Brand positioning refers to the process of creating an image and perception of a brand in the mind of the consumers. Explore more about brand positioning and learn how to effectively achieve brand positioning.
If you want to gather information about something, do you ask to go to the World Wide Web or Google? Successful brands like Google have made a special place in their potential users’ minds, and it was possible due to one thing: Brand positioning.
What is Brand Positioning
Brand positioning is about creating a unique and memorable impression in the minds of consumers so that when they think about a product or service, your brand is the first one that comes to mind.
As per reports, more than 80% of customers believe they need to trust a brand before purchasing from them. Also, another report by Oberlo states that around 73% of consumers believe their experience with a brand is a key factor in helping them make a purchase.
These reports suggest that brand positioning should be an integral part of a brand’s strategy to succeed.
When a brand is positioned effectively, it becomes easier for consumers to remember and recognize it, leading to increased brand awareness, enhanced brand loyalty, perceived value, and an emotional connection with customers.
Examples of Successful Brand Positioning
The beverage brand is positioned as a symbol of happiness, refreshment, and a sweet treat that brings people together. Coca-Cola is the best example for the ‘what is brand positioning in marketing query.
Here are a few ways Coca-Cola has leveraged its brand positioning:
- Consistent messaging: Coca-Cola has used its brand positioning statement, “Open happiness,” consistently across all its marketing and advertising efforts. This has helped to create a strong, memorable, and recognizable brand identity.
- Emotional appeal: Coca-Cola’s brand positioning statement appeals to emotions and creates a positive association with the brand. The brand wants consumers to associate happiness with drinking Coca-Cola.
- Sponsorships and partnerships: Coca-Cola has used sponsorships and partnerships to reinforce its brand positioning. For example, the brand has sponsored music festivals and sports events, creating a fun and happy atmosphere that aligns with its brand identity.
- Product packaging: Coca-Cola has used its distinctive red and white color scheme and iconic logo on its product packaging, further reinforcing its brand positioning and making it easy for consumers to recognize the brand.
- Marketing campaigns: Coca-Cola has launched numerous marketing campaigns over the years that are centered around its brand positioning. For example, its “Share a Coke” campaign encouraged consumers to share a bottle of Coca-Cola with friends, family, and loved ones, creating a sense of happiness and community.
The company is positioned as a motivator and enabler of an active lifestyle, and its “Just Do It” slogan embodies this positioning.
- Empowering messaging: Nike’s brand positioning statement, “Bring inspiration and innovation to every athlete in the world,” appeals to athletes and encourages them to push their limits. This empowering messaging has helped to build a solid emotional connection with consumers.
- Endorsements and collaborations: Nike has collaborated with top athletes, celebrities, and designers to create exclusive collections and product lines. This has helped reinforce its brand positioning as an athletic and fashion footwear and apparel leader.
- Product innovation: Nike has a history of investing in product innovation, which aligns with its brand positioning as a company that is dedicated to bringing inspiration and innovation to athletes.
- Marketing campaigns: Nike has launched numerous marketing campaigns over the years that are centered around its brand positioning. For example, its “Just Do It” campaign encourages consumers to pursue their athletic goals, regardless of obstacles.
- Community building: Nike has used its brand to build a community of athletes and fitness enthusiasts through events, training programs, and social media. This has helped to further reinforce its brand positioning as a leader in the athletic community.
The tech giant is positioned as a provider of premium, innovative, and easy-to-use products, with a strong emphasis on design and user experience.
- Unique messaging: Apple’s brand positioning statement, “Think Different,” emphasizes the company’s focus on innovation and creativity. This messaging sets Apple apart from its competitors and reinforces its image as a forward-thinking company.
- Product design: Apple’s products are known for their sleek and minimalist design, which aligns with the company’s brand positioning as a leader in innovation and creativity.
- Marketing campaigns: Apple has launched numerous marketing campaigns over the years that are centered around its brand positioning. For example, its “Get a Mac” campaign emphasized the difference between Apple’s products and those of its competitors, emphasizing the company’s focus on innovation and design.
- Community building: Apple has used its brand to build a community of loyal fans and customers through events, training programs, and social media. This has helped to further reinforce its brand positioning as a leader in technology and design.
- Premium pricing: Apple’s premium pricing strategy reinforces its brand positioning as a premium brand that offers high-quality, innovative products.
