Brand Positioning: An Introductory Guide

Introduction

Brand positioning, in essence, is a critical part of branding. However, there are still quite a lot of people who don’t know anything about it. So, we’re going to change that through this blog and offer as much information as possible on brand positioning.

Let’s begin.

Brand Positioning and Why Does It Matter

Okay, let’s begin our journey with the definition of brand positioning. So, it basically works like the DNA of your brand. It’s how you want your audience to perceive you to be.

Like… imagine you’re in a supermarket aisle, faced with a variety of options for a product. And, all of a sudden you find something and scream out, “this one’s for me!”

This is what brand positioning does!

But, why does it matter so much when it comes to branding?

The answer to this question is quite simple – it makes your brand stand out like a rockstar in a sea of competitors. With it, you can –

• Establish your unique identity,
• Connect emotionally with your audience, and
• Create customer loyalty that lasts a lifetime

Hence, if you know what you are doing, it won’t take too much time for you to establish your brand in the market. However, before you begin working on it, it might be better to learn a bit more about pillars of the same.

The Four Pillars of Brand Positioning

The process of brand positioning usually falls under four pillars. And, essentially, you have to follow through these in order to make your attempt perfect and precise.

Let’s keep reading to know more about it.

1. Target Audience

Who are you talking to? Understanding your audience is like having a secret code to their hearts. What do they want? What keeps them up at night? Tailor your message to resonate with them on a personal level.

2. Value Proposition

What makes you special? Your value proposition is the magic that sets you apart from the competition. It could be superior quality, unbeatable prices, exceptional service, or something else entirely. Whatever it is, shout it from the rooftops!

3. Competitive Analysis

Spy on your competition (figuratively, of course)! What are they doing right? Where are they dropping the ball? Identifying your strengths and weaknesses in comparison to your rivals will help you carve out a unique space in the market.

4. Brand Personality and Voice

Are you a laid-back, fun-loving brand or a no-nonsense, get-it-done type? Your brand’s personality and voice should align with your target audience’s preferences. This is how you build a tribe of loyal followers who resonate with your vibe.

How to Begin the “Process?”

So, in this section, we will tell you how you can start strategizing your brand positioning. So, without any further ado, let’s get started with it.

1. Research, Research, Research

Dig deep into your industry, your audience, and your competition. The more you know, the better you can position yourself.

2. Define Your Unique Value Proposition (UVP)

What’s your secret sauce? Identify what makes you stand out and turn it into your UVP. Also, if you want to make it work, ensure that you are focusing on marketing properly.

3. Create Buyer Personas

Get inside the heads of your target audience. What are their pain points, desires, and preferences? This will guide your messaging.

4. Craft Your Positioning Statement

When it comes to creating your positioning statement, you have to keep it snappy, clear, and memorable. If possible, you can also write down the things that make your organisation better than the other brands. The more prepared you are, the better.

5. Consistency is Key

Your brand positioning should permeate every aspect of your business – from your website to your social media to your customer service.

6. Monitor and Adjust

The market is a dynamic beast. Keep an eye on shifts in consumer behaviour and adjust your positioning as needed. And, make sure to talk to a company like Vantage Branding from time to time. They can help you out if you end up doing something wrong.

So, it’s a win-win for you.