Do you know how to develop a brand positioning? Marketing professionals utilise positioning and branding to set their brands out from the competition. Numerous businesses compete for the same target market in the same product and service categories across the majority of industries.
What is brand positioning?
Brand positioning is defined as the intellectual space that a product or brand occupies on a grid of competitors in the mind of your customers. This is a crucial step in developing a brand for a product. Allowing the consumer to rank the product and brand against rivals is what positioning aims to do.
Why do you need a positioning grid?
A positioning grid is a perceptual map that can be used to highlight key characteristics of a category. Every product category can benefit from positioning grids, which can also be utilised to build a competitive view. Positioning grid axes frequently use opposites along a spectrum of options.
Two-dimensional maps of a brand category are not able to bring sufficient understanding to the complexity of the category. All kinds of axes can be used to create a better understanding of existing perceptions and positions that occupy consumers’ minds. A crucial role that these grids play is to understand where possible positioning gaps may lie as shown in the image below.
What is the difference?
One of the important ways that marketers can create a positioning strategy is to differentiate their offerings. Marketing theory on brand differentiation takes the perspective that it is necessary for consumers to have a reason to buy the brand. The function of a brand is to summarise what a good or service is, does, or stands for. Distinctive elements can include brand names (Nando’s), logos (KFC), colours (Nivea), and payoff lines (Nike – Just Do It).
Crafting a positioning statement
A brand positioning statement should be a short sentence of what a brand stands for. It should clearly identify the target audience and the brand promise. This statement will guide all communication to ensure that the voice of the brand remains consistent throughout any marketing tactics.
A brand positioning statement must have:
- A description of the target market
- A definition of the category the brand falls into
- The brand promise and reasons to believe the brand promise
Marketers sometimes make use of a template, such as the one below:
For [target market], [your brand] is [category], that [promise], because _________________
The statements made in an effective brand positioning statement are always quite explicit. The target market should be very specific, with only one brand promise communicated and believed.
A great brand positioning must be:
- Be attainable & trustworthy
- Be straightforward, concrete, vivid, short, and precise
- Avoid using generalised, meaningless language
- Reflect real-world thinking by using language that people actually use
- Speak in a way that demonstrates how you can provide your target audience with a solution.
A brand positioning helps to maximise the effectiveness of marketing. It gives the business the ability to target and serve target markets in a way that distinguishes its brand from those of its rivals. If all of this is done successfully, the brand’s equity and worth will increase.
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