A roadmap to creating a successful brand positioning

All the leading brands in the market make a way to success only because they have an effective identity that sets them different from competitors. When customers have a constructive perception of your brand, it results in a good reputation and brand image. Through brand positioning, you can build an effective connection with your audience.

What is brand positioning?

Brand positioning is creating a positive perception of your brand in the customer's mind. It is one of the essential steps in the journey of a brand, and benefits loyalty and durability in your business.

Brand positioning out-turns into customers having a positive perception for your brand and top preference. To get effective results, understanding your place in the market and convincing consumers to perceive you aligned with your identity and core values is the key.

Brand positioning designates through building a voice and tone, visual creatives, effective communication on various platforms where your target audience exists. It provides brand association to your customers, creates value, simplifies your communication strategy. For example, when asked about a brand for smartphones - Apple is the name you get immediately. Milk in India - Amul, bandage- band-aid, athletics shoes - Nike.

These brands are on top of the mind of the consumers through brand positioning. Do you want to be the first preference of your current and potential consumers? Read the blog to get a clear idea about brand positioning.

Steps to create an effective brand positioning

Know your target audience.

It is essential to understand your potential customers to build an effective positioning. Brands that deliver the best quality products or services impact a good brand image. To know your target audience, ask yourself these questions:

• 1. Who are they?
• 2. What do they do?
• 3. What are their interests?

Once you know your target audience and their needs, it gets easier to reach out. And provide a solution to their problems through your product and service.

Identify a solution that you furnish.

When a consumer finds a product or service that solves their problem, a good brand image, and perception of that company or brand is created in their mind. Once you identify your target audience, analyze whether the solution you are providing is aligned with your customers' needs. If you provide a prominent solution, customers are more likely to stay loyal to your brand.

Discover your present brand positioning

Are you marketing your product or service aligned with your brand identity or just random generic products in the market? Your current brand position decides your next strategy. To tackle the competition, you need to understand and analyze your current brand positioning.

Begin with defining your brand's core value, vision, mission, and identity. Determine what your brand is delivering to consumers right now and compare with what their needs are? By finding the gap, you can outperform your competitors in your next strategy.

Recognize your competitors

As a brand, it is essential to analyze all the factors surrounding you. When it comes to competitors, it is vital to know who exactly are your direct competitors. Through this research, you can uplift your strategy and stand your brand at the top in the market.

There are various methods to research about competitors -

• ● Ask your sales department to interact with other companies selling similar products during the selling process.
• ● Social Media is one of the great platforms you can analyze in depth through their communication.
• ● QnA-based platforms, the audience shares their problems, you can find various brands solving the issue, or an audience recommending suitable brands.

Do competitor research.

After analyzing who your competitors are, time to conduct in-depth research about what strategies your competitors are applying, how they are captivating the audience's mind. How are they positioning their brand? Keep these elements in mind while researching -

• ● What are they serving?
• ● What are their strengths and weaknesses?
• ● How are they offering products or services?
• ● What is their current brand positioning strategy?

These questions are guidelines for planning a strategy that gives you data on the entire market situation. It may benefit you as your competitors' weaknesses can be your strength, and you can position your brand accordingly and exceed your competitors.

Create a list of strengths and weakness

Create a list of strengths and weaknesses of your company and your competitors. To make the process easier, you can make a chart with a list to get a clear idea. In this process, you discover a unique selling proposition (USP) of your product and update your communication with your consumers to connect with them better.

Create a brand positioning statement

A positioning statement is a precise two-line description of your target market with the mission and goal of the brand. A brand positioning statement helps you stand out from your competitor, make sure you deliver the results mentioned in the Brand positioning statement with a mission.

Follow these four questions while forming a positioning statement.

• ● Who is your target audience?
• ● What are your products or services, and in which category do they fall?
• ● What are the benefits or solutions you offer?
• ● How beneficial is it from your competitor's products?

Emotional connection with your current and potential customers

Building a connection with your customers is the key to successful branding. They are humans and not bots. Through emotional messages, consumers can relate to your brand. In the initial stage, take time to understand the prospect's needs and problems. When you deliver the right solution aligned with effective communication, customers start building trust in you.

Make customer service employees personify your brand.

Customer service employees, the employees interacting with prospects while selling are assets for your brand. They become brand representatives for you. Make sure they personify your brand while interacting with potential customers. More than advertisements, promotions your employees play a vital role in uplifting and positioning your brand. If your brand tone is casual, outdoorsy - ensure your employees personify the same way.

Brand positioning map

A brand positioning map helps you analyze and compare with other brands as per consumers' perceptions.

A brand positioning map comprises attributes that are essential for consumers. It is advisable to do different mapping with different pairs of the attribute to get a clear idea. By placing attributes of your brand and competitors on the map, you get to know which brand wins in a particular area.

The attributes placed in the map depended on the values that consumers carry. The perception of a product or service is associated with values. Brands that focus on shared values win.

Bottom line

Be a leader in the market through brand positioning. Above, we have mentioned brief guidance to create successful brand positioning. By understanding your target audience to analyze your brand with competitors, this blog helps you to position your brand with the key points.

Are you struggling to position your brand with the right strategy? I help you with brand positioning aligned with the best results.