Brand positioning and product positioning are essential as they are closely associated with the positioning of a company. Both have to do with the values and feelings that can be transmitted . Also with the quality, price and real value of what we contribute or the proposal made.
Of course, the problems we solve and how we do it are also an important part. Everything is considered in the market study when new companies are created or for the marketing of products. But … what exactly is brand positioning? Let’s see.
Contents of this publication [ hide ]
- 1What is brand positioning?
- 2The positioning of the brand product
- 3Aspects of brand positioning and differentiation
- 1Product attributes
- 2Price or quality
- 3Use or application
- 4Product category
- 5Competition
- 6Product benefits
- 4Common mistakes in brand positioning
- 5Conclusions
What is brand positioning?
The positioning is the set of perceptions that are in the minds of consumers and that are related to a series of attributes that establish the difference between one brand and others. And we should even think that any business idea , small or large, that seeks profitability is linked to it.
Therefore, in brand positioning, companies are said to have emotional assets to which consumers are linked . Sometimes these are hallmarks. Either because of the way they perceive them or because of the way they are sensitive to them. Depending on these feelings, the link with a brand in any sector or niche will be more or less strong. Every company must know its position in the minds of consumers to draw up a strategy with which to be able to place itself in a better place.
Among the most representative examples of what brand positioning is, we can refer to companies such as Coca-Cola, Apple or Amazon. Magnificent business models that serve to understand how to gain the attention and consideration of the public . Mostly with a great positive perception and consumer involvement. Think about it, surely you even consider yourself a fan of any of them.
The positioning of the brand product
The positioning of a product is based on principles that respond to a specific communication and marketing strategy . Sometimes it happens that these values are not aligned with those of the brand.
They are more targeted strategies that correspond to segmentation and various criteria that may be demographic, relative to market size, or geographic. In the best of cases, the brand must establish itself before the product and not the other way around , but the truth is that as a general rule they commune together, and sometimes the brands are born from the products.
Aspects of brand positioning and differentiation
The own image that is built in the minds of consumers is manufactured by us through the communication of values, attributes or benefits . It is taken into account in the business plan in many cases, even before starting the activity or investing in the business.
It is clear that the elements we choose to highlight must be relevant and important to consumers . If we do not offer them anything different, they will not be able to select us above our competition. And if we do not deliver the benefits we promise, we will waste resources on such a strategy.
So, the brand positioning depends, therefore, on the approach we carry out and on the previously selected target audience . Some of the main strategies to position a brand are:
Product attributes
The strategy focuses on something that makes the difference to occupy an important space in the consumer’s mind . These attributes may include, for example, seniority and experience providing a service, quality or specialization, among many others. But be careful !, in most cases of product positioning, if we try to position more than one attribute, the positioning will be much more complicated.
Price or quality
The relationship between quality and price is decisive. In the price policy you have to offer more or less benefits or add value at a reasonable price . The Rolex brand and positioning is a great example where, in addition, they play with exclusivity.
Use or application
In branding and brand positioning, it is important to highlight the specificity, usefulness and quality of the product to obtain a privileged space. Who was before, product or brand? The chicken or the egg?
Product category
In other words, being the benchmark of a sector thanks to its differential attributes or even to elaborate storytelling strategies . For example Danone in the yogurt sector or Coca-Cola in soft drinks.
Competition
It is about showing our supremacy over the competition , highlighting the advantages of our product. Something relevant on how to make brand positioning that will have to be maintained over time.
Product benefits
The service or product must be positioned above all for the benefits it provides or the problems it solves . For example, a rejuvenating and anti-wrinkle cosmetic or a detergent that leaves clothes impeccable.
Common mistakes in brand positioning
In the positioning of a brand, other factors must be taken into account that are also directly associated with people’s emotional intelligence . These are some of the most common mistakes that are easy to make when exposing the benefits of our brand:
- Confused: Wepresent benefits that are contradictory, diffuse, or inconsistent with each other.
- Doubtful:Consumers or buyer people do not have the certainty that the brand can offer that benefit.
- Sub-positioning:In the analysis of brand positioning, we do not present a clear and remarkable benefit that motivates the consumer to buy from us. The proposal is insufficient or does not really add value.
- Irrelevant:We offer a benefit only to a small part of the consumers or they do not grasp it. The strategies associated with neuromarketing fail, so it is not profitable for the company.
- Overlapping:The value proposition is very limited and makes consumers obviate it.
Conclusions
In summary, creating a brand positioning strategy or campaign is key for an organization or business . It is part of the definition of objectives in any marketing plan.
You have to know that finding a distinguished and recognizable place in the market is sometimes not easy . Taking care of the image and positioning of a company, either. However, it is the most recommended so that a segment or nucleus of possible clients can identify us. For this, we must take into account all these tips.
