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With hundreds and thousands of brands in the market, there arrives a need for the brands to build their own image and place in the customers’ minds. This is nothing but brand positioning. It determines how your brand is seen in the market, against its competitors and in the minds of the target customers.
Brand positioning sets your brand apart in the market crowd, so when a customer looks for a cell phone, online clothes shop, a new vehicle, he is able to instantly spot your brand standing apart from all the other competitors in the same fields.
The key to having a brand do well in the crowded market is the fact that how well it is being recognized by the customers. It is not like you establish your brand today and get thousands of attention from the customers by tomorrow. Any successful brand that is doing really well in its sector has a well-placed brand positioning.
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In this section, we will look at three important steps to establish an effective positioning for your brand:
Make sure you define your brand/product with specific words like “for the mean with a class” instead of “unique, quality, efficient”.
It is easy to lay out a position for the customers and makes it all look shiny. The real challenge lies in the way you are able to resonate to your positioning and the needs of the target customer base.
The statement you create for your brand needs to be very precise and nothing out of your reach. The key factors for your brand positioning are authenticity, flexibility, reliability and customer data.
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We always look up to the very well-known brands in the market and admire their position. But have you ever wondered how did they get on top? Of course it’s a well-implemented process of brand positioning.
In the below examples, we will be looking at some famous brands that have their firm ground in the market in their respective sectors and how they achieved that with a mere well-established brand positioning strategy:
We have all known this brand of cars for its luxurious service. Although being one of the costliest cars in the world, Tesla was able to differentiate itself from the market on the grounds of its luxurious design, eco-friendly and electric operation and a long-range running capacity.
The CEO of Tesla Elon Musk was able to establish the market with his brand, standing apart from all the gas-powered vehicles due to its electric operations.
A very renowned name in the cell phone industries, Apple has its own standard and class. Despite of being a highly costing product brand, it is able to attract customer from all over the world based on the product value that it provides.
Apart from the cell phones, it is also a luxurious brand in creating laptops and other digital accessories.
It was able to pull this success off by relating its customers to the brand qualities. Meaning, if you use an Apple product, you are an innovative, imaginative and creative person.
Nike was initially established focusing on the athletic shoes with an aim to be innovative and give a better performance. But today, along with athletic shoes, it also produces athletic outfits and accessories that help the customers enhance their performance.
The marketing slogan “Just Do It” compels the athletes to push themselves and the ads and posters aren’t smiling people but hardworking athletes with their sport-mode on.
Hubspot was able to build their entire brand around a fantastic concept of “inbound marketing” by providing the marketing solutions for various brands. They have created a platform that is user-friendly and efficient.
It also now provides email marketing that is being automated to provide an efficient marketing experience for the customers along with CRM, sales and services.
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Once put in place, your brand positioning does need often attention just to make it sure it is reflecting your performance.