“Brand positioning” or “brand positioning” is a fundamental concept for any marketing strategy, which is particularly important for companies aiming for internationalization.
Brand positioning can make the difference between the success and failure of a business.
It concerns the public’s perception of a brand in comparison to its competitors and the values that brand represents , and affects the consumer’s choice when it comes to purchasing a product or service.
In this article we will see what brand positioning is and how you can develop an effective positioning strategy for your brand.
How can brand positioning be described?
Brand positioning can be described as a strategic process that aims to create a unique and distinctive image of a brand in the minds of the public–compared to its competitors–through a combination of elements including communication, promotion, value perception, and reputation.
This, then, is what is meant by the term brand positioning: a consistent and distinctive perception of the brand in the public minds, differentiating it from its competitors and making it attractive to the target audience.
But what are the types of positioning?
There are different types of brand positioning: for example, we can have positioning based on price, which is characterized by lower price than competitors; or positioning based on quality or performance, which focuses on superior quality or outstanding performance compared to competitors; or positioning based on brand image and personality to attract consumers who are looking for an exciting, emotional, experience.
These are just a few of the possible types of brand positioning, and the choice of which one to use depends on the specific needs of the company and its target market. It goes without saying that good brand positioning can combine multiple types to offer a unique and distinctive presence in the market.
Some examples of strategic brand positioning
Once we have clarified what brand positioning is, let’s explore the concept further with some examples of brand positioning.
An example of one of the most famous corporate positioning in the world is the Apple brand, positioned as a premium brand for high-performance technology. Or we could mention the case of McDonald’s positioning as a fast food restaurant for a quick and convenient yet flavor-packed meal.
Wanting instead to give examples of brand positioning of Italian companies, we see how Barilla is positioned as a pasta brand for Italian families who want to eat healthy and tasty meals, or Lavazza as a leading brand of high-quality Italian coffee.
How to do brand positioning?
We often hear people ask “what is the formula for brand positioning,” but in reality there is no formula for determining brand positioning. However, there are certain techniques and actions common to many brand positioning strategies, based on a thorough understanding of the market, target audience and competition.
The five basic steps to positioning a brand are:
- Target audience identification: the first step is to understand the brand’s target audience, its needs, wants and expectations;
- competitive analysis: it is important then to know your direct and indirect competitors, their offerings and how they are perceived by the public. This will help to understand how to differentiate and how to identify niche opportunities;
- definition of a unique value proposition: to position itself distinctively, the brand must identify what sets it apart from competitors, the unique value proposition that makes it attractive to the target audience;
- development of consistent communication: at this point, it is essential to create consistent communication that conveys the brand’s unique value proposition and is recognizable to the target audience. This will help build a strong brand image;
- implementation and measurement: the positioning strategy will then need to be implemented through marketing and communication activities, and then the results will need to be monitored and verified to assess its effectiveness. This will help determine whether changes need to be made to the strategy to achieve the desired brand positioning goal.
Some of the most common brand positioning strategies include:
- image-building-based strategies, which aim to create a positive and consistent image for the brand through its visual identity, communication and promotion, generating interest and trust in the public;
- Differentiation-based strategies that focus on the brand’s unique and distinctive features, such as its products, services, quality, and value offered, to differentiate it from competitors;
- niche-based strategies, which aim to create a unique and distinctive positioning for the brand in a specific, niche market;
- personalization-based strategies, which are based on creating an emotional connection between the brand and consumers, offering personalized and unique experiences for each customer.
Clearly, these are just a few brand positioning strategies, and it is worth remembering that a good brand positioning strategy is always flexible and able to evolve as the market and consumer needs change.
Do you want to improve the positioning of your business? Then get in touch with no hesitation!
For years I have been helping domestic SMEs strengthen their brand positioning and successfully emerge in foreign markets as well.