What is Brand Positioning?
It’s the unique value that a brand presents to its customer.
Why does a customer choose your brand over other brands? When your brand conveys a better value proposition than your competitor, your customers will choose your brand. Brand Positioning is a marketing strategy where you establish what the identity of your brand is, its value proposition, and how your audience can create associations between those two things in such a way that your brand becomes their preferred choice.
In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.
What is a Brand Positioning Statement?
It describes and promotes what your brand’s value is.
An important component of developing your brand position is a brand positioning statement, designed to help you articulate and promote what your brand’s value is to your target market and your customers. It summarizes and clarifies in a succinct way that’s easy to understand.
A brand positioning statement is part of your brand’s overall marketing strategy, designed to be a balance of both aspiration and reality.
It answers these questions:
- Who is the target market or customer?
- What is your product or service category?
- What is the greatest benefit and impact of your product or service?
- What is the proof of that benefit and impact?
Why is Brand Positioning Important?
What does your brand communicate vs. your competitors?
To develop a successful marketing strategy, it is imperative to be able to define how your brand will provide value to your target customer. Developing what your brand positioning is helps guide you in communicating through all of your marketing efforts, not only why your brand has value, but why it’s more valuable to your customer than your competitor.
And to develop your brand position, you need to understand how your brand is currently positioning itself, what its unique value is to your customers, and who your competitor are, along with their brand positioning. With this you can then create your brand’s positioning statement, evaluate and test whether your positioning works, and reinforce your brand’s differentiating qualities.
Brand Positioning Strategy from The Design Foundry
Let us help you build your Brand Positioning Strategy.
At The Design Foundry, we can help you to understand what your customers want, what your brand’s capabilities are, and how that compares to what your competitors brand positioning is.
With that, we can help you develop a brand positioning strategy that will resonate with your customers, can be understood by your target market, and show how your brand is different – and a better value – than your competitors. This allows you to better shape your customer preferences, building brand equity and customer loyalty.
