Put simply, brand positioning is just how an item appears in relation to other products in the market. It ensures that all brand activity features a focused, consistent approach. Positioning makes sure that: a brandname is exclusive and distinctive in the marketplace; is sustainable and can be delivered consistently across all markets; helps a business achieve its financial goals.
An individual’s thought of your brand can not be controlled, but it can be influenced. In fact, Brand Strategy is something that will happen on its own. Your market determines their feeling towards your brand name and that of the competition. However, you can positively influence market perceptions through strategic actions. Brand positioning has 3 major components:
Positioning – the entire process of creating a brand image or identity that appeals to the prospective market of any product or organization
Re-Positioning – trying to modify the identity of the product relative to the identity of competing products within the marketplace
De-Positioning – attempting to influence of change the identity of competing products relative to the identity of your own product.
To produce a distinctive brand, it is essential that you accurately define the current market where your brand will compete. You must realise the item attributes which exist in the competitive space. It is essential to distinguish the differences and similarities involving the logo and others so that you can craft the best identity and image. A powerful brand communicates its unique attributes, details and the reasons behind purchasing your products or services over another.
When determining the unique value proposition of the brand you might choose several differentiating factors to tell apart your product from others that can be found inside the marketplace. The key positioning types include:
Target – focusing the brand’s marketing over a specific market segment like; demographic, geographic, ethnic, or economic. To create success in target positioning, the objective market must see the brand as better than other in meeting their requirements.
Benefit – when a product or brand provides a perceivable benefit over other competitors. The impact of positioning by benefit will depend on the number of individuals that can reasonably appreciate this difference and also the marketer’s ability to communicate the benefit.
Price – creating awareness by putting a product towards the top or bottom from the competitive pricing scale. The manufacturer image as well as profits may be greatly afflicted with this kind of positioning strategy.
Whether you’re a B2C, B2B or nonprofit marketer, growing your new marketing and marketing communications plan is definitely challenging. Now, despite some glimmers of improvement to the economy, the planet in which you operate may well be still a precarious one.
When you progress within your planning process, one of many difficult questions you face is how to allocate your precious resources – money, time and people – amongst the various disciplines under consideration – social media marketing, traditional media, content marketing, PR and events – as well as what message to deliver across them
Maybe the time has come to take into consideration an audit of your marketing communications program to find out what is and what isn’t working. Look before you decide to leap! Distribution – utilizing a sales channel which is not utilized by competing brands or products. Getting the first product of their kind sold in a particular market segment can cause people to view it as unique or cqhina of special consideration.
Craig Johnson will be 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 are memorable, relevant, and lasting. Specializing in brand development through process driven solutions, Quaintise’s services include: brand audit, brand positioning and strategy, logo and product naming and brand identity development. Quaintise’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.