What is a Brand Positioning Statement?
A brand positioning statement is a declaration that defines the unique value proposition and identity of a brand about its competitors. It outlines what makes the brand different, what benefits it offers, and why it matters to its target audience.
Now the question is: what is a brand positioning statement?
Here are a few examples of successful brands and their brand positioning statements:
Mercedes-Benz – The best or nothing.
Amazon – Work hard. Have fun. Make history.
McDonald’s – I’m lovin’ it.
BMW – The ultimate driving machine.
FedEx – When it absolutely, positively has to be there overnight.
Toyota – Moving forward.
Samsung – Imagine what tomorrow brings.
These brand positioning statements are memorable and concise, and effectively communicate the unique value proposition of each brand, helping them to stand out in the minds of their target audience.
A brand positioning statement should be concise, memorable, and capture the essence of what the brand stands for. It serves as a guiding principle for all branding and marketing activities, helping to ensure consistency and coherence across all touchpoints.
A brand positioning statement can help organizations make decisions about product development, advertising, and other marketing initiatives that align with the brand’s overall strategy and purpose.
Why is Brand Positioning Important?
As an individual or business, having a recognizable reputation is crucial in today’s society. However, it’s important to note that this reputation can be shaped intentionally or unintentionally.
To ensure a positive image and control over one’s reputation, creating a well-defined brand positioning plan is imperative. This plan will allow you to take a proactive approach to establish and maintaining your desired reputation.
By carefully defining and executing their brand positioning, businesses can communicate the value they offer to their target audience, which can lead to increased brand recognition, customer loyalty, and ultimately, sales.
For example, consider two car manufacturers, one positioning itself as a luxury brand with a focus on premium materials and advanced technology, while the other positions itself as a budget-friendly option with practical and reliable vehicles.
These different brand positions help to distinguish each manufacturer from one the others and attract different segments of customers based on their individual needs and preferences.
Different Types of Brand Positioning Strategies
A well-defined brand positioning can help to assure customers that the brand is trustworthy and dependable, which can increase brand loyalty and maintain sales.
For example, during the COVID-19 pandemic, many companies had to quickly adapt their brand positioning strategies to reflect the changing needs and concerns of their customers.
Brands in the food industry, for example, shifted their focus towards offering contactless delivery options, while others in the health and wellness sector highlighted their commitment to providing safe and sanitary products.
A strong brand positioning strategy can help organizations weather the challenges of crisis and emerge stronger, by clearly communicating their unique value proposition and building customer trust and loyalty.
Here are some of the most important positioning strategies that your brand can use to get recognized in the market:
- Customer Service Positioning Strategy
This strategy focuses on positioning the brand as offering exceptional customer seto differentiatetiating it from its competition and building customer loyalty.
For example, a brand that positions itself as a customer-focused business may offer extended hours, personalized support, and a satisfaction guarantee to demonstrate its commitment to its customers.
- Convenience-Based Positioning Strategy
It is an effective Brand Building strategy for positioning the brand as offering convenient solutions for its target audience. For example, if a business is about a fast food chain, then it can focus on its drive-thru service, mobile ordering options, and delivery capabilities to appeal to customers who are seeking quick and easy solutions.
- Price-Based Positioning Strategy
This kind of strategy can help position the brand as offering affordable products or services, often without sacrificing quality. Brands or companies that adopt this strategy may offer lower-priced alternatives to similar products or may focus on providing value for money by offering discounts or bundle deals.
- Quality-Based Positioning Strategy
A brand can use this strategy to show that it offers high-quality products or services, often at a premium price point. Brands that adopt this strategy may focus on excellent materials, advanced technology, and rigorous testing procedures to demonstrate their commitment to quality.
- Differentiation Strategy
Its strategy focuses on positioning the brand as offering something unique and different from its competitors, such as a unique product, process, or customer experience.
For example, a luxury fashion brand may focus on its bespoke tailoring service or its use of eco-friendly materials to differentiate itself from other brands in the market.
In the End – Successfully Position Your Brand
In today’s competitive landscape, a well-defined brand can be the difference-maker in entering or succeeding in any market. A solid brand positioning strategy is essential for making an impact, capturing and maintaining the attention of your target audience, and driving growth for your brand.