Brand Positioning
Brand positioning is the process of creating a clear image of the brand in consumers’ minds and establishing how it differs from competitors.
Simply put, it answers the question:
Why should a customer choose this brand?
Why is positioning important?
Effective positioning helps to:
- stand out from competitors;
- communicate the unique value of the product;
- build a consistent brand image;
- increase audience trust and loyalty;
- simplify marketing communications.
Key elements of positioning
- Target audience – Who the product is intended for: segments, needs, behaviors.
- Competitive environment – What alternatives customers have and how they differ.
- Unique Selling Proposition (USP) – What makes the brand special and valuable to the customer.
- Reasons to Believe (RTB) – Facts and evidence that support the brand’s promise.
Types of positioning
A brand can build its positioning on different foundations:
- price (affordable or premium);
- quality;
- innovation;
- functionality;
- emotions and values;
- niche or audience.
Example
A brand may position itself as affordable and mass-market,
or as premium and exclusive,
or as an expert in a narrow niche.
How positioning is developed
- Analyze the market and competitors.
- Study the target audience.
- Define the unique value of the product.
- Formulate the key brand message.
- Implement it across communications (advertising, website, content).
Key takeaway
Brand positioning is how the brand is perceived in the audience’s mind and how it differs from competitors.
Strong positioning makes a brand clear, memorable, and attractive to customers.
