![]() You can see this brand positioning at work with big-box department stores. If your products offer a unique way of saving money, focus on brand value as a competitive advantage. Position Your Brand Around PriceĬonsumers look for ways to save cash. If you position your vehicle brand around reliability and people know your cars for breaking down, it’s going to hurt your reputation worse than if you left your brand raft adrift without a rudder. ![]() Porsche is all about performance, while Volvo is dedicated to safety.īefore building a positioning strategy around a product characteristic, make sure your product lives up to its claims. Other car manufacturers position their brands around other product characteristics. You know their vehicles will run forever with limited maintenance. Toyota’s brand position is all about reliability. These characteristics-that customers love-are a great basis for a positioning strategy.įor example, think about the automotive industry. Think About Your Product’s Characteristics There are four fundamental ways to build an effective brand positioning strategy:ġ. Once you find answers to these questions, you can create a powerful brand positioning statement to guide your positioning strategy. Why should customers believe your brand‘s claims?.What makes your product or service different from the customer‘s perspective?.Do you currently have brand resonance existing in the customers mind?.What is the brand messaging for your existing products?.How does your product or service meet the needs of your customers?.What category does your product or service fall into?.Take into consideration everything that could affect your company reputation: To do that, create a brand positioning statement.Ĭreate your positioning statement as a brief thought (no longer than a paragraph) explaining how you want to influence consumer perception about your brand. 4 Ways to Create a Winning Brand Positioning Strategyįirst, you must understand what makes your brand unique and how you want it to fit within the marketplace. No matter how you use it, brand positioning can have a major impact on your bottom line. You can use your brand positioning to communicate your product’s value, boost brand awareness, or justify your pricing-to name a few. It’s how you guide your brand raft (reputation) where you want it to go. If you don’t guide the raft, it’s going to float wherever the ocean takes it, even if that’s not where you want to be. Think of your brand‘s reputation as a raft adrift at sea. Brand positioning is carving out a niche within a category and establishing your brand as the obvious choice for this target audience. What is a Brand Positioning Statement?Ī brand positioning statement is a decision made by the company about how their product will uniquely meet the needs of its consumers in a way other brands won’t. A certain flavored tortilla chip brand released a commercial without mentioning the product, logo, or company name! They relied entirely on their iconic brand positioning to get the message across. Coke’s brand positioning is so consistent and positive that you don’t need to see a logo to know what brand it is. All you need to see is the red can with white Spencerian script font and you imagine a delicious, refreshing, carbonated beverage. Think about the marketing greats like Nike, Coca-Cola, and Geico. You want your brand to be seen as favorable, different, and credible. It’s more than just a good logo or slogan, it’s the perception customers have about your brand. What Is Brand Positioning?īrand positioning is how your company sets itself apart from the competition. So, what’s the key to effective brand positioning? Let’s look at the basics so you can build your brand into an iconic household name. ![]() Studies have shown that consistent brand positioning can increase your average revenue by 33%. But the company has positioned itself so well that its brand has become synonymous with the product.īrand positioning is key to differentiate your business from the competition. There’s no such thing as “a Kleenex.” Kleenex is a brand name. ![]() How do brands become household names? For example, when some people sneeze, they don’t ask for a tissue they ask for a Kleenex.
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