What is Brand Positioning: The Ultimate Guide

What is brand positioning? This is a question that many business owners have, but don’t know how to answer. In this blog post, we will discuss what brand positioning is and how you can go about creating a successful brand positioning strategy for your business. We’ll also provide some examples of well-known brands that have successfully executed a strong brand positioning strategy.

What is Brand Positioning?

In order to create a strong brand positioning strategy, you first need to understand what brand positioning is. Brand positioning is the way in which a brand is positioned in the market in relation to its competitors. It’s important to note that brand positioning is not about what your product or service does, but rather how it is perceived by consumers in relation to similar products or services.

There are a number of factors that go into creating a successful brand positioning strategy. Perhaps the most important is understanding your target market and what they’re looking for in a product or service like yours. It’s also crucial to have a clear understanding of your competitors and what they’re offering. Once you have a good understanding of these things, you can begin to craft a brand positioning strategy that will help your business stand out from the crowd.

There are a few different ways to position your brand. One common method is to focus on a specific benefit that your product or service offers. For example, if you sell health supplements, you might want to position your brand as being the most effective or the most affordable. Another way to position your brand is to focus on a specific target market. For example, if you sell children’s clothing, you might want to position your brand as being the most stylish or the most age-appropriate.

No matter what method you choose, it’s important to make sure that your brand positioning is unique and differentiated from your competitors. You also want to make sure that your brand positioning is consistent across all of your marketing channels. This will help ensure that consumers have a clear and consistent understanding of what your brand stands for.

What Is a Brand Positioning Statement?

It’s time to talk about what a brand positioning statement is. A brand positioning statement is a short, clear statement that sums up your brand’s unique position in the market. This statement should be used as a guide for all of your marketing and communications efforts.

Your brand positioning statement should be concise and easy to understand. It should also be memorable and differentiated from your competitors. Most importantly, it should accurately reflect what your brand stands for. 

Here are a few examples of well-crafted brand positioning statements:

– “For the fashion-savvy woman on a budget” (Target)

– “The affordable, high-quality alternative to designer fashion” (H&M)

– “Where style meets savings” (Marshalls)

As you can see, each of these examples is clear, concise, and differentiated. They also accurately reflect the respective brands’ positioning in the market.

Why is Brand Positioning Important?

Now that we’ve answered the question “what is brand positioning?” and discussed what a brand positioning statement is, it’s time to talk about why brand positioning is so important.

 

Helps you stand out from your competitors.

There are a number of reasons why brand positioning is essential for businesses. Perhaps the most important is that it helps you stand out from your competitors. In today’s crowded marketplace, it’s more important than ever to differentiate your brand. Positioning your brand in a unique and memorable way is one of the best ways to do this.

Helps you attract and retain customers.

Brand positioning also helps you attract and retain customers. When done correctly, brand positioning can help you attract customers who are looking for what your business has to offer. It can also help you retain those customers by creating a sense of loyalty and allegiance to your brand.

Help increase the perceived value of your products or services.

Finally, brand positioning can help increase the perceived value of your products or services. When consumers have a clear understanding of what your brand stands for, they’re more likely to see your products or services as being valuable.

Powerful Brand Positioning Examples 

Before we dive into the process of creating a brand positioning strategy, let’s take a look at some powerful brand positioning examples. These examples will give you a better understanding of what brand positioning is and how it can be used to differentiate your business.

• Alaska Airlines Positioning Statement:

“The airline that gets you there.”

Alaska Airlines’ positioning statement is short, clear, and to the point. It accurately reflects what the brand stands for by highlighting its focus on getting customers to their destination safely and on time.

• Nike Positioning Statement:

“To bring inspiration and innovation to every athlete in the world.”

Nike’s positioning statement is one of the most well-known and iconic in the world. It accurately reflects what the brand stands for by highlighting its focus on inspiring and innovating athletes.

Nike’s brand positioning is clear, concise, and differentiated. It’s also an accurate reflection of what the brand stands for. Nike is the world’s largest athletic brand and their products are worn by people of all ages, from all walks of life. This powerful brand positioning has helped Nike attract a loyal customer base and become one of the most successful athletic brands in the world.

• Apple Positioning Statement:

 

“Think different.”

Apple’s positioning statement is one of the most memorable and iconic in the world. It accurately reflects what the brand stands for by highlighting its focus on thinking differently.

Apple has always been a company that thinks outside the box. This unique approach to business has helped them attract a loyal customer base and become one of the most successful tech companies in the world.

• Pepsi Positioning Statement:

 

“For those who think young.”

Pepsi’s positioning statement is one of the most well-known and iconic in the world. It accurately reflects what the brand stands for by highlighting its focus on attracting young people.

Pepsi has always been a brand that’s marketed to young people. This powerful brand positioning has helped Pepsi attract a loyal customer base and become one of the most successful soda brands in the world.

How to Create a Brand Positioning Strategy?

Now that we’ve looked at two examples of powerful brand positioning, let’s take a look at how you can create a brand positioning strategy for your business!

There are a few key steps you’ll need to take in order to create an effective brand positioning strategy:

– Define your target market.

– Research your competition.

– Identify your unique selling proposition.

– Develop your brand positioning statement.

– Implement your brand positioning strategy across all of your marketing efforts.

 

Let’s take a closer look at each of these steps.

Define Your Target Market:

The first step in creating a brand positioning strategy is to define your target market. You need to have a clear understanding of who you’re trying to reach with your marketing and communications efforts. This will help you develop messaging that resonates with your target audience.

Research Your Competition:

The next step is to research your competition. It’s important to understand how your competitors are positioning themselves in the market. This will help you identify any gaps in the market that you can exploit with your brand positioning.

Identify Your Unique Selling Proposition:

Once you’ve defined your target market and researched your competition, it’s time to identify your unique selling proposition. This is what makes your brand different from your competitors. It’s what sets you apart in the market.

Develop Your Brand Positioning Statement:

The next step is to develop your brand positioning statement. This is a short, concise statement that reflects your unique selling proposition and what you want your brand to be known for.

Implement Your Brand Positioning Strategy:

The final step is to implement your brand positioning strategy across all of your marketing efforts. This includes your website, social media, content marketing, and advertising.

 

By following these steps, you can develop a brand positioning strategy that will help you stand out from your competition and attract and retain customers.

How to Improve your Brand Position Over Time

Once you have a clear understanding on how to create a brand positioning strategy, you may be wondering how you can improve your brand position over time.

There are a few key things you can do to improve your brand position:

– Monitor your competition.

– Evaluate your marketing efforts.

– Conduct customer research.

– Make adjustments to your brand positioning strategy.

By monitoring your competition, evaluating your marketing efforts, and conducting customer research, you can make adjustments to your brand positioning strategy over time and improve your position in the market.

Successfully Position Your Brand for Growth with Stormbreaker Digital

When it comes to brand positioning, we believe that it is one of the most important aspects of marketing. At Stormbreaker Digital, we have a team of experienced growth marketers who can help you to successfully position your brand for growth. We will work with you to understand your target consumers and what they are looking for, and then we will create a unique and differentiated brand identity that will appeal to them.

If you are ready to take your brand to the next level, then contact us today!