Simply put - brand positioning
Brand positioning refers to the strategic process of creating a unique place for a brand in the minds of your prospects within a competitive market.
I liken it to a wasp and a bee. Each one will evoke a different emotion for you. The chances are that the wasp was negative, and the bee was positive. What is the purpose of a wasp? Brand positioning is about making a space in your prospect’s minds and making yourself comfortable.
Brand positioning involves developing a unique and compelling brand image, message, and perception that sets your brand apart from its competitors and resonates with your prospects.
The key elements
Positioning encompasses several key elements:
- Target audience: Identifying and understanding the specific customers the brand wants to reach and influence.
- Differentiation: Determining the unique value proposition that distinguishes the brand from competitors.
- Brand promise: Defining the benefits or advantages that the brand promises to deliver to customers. It represents the value proposition and the core essence of the brand.
- Brand personality: Establishing the desired personality or character of the brand, which reflects its values, tone of voice, and overall style. This helps to create an emotional connection with the target audience.
- Competitive analysis: Evaluating the strengths and weaknesses of competitors to identify opportunities for differentiation and positioning.
- Communication strategy: Developing consistent messaging and positioning across various marketing channels to effectively convey the brand’s unique attributes and value to the target audience.
Positioning in one or two words
The very heart of a brand should beat to one or two words that define where the brand sits in your prospect’s mind. Your messaging, visual identity, and content should flow from this. Häagen-Dazs (luxury), Volvo (safety), Coca-Cola (happiness), and Apple (think different) – are fabulous examples. Your mind instantly places them into their own space away from their competitors – that’s what brand positioning is all about.
The goal of brand positioning
The goal of brand positioning is to occupy a desirable position in the minds of your prospects and customers, making the brand relevant, memorable, and preferred over alternatives. It helps to establish a competitive advantage, build customer loyalty, and drive growth and profitability for the brand.
In today’s omnichannel business landscape, it is essential for a brand to present itself consistently across various customer touchpoints, including its website, advertising, social media, packaging, customer service, and more. This consistency helps to establish a cohesive brand experience that reinforces the brand’s positioning and creates a unified brand identity.
Consistency builds trust, reinforces the brand’s positioning in the minds of customers, and enhances their overall brand experience.