If you\u2019re a marketer or an entrepreneur, you\u2019ve probably heard about the concept of brand positioning. But if you feel like this concept remains too abstract and unclear, then this article is for you!<\/p>\n
Today I\u2019m going to define the concept with simple words and show you how to use it to create a powerful brand.
\nBrand positioning \u2013 a simple definition:<\/p>\n
Brand positioning has been defined by Kotler as \u201cthe act of designing the company\u2019s offering and image to occupy a distinctive place in the mind of the target market\u201d. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers\u2019 minds.<\/p>\n
A brand positioning strategy therefore involves creating brand associations in customers\u2019 minds to make them perceive the brand in a specific way.<\/p>\n
brand_positioning
\nWhy is brand positioning important?<\/p>\n
By shaping consumer preferences, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity and the willingness to purchase the brand. Effective brand positioning can be referred as the extent to which a brand is perceived as favorable, different and credible in consumers\u2019 minds.
\nHow to find a powerful brand positioning (3 simple steps)?<\/p>\n
Step 1: In order to create a unique and successful positioning for your brand, you need to analyze the following:<\/p>\n
Understand what your consumers want
\nUnderstand what your company\u2019s and brand capabilities are
\nUnderstand how each competitor is positioning their brand<\/p>\n
Step 2: Once you\u2019ve done that, you will need choose a positioning statement that:<\/p>\n
Will resonate with your consumers
\nCan be delivered by your company (capabilities)
\nThat is different from your competitors<\/p>\n
An easy way to define a brand positioning statement is to summarize it in three words. For example, \u201cvegan, traditional & feminine\u201d. Try not to choose generic words such as \u201cquality-products, unique, successful\u201d because this is the aim of every brand.<\/p>\n
Step 3: The remaining challenge is to then reflect this brand positioning in everything that you do (brand personality, packaging design, product, service, visual identity design, communications, etc).
\nExample<\/p>\n
A great example of a powerful brand positioning is the one of Australian Yellow Tail Wines. Their objective was to enter the US Market and to be perceived very differently from the vast majority of wine brands, that all sell complicated products with sophisticated and hard-to-understand wine terminology. Yellow Tail focused their positioning strategy on being perceived as<\/p>\n
\u201capproachable, easy-to-choose, and fun\u201d.<\/p>\n
This is how they achieved this brand positioning:<\/p>\n
The product: Yellow Tail developed a wine that is soft and sweet in taste and as approachable as beer and ready-to-drink cocktails. It resulted in an easy-drinking wine that did not require years of experience to develop an appreciation for it.
\nThe name: A fun and adventurous name that represents the tail of a Kangaroo (as a reference to the Australian origins).
\nThe visual identity: Designing a fun, colorful and unintimidating packaging design without complicated enological terms.
\nThe communication strategy: Focusing their communication on in-store activities with brand ambassador that helped the product to be perceived as approachable and funny\/down-to-earth ads.
\nThe price: Offering a price of less than $10 to fit be perceived as \u201capproachable\u201d and being used at every festive occasion.<\/p>\n","protected":false},"excerpt":{"rendered":"
If you\u2019re a marketer or an entrepreneur, you\u2019ve probably heard about the concept of brand positioning. But if you feel like this concept remains too abstract and unclear, then this article is for you! Today I\u2019m going to define the concept with simple words and show you how to use it to create a powerful […]<\/p>\n","protected":false},"author":1,"featured_media":330430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[62],"tags":[],"class_list":["post-5891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"acf":[],"_links":{"self":[{"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/posts\/5891","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/comments?post=5891"}],"version-history":[{"count":4,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/posts\/5891\/revisions"}],"predecessor-version":[{"id":330482,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/posts\/5891\/revisions\/330482"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/media\/330430"}],"wp:attachment":[{"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/media?parent=5891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/categories?post=5891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/woonas.com\/en\/wp-json\/wp\/v2\/tags?post=5891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}