Brand Positioning: Definition & Benefits
We are living in a world where we are surrounded with different kinds of information. So, it is a big task for us to make people aware of our brand’s products/services. Our real challenge is how to stand out from the crowd & grow your business in such a situation. The audience’s have tons of options to choose which brand to buy from. You must be wondering what is ‘brand positioning’? Well, let’s get started.
What is brand positioning?
The main concept of brand positioning is not to create catchy taglines to attract your audience or to brainwash them through a leap of advertisements. But, to create a manipulated idea of audience about other competitive brands. It simply means to standout from the crowd in an easy way. As all brands are running to and forth to create attractive taglines and posters, brand positioning helps to dim the light of competitor’s advertisements created in audience’s mind. It is really effective while we use advanced technologies and finding solutions to a demerit of competitor’s brand. In this way, an audience will believe that our brand is better than theirs. Because, one brand’s demerit is another brand’s merit to succeed. Finding solutions to it and thereby drive more sales and customers.
Brand positioning reflects how a brand is unique from other brands. Effective brand positioning will influence our customers and potential audience to buy our brand’s products. Highlighting the merits and demerits will increase the interest of audience into our products/services. If we meet the needs of our audience, they will value our products/services over other brands.
EXAMPLE OF BRAND POSITIONING
Let’s take McDonald’s corporation as an example to explain what is brand positioning. McDonald’s was founded by Richard and Maurice McDonald in San Bernardino in 1940. Ray Kroc has discovered the important fact that fast-food restaurants have drawbacks in service, quality and cleanliness. Kroc discovered McDonald’s restaurant in 1954. And reformed McDonald’s with main four principles- quality, service, cleanliness and value. All these four principles have positioned McDonald’s as a top brand in fast-food industry. He positioned his brand with these main four pillars. These principles positioned McDonald’s unique from other restaurants. Today, McDonald’s owns branches in 38000 locations over 100 countries.
WHAT IS BRAND POSITIONING STATEMENT?
A brand positioning statement is not a tagline or a slogan of a company. It is a statement that is used to internally guide audiences about a brand’s vision, products, services and marketing strategies. If a brand is clear about the brand values and product operation decisions, it is easy to execute them. So, brand position helps in executing the brand values easily.
Your brand should understand both customer and its competitors to position your brand perfectly. Firstly, considering our consumers to position our brand. We have to perfectly give answers to the following questions.
- Who are your target audience?
- What are their needs?
- How your brand fix customer’s problems effectively?
- Why your brand is the only solutions to their problems or needs?
- What are the benefits they will get from us?
While considering our competitors, we should focus on giving answers to the following questions.
- Who are your competitors?
- What are their merits & demerits?
- How do they market their products?
- What are their offers?
BENEFITS OF BRAND POSITIONING?
1. It makes your brand unique.
Brand positioning distinct your brand identity unique from others. Because, a brand identity is something that people look at as a reputed brand or organization. It also reflects your target audience that why you are the best company for them.
2. Justifies your pricing strategy
If the price of our brand’s product is too high. We can use brand positioning to make the price reasonable as it is of high quality. Brand positioning will make the audience understand why our product is expensive.
3. Drives more sales
If brand positioning is done properly, it will help to drive more sales. Brand positioning will create a trust in the target audience. The audience who are emotionally connected to the brand will automatically buy from us.