We recognise that all brands strive for success and overall strength in their marketplace. The easiest way to do this is through your brand’s positioning To succeed in a crowded market and differentiate your brand, a company needs to create a position in the consumer’s mind. This brand positioning not only needs to take into account your own brand strengths and weaknesses but also needs to incorporate your competitors too.
If you have a brand positioning and strategy in place that can create connections and position the brand effectively in the mind of the consumer then the brand is more likely to be understood and better accepted.
How important is Brand Positioning?
Although a brand’s positioning is invisible to the consumer, it is arguably more important than any marketing collateral that can be seen with the human eye! We see it as the glue that connects all the marketing collateral together. Brands with strong positionings often have greater customer loyalty. In turn, the interest consumers have in your product or service is higher. Ultimately a strong positioning helps creates a stronger Brand Equity.
The majority of brands have some form of reputation, albeit small or large, good or bad. And this is something brands can leverage to control how their positioning and proposition is perceived.
Your brand position will often be a point of differentiation from competitors. Brand Differentiation or Brand Fame (hyperlink) as we refer to it, is integral to the success of any brand. Analysis of our BrandVision database which captures thousands of brand measurements has shown that brands with both Leadership and Uniqueness dominate in the mind of the consumer.
The Brand Positioning Map (The Battlefield)
Analysis of the Brand Positioning Map generates the ability to derive insight and create planned positions for marketing and launching new brands. Allowing your organisation and brand strategists the ability to visualise how your brand is recognised.
Below is an example of Brand Positioning.
There are two key elements to consider when thinking and developing your brand proposition and positioning.
- The first is how appealing or relevant your positioning is. This requires understanding what your customer needs are and which segments of the market you are trying to attract. (The size of the brand circle is representative of how strong a proposition is)
- The second element is understanding where a brand and its competitor sits in the market. This allows brand owners to understand what they stand for but also who closest competitors are.
The combination of both these elements allows brand owners to understand their place in the market. Also, understand any gaps or opportunities that may provide fertile ground.