The positioning of a brand is a type of branding strategy closely linked to the creation of a new brand and which, in turn, must always be developed, no matter how many years the business has been running.
Because the market is becoming more competitive, it is crucial to determine which type of positioning is best in each situation based on the company’s goals. First of all, let’s start by explaining what exactly brand is positioning.
Brand Positioning: What is it?
The positioning of a brand is the set of techniques and the type of actions that aim to reach the first place in the minds of consumers. In other words, the positioning of a brand, a service or a product is what is built in people’s minds.
Based on this approach, the brand tries to connect with its target audience to reinforce its differential value, its characteristics and peculiarities.
Thus, the company manages to build a brand image that will make said public perceive it in a certain way. As you can see sample how you can boost your brand’s visibility by 20% more by using personalized face masks with logo of your company.
In fact, positioning could be synonymous with adaptation, since only brands that manage to correctly interpret the dynamics of the market in which they operate are called upon to occupy a place of reference.
In this way, by the time a person decides to buy a certain product, this person will already have this brand in mind and will do a valuation exercise between this brand and the competitors who have also positioned themselves in their mind.
Which Strategies Are Used For Positioning?
Several different ways can be used in a market to position the same product, but it is not recommended to use them all. Different approaches may be more effective than others. Here are some examples:
1. According To The Use Of The Product
This strategy seeks the positioning of a brand insisting on how the product is used, when, where and for what. In other words, there is a direct relationship with the consumer’s needs, which are what determine the results.
2. According To Active Competition In The Market
If you would like to make your products or services stand out in highly competitive markets, you can demonstrate their advantages over the competition. Your brand can be positioned as a leader or an alternative based on your choice of positioning strategy.
3. According To The Quality Or The Price
Another option is to refer to a high quality of supplies or materials with which your products are made. By having this hallmark, consumers will appreciate this as an added benefit of your brand.
4. According To The Benefits Of The Product
A classic positioning strategy for a brand. It alludes to the multiple benefits of a product so that it gains notoriety in a specific market. Recently, marketers have put a twist on this method: they also mention indirect benefits of the products or that they are not so noticeable at first glance.
5. According To Lifestyle
It is possible to locate products that understand social and cultural changes correctly. Today’s cars are a perfect example of this; they’re designed to offer a dynamic, agile, and above all functional lifestyle.
Since it is essential to study in depth the buyer persona of the company (the ideal client profile we are targeting), an effective positioning strategy is one that focuses on the user, especially on a specific profile. A very common way to apply this type of marketing strategy is to associate a celebrity with the brand.