Everything You Need to Know About Brand Positioning

Everything You Need to Know About Brand Positioning

Brand positioning should be every business owner’s concern because the way customers perceive your business greatly impacts your success. Regardless of the industry you’re in, ensure you figure out a suitable brand positioning strategy for your business. In this article we discuss Everything You Need to Know About Brand Positioning.

The beauty of brand positioning is that you can use several strategies at different times to achieve different growth objectives for your business.

Proper brand positioning ensures that your customers know what to expect when they’re shopping with you. Investing enough time, effort, and resources into your brand ensures your customers never doubt the value you offer.

Before you roll out a brand positioning strategy, conduct extensive research to ensure you’re leveraging every arsenal under your belt to make your business climb the success ladder. Find out the things that set you apart from other businesses and use them to shine so bright that no customer can ignore your offerings.

If you’re just launching your business and you’ve never heard about brand positioning, you’ve come to the right place. This article will highlight everything you need to know about this concept.

If you’re ready, let’s get started!

Why is Brand Positioning Important?

Branding and Marketing

You should take brand positioning seriously because your business will have a reputation whether you make an effort to cultivate it or not. Taking matters into your hands ensures that you control the narrative and protect your brand from negative imaging.

Brand positioning matters for your business whether you’re offering a product that doesn’t already exist in the market or you’re joining other businesses to supply a product that customers already have access to. The aim of brand positioning is to make your business a household name that people can relate with. The more customers who relate with your brand, the more sales you’re likely to make.

Another objective of brand positioning is to differentiate yourself from rival businesses. This applies to business owners who are trying to make it in a saturated industry. By increasing your businesses’ brand awareness, you can stand out in the crowd and win over most of the customers.

Types of Brand Positioning Strategies

Before you roll out a brand positioning strategy, ensure you know what type it is. A better understanding of the strategy you’re using ensures that you use the right approach to earn a significant profit. The following are the most common strategies businesses in different industries use to position their brands in front of customers.

Customer Service Positioning Strategy

At the top of the list is a common brand positioning strategy that businesses leverage to win over customers. Since your customers expect you to offer customer service, anchoring your brand positioning strategy to the strength of your customer service would work perfectly to attract more customers to your business.

Regardless of the products or services your business offers, this strategy can help you achieve success because it touches on something close to customers’ hearts. Highlight your employees’ friendliness and courtesy when communicating with your audience, so customers have a valid reason to try your products and services.

The main benefit of a customer service positioning strategy is that you can charge higher for your offerings when customers are convinced that your customer service is unmatched.

Convenience-Based Positioning Strategy

If you use convenience-based positioning strategies, we encourage your customers to keep shopping with you so they can continue enjoying the convenience your business offers. Convenience can come in the form of business accessibility, product delivery, exceptional customer service, reliable customer support, and so much more.

Price-Based Positioning Strategy

Many companies today use price-based brand positioning because they’ve realized that customers can spend more on a business’ offerings if they’re given a good reason to do so. You, too, can find viable reasons for your customers to pay more for your products and services. After all, not every customer is looking for the most affordable option in your product catalogue

Quality-Based Positioning Strategy

This positioning strategy puts emphasis on the quality of your offerings. You can use it to encourage customers to pay more for your products and services. Customers are always willing to dig deeper into their pockets if you offer something that exhibits exceptional processing.

A quality-based positioning strategy is suitable for when you’re rolling out a premium product that targets an audience that prioritizes luxury and customization.

Differentiation Strategy

As the name suggests, a differentiation strategy uses your products and services’ uniqueness to market your brand to your target audience. Establish the innovative qualities your customers enjoy that they wouldn’t experience with any other brand and use them as the basis of your strategy.

By implementing a differentiation strategy, you attract customers who see value in the steps you’ve made to make your offerings original.

Things to Consider when Creating a Brand Positioning Strategy

To establish a unique brand positioning strategy, you have to dive deep into the value propositions your business has that are unique. Since there are so many businesses today, your only guarantee of success is figuring out how to differentiate yourself from your competition.

The connection You’ve Established with Prospects and Customers

Since your business exists because of your customers, you should strive to establish a strong connection with them. Your customers should be able to connect with your brand on a human level before they choose to be loyal to you. That’s why you should humanize your brand through brand positioning strategies that build trust by showing the faces behind your brand.

The Value You’ve Created

For every business, the main goal should be to solve customers’ problems, so they have a reason to choose you over the competition. The more problems you’re able to solve, the more value you create for the business.

Once you establish what value you’ve created for the business, you can find ways to establish a strong brand position in the market.

What to Remember About Brand Positioning

Since brand positioning is a unique marketing practice, it’s good to remind yourself what makes it different so you don’t make grave errors during execution. Here are some of the things to remember about brand positioning as you roll out your next strategy.

Positioning Starts with Priorities

For you to successfully position your brand as one your target audience would be glad to associate with, you need to find out what your customers’ priorities are. From there, you can align your customers’ interests with the product strengths you highlight in your brand positioning message.

While this sounds like an easy thing to pull off, you should engage your branding agency because you’ll have better luck achieving success when you involve professionals. Outsourcing brand positioning to a qualified company ensures that extensive research goes into discovering your audience’s priorities.

Don’t be all things to all People

Many businesses collapse because they try too hard to be a business every person can find valuable. When you’re pushing too hard to please everyone, you end up losing everything because even prospects who would be interested in what you offer would get repelled by your brand messaging.

Instead of trying to be the golden child, strive to target a specific audience with precise branding to ensure your message is not lost in translation.

Anchor Your Brand Positioning Strategies for Strength

When we talk about your business’ strengths, you should aim for things that only your business can offer to customers. Anchoring brand positioning strategies to the things that differentiate you from other businesses ensures that you stay on top of your game.

It’s even better when your products offer more than one advantage that your customers cannot get anywhere else. Discuss with your marketing team your unique strengths and ensure each one of them is incorporated into your brand positioning strategies.

Positioning isn’t Always About the Tangible

If you’ve run your business long enough, you understand that branding goes beyond the tangible facets of the brand. So even if you offer a product that many other businesses sell, this shouldn’t stop you from positioning yourself in front of the right audience.

The same applies to businesses that have achieved immense success. The fact that many people know about your business isn’t an excuse to stop marketing. Even your loyal customers want to be reminded now and then that your brand offers value. Explore unique brand positioning strategies to ensure that you keep your customers coming back for more.

Brand Positioning is Forever

As a business owner, you’ve got to understand that brand positioning is a never-ending process. That means, as your business grows, so should your brand positioning strategy evolve. Even if you’re still using the same business model, bear in mind that the marketplace keeps changing, and your business’ image should change with it.

Wrapping Up

Clearly, brand positioning is a vast topic that you need to invest time understanding. Ensure you partner with a marketing agency, so your business always stays up to date with the latest strategies.

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If you’re looking to learn more about brand strategy, we highly recommend eRESONAID with our friend and acclaimed brand strategist and author Fabian Geyrhalter, it’s packed full of knowledge and insights you will need to learn to become a brand strategist or apply what you learn within your own business.

eRESONAID - The Brand Strategy Framework - Online Course by Fabien Geyrhalter

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