What matters is how you do it rather than what you do! Each and every company has a brand, but is this by purpose or by accident? You have two options: actively work on your positioning or delegate it to others. But then you have no influence whatsoever over the outcomes. There are several factors that influence brand positioning.

1. It sets you apart

A brand is a company’s personality. Knowing what makes your company distinctive is essential to grab the curiosity of people motivated enough to act. Clarity regarding your target audience is produced by brand positioning. It also explains to your target market why they should choose you as their firm and what makes you unique.

2. It facilitates creativity

Despite the fact that many brands cater to the same target market and audience, still each one of them stands out. Their distinction owes a lot to their brand positioning. Because of this, your brand’s positioning may make or break it. Customers will return for more with a creative, unique plan and solid execution!

3. It justifies your pricing strategy

A value plan may be supported by the brand’s positioning. In other words, when a brand positions itself to emphasise quality and exclusivity, the cost immediately becomes acceptable in the eyes of the consumer. This also holds true for more reasonably priced goods.

Related Post-  What is Co-Branding? An In-Depth Look

 

Brand Positioning Strategies

We know this sounds quite cheesy, but your tone and voice are the glue that hold your brand together at its seams. The proper tone, be it serious, quirky, classy or official, simple, can help set the mood. And when the customer finds the same wavelength as your voice, sales wouldn’t be a problem. You will have a product and customer relationship that would convert into sales in no time.

Bringing it all together

You have a plethora of options when selecting how to position your brand in the marketplace. Your strategy should be tailored to draw attention to the advantage of your product. It also highlights the weaknesses of your rivals.

Here are a few well-liked positioning techniques you can use to set your business class apart.

1. Customer service positioning strategy

There’s a decent probability that you have chosen a store based on their customer service.

Companies in industries with a reputation for unresponsive support can differentiate themselves by showcasing their warm customer service. Other businesses might advertise their robust support networks to draw in new clients.

The most obvious advantage of this method is that it supports charging a higher premium.

2. Convenience-based positioning strategy

A positioning strategy that emphasises convenience explains why a company’s product or service is easier to use than those of the competition. This convenience may depend on elements like proximity, usability, accessibility, and support for different platforms.

Making your product or service the most convenient will draw in time-pressed customers. Similar to the earlier tactic, it can likewise support a greater price.

3. Price-based positioning strategy

A business presents its product as the most cost-effective choice. No one likes to spend more money than they have to, so if you position your product as the least expensive on the market, you can attract a sizeable consumer base. It is simple to convert prospects by providing the lowest price.

The risk of this method is that it gives customers the perception that the quality is poorer. Additionally, you can experience financial difficulties that will harm your brand positioning.

4. Quality-based positioning strategy

This tactic is used by businesses to highlight the high calibre of their goods.

A product’s quality can be demonstrated by its great craftsmanship. small-batch manufacturing, premium materials, and even environmentally friendly production methods that raise the cost of manufacture. The evidence of remarkable outcomes, a high return on investment, and raving client reviews may all attest to the excellence of the service.

Consumers on a tight budget can choose to avoid your brand in favour of a less expensive substitute. However, this is where buyer personas might be useful. Whether emphasising quality is the best approach for your brand will depend on the income and purchasing preferences.

5. Differentiation strategy

A product’s distinctiveness or original features in comparison to the market’s established competitors serve as the foundation of a differentiation positioning strategy.

Consumers who value innovation will be drawn to your brand and product if you employ this method. One potential drawback is that the absence of prior usage can deter the general audience. Consider including the research and testing that went into developing your product if it is brand-new. Consumers that are interested in innovation want to know how a new tech product works. 

Congratulations! You now have a better understanding of the few strategies you can employ. So it’s time to develop a positioning strategy that positions your brand as the friendliest, the most practical, the most affordable, or simply the greatest option when compared to other companies.