Brand Positioning 101
Spin Creative • June 23, 2021
A big part of figuring out who you are as a brand is figuring out who you’re not. Examining the competition and establishing what makes your brand unique is critical for sending the right messages and building a loyal customer base.
Doing this is all part of brand positioning—a crucial step in any business’s branding efforts. If you’re just starting to build your brand, here’s what you need to know about positioning.
What is brand positioning?
Brand positioning is the process of establishing a brand’s image and product offering in a way that’s distinctive in the marketplace. In other words, it involves figuring out what makes your brand and product line different from the competition and why your customers choose it.
In order to position your brand, you need to help customers make specific associations with your brand to differentiate you
and produce value. You don’t want customers to think your brand is a carbon copy of a similar business in your industry. Through a well-planned brand positioning strategy, you can shape a different perception and make your brand stand out.
3 reasons you need brand positioning
In order to make your brand memorable and successful, you need to position it appropriately. If your strategy pays off, you’ll enjoy a few key benefits:
• Understand what makes you unique:
Differentiation is the key to successful branding. By working through brand positioning and creating a positioning strategy, you’ll home in on what makes your company unique. Then, you can use those attributes in your marketing campaigns to send a stronger message.
• Communicate value propositions to customers:
You want to have a concrete reason why customers should choose your brand over the competition. In order to find those reasons, you’ll need to have an understanding of both your brand’s and the competition’s abilities. Brand positioning paves the way for your value proposition, or what value you have to offer your target audience.
• Improve brand recognition and loyalty:
Once customers understand your brand and how it stands apart from your competitors, they’re more likely to remember and trust you. This can result in more loyal customers and better sales.
How to position your brand
There are multiple approaches to determining your brand’s positioning strategy. One of the first ways you should start is by examining your competitors and their products. What does your brand offer that they don’t? How are your brand identity and products different from theirs? Having a solid understanding of similar businesses will help you carve out a niche in the market.
Next, examine your target audience. What do your prospective customers need or want? What do they like and dislike about your competitors’ products? Do they have problems that your products are able to solve?
By putting the answers to these questions together, you should have an answer as to why customers would choose your brand over a competitor and what extra value you have to offer. Your brand positioning might be that you’re cheaper or more accessible, or that your product is the most innovative on the market. Whatever it is, lean into this positioning strategy when crafting your marketing materials—from emails to video ads—to sell your brand’s message.
If your brand needs help solidifying its identity and positioning strategy, trust the experts at Spin Creative. Say hello
today!
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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