What is Brand Positioning?
Kotler defines brand positioning as “the act of structuring a company’s offering and image to occupy a distinctive place in the target market’s thinking.” To put it another way, brand positioning defines how a company differs from its rivals and where, or how, it is seen by customers.
As a result, a brand positioning strategy entails instilling brand associations in customers’ brains in order to influence how they view the brand.
Simply said, brand positioning is the act of establishing a positive image of your company in the minds of your customers. A positioning plan, a brand strategy, or a brand positioning statement are all terms used to describe brand positioning.
Whether or whether a firm is proactive in creating a stance, may positively affect its brand positioning in the eyes of its target consumers if management adopts an educated, forward-looking approach.
4 Types of Brand Positioning Strategies
- Price Based Positioning Strategy
- Quality-Based Positioning Strategy
- Customer Service Position Strategy
- Convenience-Based Position Strategy
Price Based Positioning Strategy
Companies offer their products and services as the most inexpensive alternative using a price-based positioning approach. Because no one loves to pay more than they have to, positioning your product as the cheapest on the market will certainly attract a big client base. It’s simple to persuade prospects to convert by offering the lowest price.
The one drawback is that a cheaper price may imply a poorer level of production quality, even if this is not the case. It can also start a pricing war.
Quality-Based Positioning Strategy
When a company wants to stress the quality of their product, they use this technique. Frequently, this level of excellence comes at a premium price.
A product’s quality can be demonstrated by excellent craftsmanship, small-batch production, high-quality materials, and even environmentally friendly techniques that make it more costly to manufacture. Evidence of excellent end outcomes, high ROI, and glowing client testimonials may all be used to demonstrate the excellence of a business.
Budget-conscious customers may choose to avoid your brand in favor of a less expensive option. Buyer personas, on the other hand, might be useful in this situation. Whether emphasising quality (with a greater premium) is the correct option for your business depends on the income and purchasing habits of your target clients.
Customer Service Position Strategy
We’ve all chosen a store, restaurant, or other service provider based on how well they treat their customers.
Companies use quick, courteous customer service to set themselves apart in industries where assistance is notoriously unresponsive. If their product has a particularly difficult installation phase, other firms emphasize their robust support system.
The most obvious advantage of this technique is that excellent customer service can and will justify a higher price point. Apple’s products, for example, are expensive, but its support service is courteous and responsive. These service contacts are also an important component of the flywheel; if a client has a positive service experience, they may become a promoter.
If you promote outstanding customer service but don’t deliver, you’ll get poor reviews, angry phone, and email rants, social media shout-outs, and even Better Business Bureau complaints. To keep your promise, make sure your staff has the proper customer service software.
Convenience-Based Position Strategy
A convenience-based positioning strategy focuses on how a company’s product or service is more user-friendly than its competitors. Convenience may be influenced by a variety of characteristics such as location, simplicity of use, wide accessibility, platform support, and so on. The product’s design may also contribute to convenience. When you position your product or service as the most convenient, it will naturally appeal to busy people. It will also allow for a higher price point to be justified.
Offering convenience, on the other hand, maybe expensive. You’ll need strong logistics and software development teams to deliver on your promise if you’re delivering a service across numerous platforms or in different cities. For this positioning approach to succeed, developers must constantly be available to fix bugs and other difficulties.
The last item you’d need to check is whether your product is truly convenient.
Integrating Your Brand Positioning in Your Customer’s Mind
You must start from within your company to place your brand in the minds of your customers. Every member of your team that interacts with customers must be a flawless representation of your viewpoint. And, because everyone interacts with the consumer in some manner, everyone should embody your stance to the fullest extent possible.
Now comes the difficult part: create a wall with everything that defines your brand. Make a list of all of your brand’s touchpoints—every point where your consumer interacts with you. Ask, with a critical but intuitive eye:
- How can I express my brand’s intended position more smoothly?
- Does every contact point reflect the brand I want my customers to see, hear, and feel?
Many marketers lack the confidence and clarity to follow through on their promises. When you don’t know what to do, you fall back on the status quo. You can make something exceptional if you make everything you do an expression of your intended location. This requires guts; actively positioning your brand necessitates taking a stand for something. Only then will you be on your way to genuinely owning your own place in your customer’s thoughts.