Brand Positioning for Success in 2023: Complete Guide With Definition, Strategies, and Importance

Brand Positioning involves enhancing the unique and positive differences of your business/brand that helps you stand out among your competitors.

Brand Positioning enhances the positive differences between your Brand/Business and helps you gain leverage ahead of your competition.

Brand Positioning creates an impression in the minds of your customers and how they perceive your brand.

Brand Positioning also involves creating the perception of the type of value you have to offer your customers/target audience.

Brand Positioning. Image from istock.

For example, when you think about terms such as Soft Drink or pop, the first product that comes to mind would most likely be; Coca-Cola or Pepsi. Over the years, these products: Pepsi and Coca-Cola, have been said to be the best in terms of original taste and branding capabilities: For more than a decade, other known soft drinks have not been able to measure up in uniqueness and branding processes.

The Importance of Brand Positioning

It is okay if you feel your current Brand positioning is the best you can do: For interested brands, Brand positioning is vital for your business/brand in the following ways:

1. It enhances your business/brand’s unique Identity: In brand positioning, you will know what makes your business/brand unique and different. Understanding the uniqueness (USP) of your brand/business will help to market your products/services confidently.
2. Creativity: Brand positioning can help drive creative decisions; when you understand the core message or value of your products/services, you will communicate value and make informed decisions via a creative process.
3. Increased Sales: Brand positioning increases your customer base while increasing your sales: Customers/Potential Customers see your products/services in a new light which can cause your brand/business to make that next big sale.
4. Improved Customer Loyalty: In brand positioning, you enhance positive differences your brand/business has over your customers; Brand Positioning can highlight an aspect your current customers never thought was available; Brand Positioning can be in terms of better quality or production process.

Brand Positioning. Image from Pixabay.

Types of Brand Positioning Strategies

1. Customer Service Positioning Strategy
2. Quality-based Positioning Strategy
3. Price-based Positioning Strategy
4. Convenience-based Positioning Strategy
5. Differentiation Positioning Strategy
6. Customer Service Positioning Strategy

In implementing this positioning strategy, as a brand/business, you focus on Customer Service as a memorable touchpoint. Experts believe that good companies are known for their products/services, and great companies are known for their friendly and helpful customer service. Experts believe Great customer service can help your business/brand justify a higher price point. Happy customers can lead to better sales.

2. Quality-based Positioning Strategy

As a brand/business, you can implement this positioning strategy if you emphasize the quality of your products/services. You have to ensure that your products/services are of high quality. You can accentuate the high quality of your materials or processes, company policies on production, and specialized craftsmanship. Individuals interested in a premium product of high quality will be your customer base.

3. Price-based Positioning Strategy

In this strategy, the game plan is to present your products/services as the most affordable option. When you position your brand as the most affordable of options, there is a likelihood that your strongest touchpoint would not be your quality. However, you are likely to generate a higher customer base.

4. Convenience-based Positioning Strategy

This positioning strategy is one of the most assured ways to generate a large customer base. This strategy positions your products/services as the most accessible, easiest, and more convenient option. You can emphasize the ease of use, accessibility to location, and multi-platform support modes.

5. Differentiation Positioning Strategy

This brand positioning strategy focuses on the unique qualities of your products/services to your competition. Consumers of Apple inc. would agree that the uniqueness of their products draws them to purchase them regardless of the rates involved. Customers who value innovation will be attracted to your products/services and brand.

Brand Positioning Processes

Now that you understand what Brand Positioning is; and its importance, it is time to learn how to position your brand/business for success.

Implementing an effective brand positioning strategy requires careful processes. Below are recommended steps for implementing your chosen brand positioning strategy:

1. Understand the needs of your target audience.

The first step is to know your target audience and their needs. You cannot position your brand to provide solutions to your target audience if you do not understand their needs. Understanding your target audience will give you a clear goal and steps to driving brand/business goals.

2. Access your current brand positioning:

• Are your products/services been marketed?
• Are your products just another piece of items on a supermarket aisle?
• Are you aware of the features and advantages of your products?
• Have you been using the unique qualities of your product/service to market for a customer base in return?

Curating an answer to each of the above questions will give you an insight into your current brand positioning.

3. Research your competition.

After understanding your target market needs and your current brand positioning, the next step will be to assess your competition and their brand positioning. As stated by research, firms that study and research their competition are more likely to experience a 20% increase in sales and growth.

If you do not know who your competitors are, carry out research to identify them. To pinpoint your competitors, you can do the following:

• Use Social Media: You can never underestimate the power of social media for research purposes.
• Conduct an anonymous survey: A survey is one of the best ways to get accurate information at little or no cost. You can also use Social media platforms such as Likendln to carry out polls.
• Interviews with current customers: Feedback from your customers will also be a place to get current information on the alternatives your customers likely rely on as an alternative. Get information on the unique features of your competitor’s products/services.

After identifying your top competitors, you can dey carry out deep research into the;

• Their marketing strategies.
• Their weakness (You would want to avoid making the same mistakes they do)
• Their strengths(This might be something you might want to emulate)
• The unique products/services they offer.

Content Marketing. Image from Pixabay.

4. Pinpoint and understand your Unique Selling Point: Your Unique Selling Point (USP) is your brand/business differentiation from your competitors. USP is the leverage you have above your competitors. Drawing on your earlier research, pinpoint what your customers find unique, compare your products/services to your competitors, and focus on aspects. For example, during your research, you might discover that although your price is higher than that of your competitor, you offer a higher quality that appeals to a sizeable part of your customer base. You may also discover that your competitor implements proper customer service procedures that you can improve. You can amplify this by strengthening your customer service and feedback process to protect your consumer’s confidence in your products/services.

5. Create a brand positioning statement:

Next, this step requires that you create a solid brand positioning statement. A Brand Positioning statement is a statement (or two) that emphasizes the unique value of your brand/business to your current and potential customers. Experts advise that your brand positioning statement should be a paragraph.

To craft a positioning statement, you can answer the following questions:

• Who is your target audience/market?
• What unique features does your product/service offer?
• What is your product/service category?
• What do your current customers/clients say about your products/services? What is the proof of the unique values you offer your customers/clients?

Below are samples of brand positioning statements:

Coca-Cola Brand Positioning Statament

Amazon Brand Positioning Statement

Each brand positioning statement above emphasizes the unique values their product/service provides and that it works for them. It may be time for you to write yours.

6. Implement and evaluate the results of your new brand positioning using the chosen strategy: Now that you have gone through the recommended steps, implement your brand positioning statement. You can revisit your results within periods to ascertain the efficiency of your methods. Implement your positioning statement with plans and monitoring for the best results. The process could include budgeting for your marketing department, a new logo, or reevaluating your goals.

As you can see, a great brand is a product of its positioning. A unique brand positioning strategy and processes equate to successful business/brand growth. Use the outlined game plan above in your brand/business for a successful 2023.