Creating a strong brand should be a priority for all organizations striving for success. And that purpose can only be achieved if you offer the competitive advantages and differentiators you need to stand out from the rest. Additionally, this way you can increase customer loyalty, enhance your image, and acquire a recognizable identity.
Brand positioning is a strategy that promotes an image or idea about a company in people’s minds. This involves fostering its presence, increasing its public recognition, and enhancing its influence on consumer decision-making.
The main objective is to make companies connect with customers. However, this goal cannot be achieved immediately, as it requires the prior fulfillment of certain specific objectives
How to achieve it?
It can be achieved through striking design, a creative color palette, a distinguishable logo, or a unique slogan, but also through the creation of a solid and audience-centric company culture and mission. The important thing is to ensure that you cover all aspects of interaction with the audience.
Types of brand positioning
Attribute positioning: This type is primary because it highlights the advantages of a product, which by themselves make customers want to consume it. This can be seen when a company advertises an offer based on its innovation, size, performance, and speed.
Competitive positioning: This occurs when a company compares its offering to that of competitors, aiming to demonstrate that theirs is a good commercial option
Reputation-based positioning: This strategy emphasizes the usability of a product. The difference compared to attribute-based positioning is that, in this case, the emphasis is on the usage or social role of the merchandise
Value-added positioning: Companies can position their brands by adding non-existent value to their offering. This involves supporting their items with the values, culture, or social commitments assumed by the underlying organizations.
How to make the brand positioned?
- Base your strategy on what your competition isn’t doing.
- Personalize your company’s brand.
- Establish an emotional connection with prospects and customers.
- Reinforce the distinctive qualities of your brand.
- Create value for your products.
|That being the case, it is very important that you observe what your company needs and if you need to create a new image for your brand, do not forget to observe what your competition is doing.