Brand positioning: Definition, examples and need Brand positioning

Brand positioning: Definition, examples and need


Table of Contents

What is brand positioning?

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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Why brand positioning?

  • Brand positioning in place results into well-established customer loyalty and their willingness to purchase your products. 
  • It helps you determine to what extent does your brand is perceivable by different customers. 
  • Brand positioning focuses on presenting the uniqueness of your brand in the market which is the major factor to affect the customer preferences. 
  • Differentiate your brands from its competitors with respect to its problem solving abilities that too in an efficient way. 
  • When you put forth the value of your brand through brand positioning, an ideal customer tends to buy your products irrespective of its price. 
  • Presenting your brand value to the customer helps you answer their most commonly asked questions, making them easier to consider your brand for their net purchase. 
  • Intuitive design – brand positioning helps you build a visual story describing how your brand is the best suit for the customer problems and how it can solve them efficiently. 
  • Market differentiation – you need to present how your brand is different from the competitors in providing exactly what the customers need. 
  • Cut through the noise – your audience in being poked for attention every minute. Brand positioning lets you get in touch with the customers themselves giving you a direct pathway to attract them without getting lost in the crowd. 

Finding an efficient brand positioning

In this section, we will look at three important steps to establish an effective positioning for your brand:

Step 1: First, you need to understand the following factors:

  • Customer wants
  • Your brand’s capabilities
  • Positioning of the competitors 

Step 2: After that, you will choose a positioning statement which will be”

  • In sync with your customers
  • Delivered by your brand
  • And different from your competitor brands

Make sure you define your brand/product with specific words like “for the mean with a class” instead of “unique, quality, efficient”. 

Step 3: The last and the important step is to inculcate your positioning using the purpose of your brand and what it actually does. 

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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Examples of successful brand positioning

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:

  • Tesla 

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. 

  • Apple

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 

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

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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Improving your brand positioning

Once put in place, your brand positioning does need often attention just to make it sure it is reflecting your performance. 

  • Listen to your customer. Your positioning needs to adhere to something that gives it a purpose. Rather than something, your customers’ needs, to be precise. Conduct various researches through surveys, focus groups and interviews to bring out what the customers expect from your brand. 
  • Revisit your statement. Stick to your statement and make sure its purpose and uniqueness does not get lost in the process. If so, revisit your positioning statement and start from the basics. 
  • Amplify your brand. Especially when you are a small brand, initially you won’t have any customer base to reach out to. In such a case, you can take the help of paid ads and marketing strategies to let the people know that your brand has entered the chase with its uniqueness to offer. 

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