What is Brand Positioning?
Brand positioning is the entire space of a brand lodged in the brains of the consumers.
It makes consumers distinctively view a definite brand by connecting traits, emotions, ideas, and feelings. These relations make it stand out from the rivalry.
Positioning is why consumers buy a particular brand whose product doesn’t certainly differ from the competitors.
Positioning creates a connection between the consumer and the business. It is that friend of the consumer who’ll always stay in their unconscious mind and make them remember the company whenever they receive any of its products or a specific feature that makes it stand out.
Characteristics of Brand Positioning Strategy
The positioning policy a business person decides should be relevant according to the consumer. If they find the positioning inappropriate while making the buying decision, the business person is at a loss.
The message should be clear and informal to communicate. For example, Rich taste and fragrance one won’t forget for a coffee product gives out a clear image and can position the coffee brand inversely from opponents.
A sturdy brand positioning means a business person has an exclusive, reliable, and bearable position in the consumers’ minds. It should be exceptional, or it is of no use.
The exclusive piece should be desirable and should become an aspect that the consumer estimates before purchasing a product.
The potential should have the capability to be delivered. False promises lead to undesirable brand parity.
Points of Difference
The customer should be able to tell the difference between the brand and the brand’s opponent.
The exceptional feature should be identifiable by the consumer. It includes keeping the positioning modest and in a language that is assumed by the consumer.
Authenticated By the Customer
The positioning policy is not successful until the time the consumer authenticates it. they are the ones to decide whether the business person stands out or not. Henceforth, one should try to be in their shoes while choosing the policy.
Types of Brand Positioning
A positioning policy depends on many issues, including the product, current market conditions, USP of the product, competitors, products, and their products’ USPs. Marketers’ plan of how they want their work to be understood by the consumers also plays an active role in determining which positioning policy to select.
While there are several position policies in marketing to select from, the marketers’ task is to supplement their promise to product features.
Value-based brand positioning policy positions the brand constructed on the value the consumers get on obtaining or consuming the brand’s contributions. This brand positioning is selected to position the brand built on its value scheme in simple terms. The value often narrates to the customer-centric perceptible welfares like making things easier, getting the work done, etc. A perfect example of a company using value-based positioning is DuckDuckGo. It is the search engine that doesn’t provide your data, unlike Google.
When the rivalry is massive, and the products are similar, companies generally place their products by focusing more on product-specific factors like quality, price, or other micro features depending on the product traded. This type of positioning policy is also called USP-focused positioning and is often perceived in the mobile industry.
Problem and Solution-Based Positioning
Most of the brands concentrate on positioning their products as a one-stop explanation for a particular problem. They identify the discomfort areas and the encounters the consumers face in their communication and other marketing policies and restore them into endorsing their product.
A brand tries to sell an image and uniqueness by positioning itself as a lifestyle brand rather than the product. The main concentration is to subordinate the brand to a lifestyle, and attention is more on the ambitious value than the product value. Alcohol, Cigarette, and Tabacco companies are often perceived to use lifestyle positioning while marketing their products.
Parent Brand-Driven Positioning
Parent brand-driven positioning policy targets at creating a brand potential and the status of the parent brand. All the products and sub-brands under the parent brand appear to fulfill the conventional potential.
Experience-based positioning denotes positioning the proposal based on the experience the consumer gets while buying or it. The main emphasis is on emerging a distinctive experience for the consumer, which distinguishes the proposal from the rivalry. Restaurants, hotels, and other service-based operatives use this type of brand positioning policy.
Why is Brand Positioning Important?
- It sets a business person apart from the competition.
Brand positioning allows the business person to stake out a distinctive region for the practice. No competitor will dare endeavor because they will become considered a “me-too” firm, an also-ran following in other footsteps.
- It will help a business person focus on a specific target market.
A business person will be forced to focus on the services accordingly by claiming a specific benefit through positioning. It will cause the business person to be apparent as an expert in those services, increasing the worth of projections. Experts grow twice as fast as firms that define themselves as generalists.
- It determines further service expansion and pricing
Positioning the firm against the rivalry will help a business person decide what new facilities to offer and how they are valued.
- It fuels more operative, imaginative decision-making
Once a business person has established the vital message needed to promote the brand positioning, they’ll have the vision to make more actual decisions during the creative process. Strong positioning determinations and clear communication.
- It helps offer tools to win more customers
Positioning helps offer useful sales tools the business growth team needs to cherish and close more sales. Exceptional brand positioning enhancements firm perceptibility and top-of-mind-recall for prospects to help shut out the rivalry.
Brand positioning, done correctly, can turn the firm into a marketing capital. It can help motivate the services, the marketing message, and the firm’s plea to prospects.
Most specialized services firms are poorly placed in their marketplaces.
How is Influencivepress related to it?
InfluencivePress is a stage that permits website owners and brands to outreach bloggers and media publications, make content that ranks, and appointment-based influencer marketing. They handle many marketing strategies, including brand positioning as well. They are a Gen-Z marketing agency and offer Search Engine Optimization services to help a business get advanced spots in the Search Engine Result Pages. They believe in upholding this chain of companies helping each other because it helps both the projects and helps the community.