Put simply, brand positioning is the way a product appears in relation to other products in the market. It makes sure that all brand activity features a focused, consistent approach. Positioning makes sure that: a brand name is exclusive and distinctive in the market; is sustainable and can be delivered consistently across all markets; helps a business achieve its financial goals.
An individual’s perception of your brand should not be controlled, but it may be influenced. Actually, Brand Analysis is a thing that will happen on its own. Your market determines their feeling towards your brand and that relating to the competition. However, you can positively influence market perceptions through strategic actions. Brand positioning has 3 major components:
Positioning – the entire process of making a brand image or identity that attracts the objective market of the product or organization
Re-Positioning – trying to change the identity of a product relative to the identity of competing products within the marketplace
De-Positioning – attempting to influence of change the identity of competing products in accordance with the identity of your own product.
To make a distinctive brand, it is crucial that you accurately define the current market where your brand will compete. You must learn the product attributes that can be found within the competitive space. It is crucial to identify the differences and similarities between your logo and others in order to craft the correct identity and image. A strong brand communicates its unique attributes, details and the factors behind purchasing your products or services over another.
When determining the unique value proposition of the brand you might choose one or more differentiating factors to differentiate your products or services from others that exist in the marketplace. The major positioning types include:
Target – focusing the brand’s marketing on the specific market segment including; demographic, geographic, ethnic, or economic. To produce success in target positioning, the prospective market needs to view the brand as better than other in meeting their requirements.
Benefit – if a product or brand delivers a perceivable benefit over other competitors. The impact of positioning by benefit depends on the amount of people that may reasonably appreciate this difference as well as the marketer’s ability to communicate the main benefit.
Price – creating awareness by putting a product at the top or bottom in the competitive pricing scale. The brand image in addition to profit margins may be greatly affected by this sort of positioning strategy.
Whether you’re a B2C, B2B or nonprofit marketer, growing your new marketing and marketing communications plan is definitely challenging. And today, despite some glimmers of improvement towards the economy, the entire world that you operate is most likely still a precarious one.
As you move forward inside your planning process, among the difficult questions you face is how you can allocate your precious resources – money, some time and people – one of the various disciplines under consideration – social networking, traditional media, content marketing, PR and events – as well as what message to provide across them
Maybe now is the time to think about an audit of the marketing communications program to determine what is and what isn’t working. Look before you leap! Distribution – working with a sales channel that is certainly not utilized by competing brands or products. Having the first product of their kind sold in a particular market segment can cause people to see it as unique or cqhina of special consideration.
Craig Johnson is the chief strategist and co-founding father of Quaintise, a premier brand identity house. His Atlanta based branding agency helps organizations create passionate brands which can be memorable, relevant, and lasting. Specializing in brand development through process driven solutions, Quaintise’s services include: brand audit, brand positioning and strategy, brand and product naming and brand identity development. Quaintise’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.