What is brand positioning and why does it matter?

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What is brand positioning?

The way your brand is perceived by customers in relation to other market players, considering the product and how it is valuable to them, describes brand positioning. It’s all about placing your brand in a psychological niche. 

Your brand will have a reputation whether influenced by you or not, so you’ll spare some headaches by creating your brand positioning plan. Engaging in brand positioning strategy and changing customer perceptions of your brand will help you become relevant and differentiate your business from your competitors.

Identity Agency tip: If you can’t define who you are, your customers will struggle as well.

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Key considerations in positioning your brand effectively:

1. Your brand

First things first, try considering this question: What benefits do you offer to consumers? Are you, for instance: Saving time? Providing convenience? Providing expertise?

You’re now defining your value proposition – what you are good at. Identifying capabilities is useful for you to understand your purpose in society as well as what you can promise to customers and be able to deliver. 

Your brand isn’t just your logo, colours, or typography. It’s your whole identity.

2. Your target

Next, you should reflect on how well you know your target market. Are they looking for cheap and cheerful, or are they looking for a more premium product or service to fulfil their needs?

By understanding your customer needs and requirements you’ll be able to identify the positions important to them within the category of your brand. Unsure about what they want? A survey or an interview with a sample of your target market can help!

3. Your competitors

Now that you understand your customers and your brand, are you aware of who your competitors are and what they are offering?

Having a wider picture of what is out there, where your competitors position themselves and understand how you differentiate from them. Unsure of who they are? Google it!

Search a keyword for your business and take a look at the companies listed. Unsure about what competitors are doing? A little stalking won’t do any harm…Navigate on their website and social media platforms!

Try to identify the brand positioning of each of your key competitors. Are they cheap and cheerful? Are they the long-running, reliable type? Are they offering a modern style of service?

As an example, there are very, very few of our competitors that offer subscription-based design packages. By offering unlimited graphic design for a monthly fee, we are offering a more modern, flexible service. Positioning ourselves as a modern and flexible business is one of the niches we are looking to cover.

4. What makes you unique?

Combining your market understanding, the positions important to your target and the areas you excel at will help you define your positioning strategy and answer our last question: How do you want your customers and prospects to see your brand?

Among the brand positioning options, the most popular are customer service, convenience-based, price-based, quality-based and differentiation brand positioning strategy.

For instance, if you own a coffee shop with friendly staff and quick service you can focus on customer service to position your brand, reminding customers how you do it better than your competitors. 

We often undersell ourselves when looking for our unique selling point. If you’re struggling, ask yourself ‘what are we the best at in our local area’, rather than ‘what are we the best at. Use your competitors to gauge a more proactive, realistic unique characteristic.

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5. Your positioning statement

The brand positioning strategy you choose from will lead you to write your brand positioning statement. The Branding Journal has some great guidance on forming a positioning statement.

Your statement should:
  • resonate with prospects and customers;
  • be effectively conveyed by your company
  • be different from competitors

Think of examples of what you do, and what you have been doing. Proving that you are committed to your target audiences needs is much more powerful than writing a few words on a website page.

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We understand that the process of creating the right statement can be tiresome. We advise you to go through the previous four points in this blog and write down your findings from each.

Remember to consider:
  • Your brand
  • Your target
  • Your competitors
  • Your uniqueness

A really helpful framework for creating a positioning for creating your statement can be found at Cult Branding. Use this to start drafting your own.

“For (target audience), (brand/company name) is the only (product category) that delivers (brand greatest benefit) because (proof points/evidence).”

Be short, and be concise. Long and generic will be boring. Be different, stand out.

Identity Agency suggestion: Reflect your brand positioning in everything – advertising, product name, packaging, customer service and all the other things a prospect or customer is exposed to.

Remember that is your customers that ultimately perceive your brand in a particular way, but it is your role to point their perception in a particular direction.

Book a free one-to-one appointment with an Identity Agency consultant by getting in touch. Just let us know a time, and a member of the team will be in touch with you very soon!

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