Understanding the Importance of Brand Positioning

Consumers have plenty of brands to choose from, so if your competitors are offering similar products or services, you need to stand out in order to win business. That can only happen if you consistently deliver a positive, memorable experience every time your clients think of or interact with your brand. That is where brand positioning comes in handy.

What Is Brand Positioning Strategy?

Brand positioning strategy is about finding the right place for a brand in the market place as well as the consumer’s mind. For successful brand positioning, the following points are of utmost importance for companies; target consumer, main competitors, point of similarity with competitors and point of difference with competitors.

The Importance of Brand Positioning

Brand positioning is the process of building a distinct image for your business and is often considered the business strategy that drives all marketing decisions. The importance of brand positioning is that the market will often respond positively to the positioning of a product or service.

Brand positioning is an effective tool that brand managers use to differentiate their brand from their competitors. Every change needs to have a clear brand position, this is crucial if you want to compete with competitors.

As consumers, we all have preferences as to the type of products we want to buy. Our choices are made by the recollection of images that our minds associate with a product. The goal of all marketing is to make enough people associate the image of your brand with a positive experience.

Why It Is Important to Select the Right Positioning

Branding is necessary for your business to succeed. It is important to know what type of positioning you want to adopt in order to make a positive impact on your brand.

For example, if you sell luxury goods, it is important to position your brand to reflect that. You have to show that your brand offers premium quality, something that is synonymous with luxury goods. When you do this, your potential customers will associate the image of your brand with luxury even before they have interacted with your brand.

On the other hand, if you’re a business that sells affordable goods, you have to position your brand to give off an image of affordability and accessibility. You have to stress that the value you offer to the market is something that can’t be gotten anywhere else and that it is your quality that has made you the market leader.

The same thing should be applied to businesses that sell services. If your business is a service, you have to position your brand to show what makes it stand well in the market.

The Most Important Steps to Positioning

You will have to go through several steps to position your brand properly. The first thing you have to do is isolate the product category you operate in.

If you sell luxury goods, for example, you have to position your brand as a luxury brand. You have to define what qualifies as a luxury brand. Next, you have to determine what your brand stands for.

You have to define your brand’s personality, which means you have to explain why someone should choose to deal with your brand. You have to explain what keeps people coming back to your brand even when there are other products and services in the market.

Positioning your brand on a few qualities that make it stand as an effective way to draw customers to your brand.

Next, you have to determine how you want your customers to feel when they buy your products and services. Can you provide them with the satisfaction they are looking for, or something more? How can they be enriched by what you offer?

You need to also remind potential customers of your brand’s values. You should emphasize what makes your brand stand out from your competitors. You should enhance your brand’s image by using language that appeals to your target market.

Another important aspect is promotion.  How are you going to promote your brand? You have to find ways to promote your brand offline and online without being intrusive. You need to market your brand effectively and strategically so that people will help you build a brand that lasts.

For more information about brand strategy, get in touch to see how we can help! We're a branding agency based in Dublin, with years of experience in developing brands into respected, sustainable winners.