A brand positioning strategy will help you to position your product or service firmly in the minds of your customers.
Having a strong brand will help your business to stand out from the crowd. But placing your business ahead of the pack requires much more than just a fancy logo or a catchy tagline. Creating a successful brand requires an extensive brand positioning strategy that takes into consideration what your customers like about your product, how much they value it, and how well you look after their needs.
Creating an effective brand positioning strategy doesn’t need to be a difficult task. You just need to follow a few basic guidelines and perhaps engage the services of a branding specialist.
So let’s take a look at how you can put together a brand positioning strategy that will generate amazing results for your business.
The Band-aid Effect.
When you cut your finger, what is the first thing that you think? After your initial “yee ouch” you are probably going to say” “I’ll need a Band-Aid for that.” Chances are, the plaster you put on the cut won’t actually be a Band-aid brand plaster. But the Band-Aid brand is so strong that it has become synonymous with wound dressings.
Do something remarkable
Every company thinks that their brand is best. The trick to make your particular brand the best of the best: like sending it to Top Gun! Brand positioning will allow your company to differentiate itself from the slew of others producing the same thing or supplying the same service. And to achieve this, you have to do something remarkable. You want your product to generate a Band-Aid reaction in your customers. Otherwise, your product is just going to be compared with others rather than standing above them.
You already have a brand…now make it shine
A brand positioning strategy will allow you to take your brand and differentiate it from your competitors. You can do this by increasing its visibility via snappy advertising, communicating its value over and above other similar brands, and showing off its unique qualities and pricing.
Every brand is different – just like every customer is different – so depending on the nature of your business and its market, your brand positioning strategy is going to have to be tailored for your specific position in the market.
The Art of Becoming Knowable.
As Oscar wilde put it: “the only thing worse than being talked about is not being talked about.” So making yourself knowable in the marketplace is the goal of your brand positioning strategy. Here are some examples of positioning strategies that really work.
Customer service positioning
Offering a strong customer support policy is one of the best ways to position your brand above that of your competitors. Being able to answer customers’ queries, replace or repair products without question, and exceed their expectations is a guaranteed brand positioning strategy.
Convenience positioning
We’re all lazy. So if your product or service offers extra convenience to your customers they are going to respond favourably. A brand positioning strategy that showcases your product’s ease of use will attract busy consumers who just want the product to work well and satisfy their needs.
The all-important price point position
Everyone loves a bargain. So presenting your product as the most affordable – but also the most reliable and of the best quality – is a useful positioning strategy. But you have to be careful: products that can’t sustain their optimum price point can quickly lose their position at the top of the market. So you have to ensure that your pricing reflects the reality of the market.
A reputation for quality
If your product is of the highest quality and reliability, your brand positioning strategy can reflect this. Glowing customer reviews, and a reputation for producing quality products, will allow you to position your business high up in the marketplace. Customers seeking cheaper goods may bypass your product but the ROI that you get from selling quality products at a higher price can easily offset this.
Celebrate the Differences.
An effective brand positioning strategy can help your product stand out from the masses and ensure that when people need a certain thing, it will be your particular product that they automatically think of.
Priority Metrics Group can take a look at your product and come up with a brand positioning strategy that will work perfectly for you. And they promise that you won’t have to cut your finger!
