Creating a brand is essential to any business. It is the essence of your company, giving it a personality customers can connect with. Your brand is your face and introduces your values to potential clients.
A brand requires attention to become an accurate representation of your business values, goals, and persona.
Brand Positioning is about creating relationships in your target audience’s mind. Understanding how your brand connects with customers makes it easier to understand what triggers link your brand with specific associations for your customers. Brand positioning is about creating relationships. For example, if your company produces fruit juice, your brand would create links with fresh fruit, healthy living, and refreshment. Your marketing would position the brand alongside other lifestyle brands that can help boost the image of the brand through positive associations. For example, your juice brand might partner with a gym, which then implants the idea that your fruit juice is a product consumed by health-conscious people. There are millions of examples of brand partnerships that leverage positioning to reach a large target audience. The following seven reasons reinforce why you need to consider the importance of brand positioning in 2023.
Brand Positioning creates market differentiation.
Your unique sales proposition is essential to the message of your brand. Therefore, your product or service should clearly announce why it is different, important, and desirable to your target audience.
Tell audiences what unique answer your brand supplies to solve their problems. For example, an insulated water bottle that is better than its market competitors simply by having a more secure seal is a USP that appeals to many shoppers. By positioning your water bottle alongside camping products, it is possible to attract a larger audience of outdoor-loving customers who place brand importance on associations.
Brand Positioning is about communication.
A clear Brand Position enables you to efficiently and effectively communicate with your target audience. Marketing and sales messages overwhelm our personal spaces, online and in the physical world.
Your brand needs to find its place. Some brands, like Apple, choose to give stickers free with purchases. They leverage people’s desire to be associated with the brand that they have created. Apple represents minimalism, leading technology, and success. The community of brand followers who want to be linked with the brand will display the sticker announcing their connection with the community.
This visibility helps implant your brand logo into the minds of your desired audience. Many people in your target audience will belong to the same community. Quietly making your brand known helps spread the word through your target audience.
Brand Positioning makes purchasing easier.
The competition for customers in most industries is fierce. Brand positioning at the top of your customer’s minds is the only way to beat competitors. For example, if you have a coffee shop and three of the five shops around yours are also coffee shops, your brand should clearly state your core product to reduce confusion and draw customers. Your brand name should include the word ‘coffee’ and clearly promote that your product and service is the best coffee in the area. Customers looking for coffee will be attracted to the most straightforward solution – they want coffee, and you sell it.
Brand Positioning competes on value.
The value of your product or service is not based on price. Your value is attributed to your brand through marketing, customer reviews and testimonials, and ongoing sales. The value is often based on arbitrary factors that are industry dependent. For example, in fashion, the brand value is based on who is seen wearing the clothing, how popular items are in certain demographics, and the ‘quality’ of designs and fabric.
Without Brand Positioning, a company is anonymous and unlikely to attract the high-level sales required for growth. Online businesses need to position their brand in the right spaces. This includes banner ads, pop-ups, and social media posting connected with the right supportive partners that give a brand an association with prestige. For example, the New York fashion week hosts competing designer brands, and they all leverage their prestige to grow their brand and reputation. The same should be done online by carefully selecting affiliates, ad space, and promoting social media.
Brand Positioning guides pricing strategies.
The sales price of your product or service is determined by more than cost. If your brand has a reputation that precedes its success, you can leverage this to determine a price point that places your brand in a category that appeals to a specific demographic. For example, Adidas is at a low price point that is accessible to everyone but has some exclusive items. This attracts everyday people to the brand, making it ubiquitous, but it still adds a layer of desirability with items that are tens of thousands for a pair of shoes. The brand can achieve this through years of positioning, making the brand an essential lifestyle option for people worldwide.
Brand Positioning amplifies your story.
Your brand story is the backbone of your brand. The values, goals, message, and audience are all in a brand story shared in all content.
Telling a story creates connections. Your brand story does not need to be real – it needs to be honest. This means your brand story can be based on a fairytale but grown in reality. Take the story of McDonald’s restaurants, the fast-food chain based on family values and small-town ideals. However, the brand is one of the most innovative and creative in the world, having more than 36,000 stores worldwide. Its homely story of a one-person success is more horrifying when we learn the brand is responsible for some of the most disastrous changes to farming and food manufacturing. Despite the controversy around the brand and the poor quality of its products, the brand remains strong. It is an example of how your story and messaging create value and secures your positioning.
Brand Positioning boosts creativity.
Brand positioning is always fluid. While the core brand story must remain strong, sharing that message must be creative. Using different images, colors, stories, and modern phrases, it is possible to retell the same story millions of times. Brands that are high-successful have managed this.
Coca-Cola is one of the most influential brands in the world. While its red and white have not changed, the font used for the logo, its catchphrases, and its images is regularly updated to maintain appeal in its target demographic. The brand also focuses on glocalized marketing techniques. At its core, the message is ‘happiness.’ Coke has made it possible to show this message in thousands of ways in hundreds of countries. It is a creative brand that is known worldwide.
Brand stories and brand positioning are essential to the growth of any business. While marketing and promotion might seem like a considerable expense, getting it right can transform the direction of your company. Understanding your story, audience, potential, and targets will make the brand story easier to share.