Brand Positioning: Mastering Market Presence
You’re in the right place if you’ve heard of brand positioning but feel like it’s just another confusing term. Don’t worry, you’re not alone. This guide keeps 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 sharpening a strategy you already have, this will help. Let’s get into how to build a strong brand position, with practical tips and examples you can use right away.
Understanding Brand Positioning
What is brand positioning? It’s a process that helps a company stand out in the market by creating a unique function. Here’s a visual tool we use to see where a business sits in its market:
The graphic shows that a strong market position comes from balancing your strengths with what customers want. To reach the “winning zone,” a brand has to read what customers need, then use its real advantages to set itself apart.
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 range of lodging options to suit different 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 it’s clicking.
- What does Airbnb excel in providing?
- a) Standardized hotel experiences
- b) Distinctive 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) Distinctive lodging experiences b) Consistency and standardization c) Authenticity and variety
Brand positioning is a process that helps a company stand out in the market by creating a unique function.
Why brand positioning is important
Good brand positioning puts you in the right market and near the top of it. Here are four ways that play out in practice:
- Creating Differentiation: A company that clearly defines its value proposition can stand out in a crowded market.
- Increasing Awareness: A defined strategy builds recognition. When customers understand what a brand stands for and why it’s different, they’re more likely to remember it and consider it.
- Shaping reputation and image: A clear strategy helps you manage how the brand is seen.
- Developing Leadership: Brand positioning helps a company become a market leader by consistently delivering on its promises and standing out from competitors.
Brand positioning goes beyond marketing. It defines what a company stands for and makes sure that it connects with customers. It shapes how people see you and what they buy, and that compounds over time.
Types of strategy
The right strategy depends on what your company needs. A company that keeps its promise and stands out can become the preferred choice for its audience. Here are some common strategies yours 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 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 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 positions itself as the choice of the new generation, in contrast to Coca-Cola.
Cultural Symbol Positioning: Associating with cultural symbols, values, or lifestyles. Starbucks, for example, links its brand with community and coffee culture.
For more detail, see our article Exploring Effective Brand Positioning Strategies: Finding Your Competitive Edge.
Putting differentiation into practice
- Pinpoint signature touches
- Work your values into every story
- Keep improving and innovating
Let’s Canoe is your brand positioning partner
Do you need help with brand positioning?
That’s where we row in. We build strategy first, then the marketing around it, for clients who are serious about growth. It runs on the Let’s Canoe Framework.
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