Brand Positioning: Mastering Market Presence
You’re in the right place if you have heard of brand positioning but feel like it’s just another confusing term. Don’t worry, you’re not alone! In this guide, we are going to make it simple. We’ll explain what it is, why it matters for your business, and how you can use it to stand out in your market.
Whether you’re new to this or looking to sharpen your strategy, we’ve got you covered. Let’s dive in and discover how to create a strong brand position with practical tips and examples that you can apply right away.
Understanding Brand Positioning
What is Brand Positioning? It is a process that helps a company stand out in the market by creating a unique function. Here’s a visual tool we use to understand where a business exists in the market:
The above graphic illustrates that establishing a strategic market position requires balancing your strengths with consumer desires. To enter the “winning zone,” a brand must identify consumer needs, leverage its unique advantages, and differentiate from competitors.
Let’s look at Airbnb’s strategy with these questions in mind to nail down what brand positioning does:
- What do their consumers want?
- Consumers want unique and personalized accommodations that feel like a home away from home.
- What does Airbnb do best?
- Airbnb offers a wide variety of unique and authentic lodging options that cater to diverse preferences and budgets.
- What does the competitor do best?
- Competitors like traditional hotels provide standardized services, amenities, and consistent quality across their properties.
Quiz yourself to see if you’re catching on!
- What does Airbnb excel in providing?
- a) Standardized hotel experiences
- b) Unique and authentic lodging experiences
- c) All-inclusive resort stays
- Where might Airbnb struggle compared to traditional hotels?
- a) Personalized experiences
- b) Consistency and standardization
- c) Local cultural immersion
- Airbnb’s winning zone emphasizes:
- a) Predictable stays
- b) Authenticity and diversity
- c) Corporate retreats
Answers: a) Unique and authentic lodging experiences b) Consistency and standardization c) Authenticity and diversity
Brand positioning is a process that helps a company stand out in the market by creating a unique function.
Why Brand Positioning is Important
Effective brand positioning places you not only in the ideal market but also at the top of that ideal market. Here are four ways it works out in real-time:
- Creating Differentiation: A company that clearly defines its unique value proposition can stand out in a crowded market.
- Increasing Awareness: A defined strategy can increase recognition and awareness. When consumers understand what a brand stands for and why it’s different, they are more likely to remember it and consider it.
- Controlling Reputation and Image: A clear strategy helps manage and shape a reputation and image.
- Developing Leadership: Brand positioning helps a company become a market leader by consistently delivering on its promises and standing out from the competition.
Brand positioning isn’t just about marketing; it’s about defining an entity’s ethos and ensuring that it resonates with customers. It shapes consumer perceptions, drives purchasing decisions, and ultimately contributes to long-term business success.
Types of Strategy
Depending on the needs of your company, the strategy you’ll want to use varies. Consistently delivering on its promise and standing out can make a company the preferred choice for its target audience. Here are some common strategies that your company may fall under:
Product Attributes Positioning: Emphasizing specific product features or benefits that set the brand apart from competitors. Example: Volvo’s focus on safety.
Price Positioning: Positioning is based on price relative to competitors, whether as a premium, value, or economy option. An example is Walmart’s emphasis on low prices.
User-Based Positioning: Focusing on a specific target audience or user segment. For example, Dove’s campaign focused on real beauty for women of all shapes and sizes.
Competitor-Based Positioning: Positioning the product or service as better than or different from competitors. For example, Pepsi is positioning itself as the choice of the new generation compared to Coca-Cola.
Cultural Symbol Positioning: Associating with cultural symbols, values, or lifestyles. Starbucks, for example, links its brand with the idea of community and coffee culture.
For more in-depth information, see our article Exploring Effective Brand Positioning Strategies: Finding Your Competitive Edge.
Implementing Effective Differentiation
Pinpoint Signature Touches
Weave Values Into Every Story
Consistently Excel and Innovate
let’s Canoe is your brand positioning partner
Do you need help with brand positioning?
That’s where we row in. We develop and deliver Blue Ocean® strategies for our clients who are serious about growth.
Here’s to the end of marketing banality.
For the kids reading this, banality means “unoriginal.”
Welcome to your new brand agency.
Let’s start with a comprehensive brand strategy.
406-998-7901
brian@letscanoe.com
119 N 29th St
Billings, MT 59101
BRAND STRATEGY >
marketing services
Graphic Design
search engine optimization
Paid ads & PPC
CRO & Website Optimization
lC STUDIOS >
ABOUT LET’S CANOE
about Us
Contact Us
Marketing Team For Hire
as seen in
Let’s Canoe is a brand agency specializing in Blue-Ocean® brand strategy and development. We offer comprehensive brand strategy services to drive growth and explore new marketplaces.
In addition, we support our clients with complete marketing agency services, including SEO, PPC, CRO, website optimization, content marketing, web design, web hosting, and graphic design.