Essentials of brand positioning explained.
Brand positioning is essentially an exercise in defining the unique space we need our brand to occupy in the consumer’s mind. It is a continuous exercise in shaping our brand image and offerings, to create a unique connection and evoke specific emotions in the consumer’s minds. In essence, It is an articulation of how our brand should be perceived in the market.
Perceptions are crucial for a brand to grow and sustain. The entirety of branding and brand development is focused on shaping the public perception of our brand. To ensure long term growth and positive brand equity, it is essential to thoughtfully design and communicate all the aspects of our brand, which are needed for the audience to connect, remember and follow the brand.
In lack of a clear internal framework defining how our brand is to be perceived and interacted with, we are letting the audience define us and position us.
Brand positioning serves as an internal framework, anchoring our brand strategy and guiding the activities we undertake for brand growth. Effective brand positioning that differentiates and communicates our brand’s unique value is essential to attract and retain customers and build brand loyalty.
It directly affects how effectively your brand can be recalled and differentiated by consumers. It helps us communicate effectively with the audience by breaking down our key message into simpler core elements, eliminating all extraneous content. In the age of content deluge and shortening attention spans, it helps to have a tight marketing message framework.
Comprehensive brand positioning framework helps us build value, trust and loyalty easier, acting as a defense against competitors, price wars and targeted campaigns. Competing on price and use case alone, mostly proves unsustainable in the long run, making it important to build an emotional connect and trust among the consumers, giving them an inner need to stay loyal to our brand and support us in the long run.
A brand’s position, when correctly defined and expressed, highlights differentiation, shapes customer perception, incites engagement, adds weight to sales conversations, and influences purchasing behavior.
Brand positioning that’s unique and compelling requires an in-depth look at every aspect of your brand, including how customers personally identify with it. Make sure you define your own brand in an effective way, so your business holds positive and lasting space within consumers’ minds.
Brand repositioning isn’t a quick fix. Improving your brand position, or a repositioning may be a consequence of poor business performance or changing consumer needs. However, it should only be undertaken after thorough research.
Read the next article : How to define your brand positioning.