How To Create A Brand Positioning Strategy
Is your brand getting lost in the shuffle?
Do potential customers breeze right by without a second glance? You’re not alone. Standing out in a crowded market is tough these days—but it doesn’t have to be. With the right brand positioning strategy, you can turn heads, spark interest, and compel buyers to choose you over the competition.
Let’s crack open the secrets behind memorable brand positioning. In this post, you’ll discover how industry titans like Apple, Nike, and Coca-Cola cement their place in customers’ hearts and minds. We’ll cover understanding your target audience, analyzing the competition, finding your unique differentiator, and more.
Follow along for the inside scoop on crafting a killer brand positioning strategy. With the right plan in place, you’ll be well on your way to joining the ranks of the world’s most recognizable brands. Shall we get started?
Ever wondered how brands like Apple, Nike, or Coca-Cola have such a strong presence in the market? It’s all about effective brand positioning, a strategy that can set your brand apart from your competitors. It’s not as easy as it sounds, but don’t worry, grab a cuppa and let’s crack on with the secrets to creating a killer brand positioning strategy.
Know Thy Customer: The Foundation of Brand Positioning
Brand positioning starts with understanding your target audience inside and out. This goes far beyond surface-level demographics to uncover their deepest hopes, dreams, and pain points.
Armed with this intimate knowledge, you can position your brand as the hero your customers have been waiting for. By truly addressing their unmet needs, you make your solution irresistible while outshining the competition.
Dig Deep Into Your Customer’s Mindset
Defining your target audience is about more than gathering basic demographic statistics. The most critical information lives below the surface—you need to understand:
– Demographics and psychographics: This includes age, location, gender identity, income level, education, interests, values, attitudes, and lifestyles. Paint a detailed picture.
– Goals and challenges: What are your customers trying to achieve? What problems do they wrestle with on a daily basis? How can your brand help them reach their goals and overcome their challenges?
– Decision-making drivers: What motivates their choices? Are they driven by price, quality, convenience, or something else? What emotional and rational factors influence their buying decisions?
– Needs and wants: What are they missing from other solutions on the market? What do they wish they could find to make their lives easier? How can you design an irresistible offer?
– Emotional triggers: What frustrates them? What gets them excited? How do they feel when interacting with your competitors? Tap into their emotions to create a remarkable brand experience.
By studying your customers under a microscope, you gain priceless insight into positioning your brand as their trusted hero and partner. This deep wisdom lights the path to stand out from the competition while winning customer hearts, minds, and dollars.
Competitor Analysis: Uncover the Gaps in the Market
Conducting a rigorous competitor analysis lights the way to strategic opportunities. By understanding the brand landscape, you spot gaps where competitors fail to fully meet customer needs.
This intelligence fuels your unique value proposition and differentiation strategy. Instead of playing copycat, you uncover spaces to inject your original flair and vision.
Step 1: Identify Your Main Competitors
Make a list of brands targeting your customer avatar with similar solutions. Look beyond the usual suspects to include competitors of tomorrow vying for your market share.
Research product offerings, pricing, customer service, marketing messages, and more. Identify their position in the marketplace so you can find the open lanes.
Step 2: Analyze Competitor Brand Positioning
How do competitors position their brands? What attributes do they emphasize or downplay? What promises do they make to customers?
Deconstruct messaging and branding strategies to pinpoint weaknesses and knowledge gaps. This illuminates new ways to align your brand with customer wants and needs.
Step 3: Evaluate Communication Channels and Messaging
Take notes on how competitors communicate their value proposition across channels like social media, advertising, email marketing, and their website.
What resonates? What falls flat? Discover content gaps and messaging opportunities tailored to your audience.
Step 4: Uncover Competitor Weak Spots
Where do competitors fail to fully deliver on their brand promise? Which areas lack polish or strategic vision?
Locate their vulnerabilities: negative reviews, product gaps, high prices without matching quality, inferior customer service. Seize the advantage.
Step 5: Reveal Openings for Your Brand
Compile your research to reveal glaring market gaps where competitors miss the mark. This is your chance to swoop in as the hero your customers desire.
Build a differentiated brand experience that sidesteps copycat terrain to give people exactly what your competition lacks. Claim that open space as your own.
Stand Out By Meeting Unmet Needs
Cookie-cutter competition breeds consumer boredom. To captivate an audience numbed by homogeneity, dare to be different.
Rather than echoing the status quo, analyze precisely how competitors fail customers. Then build an original brand experience fulfilling those unmet needs in unexpected ways.
Pinpoint Your Market Gaps
Conduct competitor research to diagnose where rivals fall short. Survey your audience to uncover pain points and desires left unfulfilled by current options. Document each market gap representing an opportunity for differentiation.
Brainstorm Potential Differentiators
Armed with intelligence about customer needs, brainstorm distinctive ways to address them. Avoid following the herd; let your imagination wander into uncharted territory.
Choose a Difference That Resonates
Not all differentiation is created equal. Choosing a difference that powerfully resonates with your audience is key. Evaluate your brainstormed ideas, selecting the option aligning with customer desires and your brand vision.
Conceptualize a Compelling Offer
Flesh out your golden differentiator into an irresistible value proposition flaunting your originality. Design an exceptional customer experience embodying this difference at every touchpoint.
Validate Your Difference
Before going all-in on differentiation, validate your assumptions. Survey target customers to gauge interest and intent to purchase. Be willing to refine your concept based on feedback.
Launch and Listen
Once validated, launch your compellingly unique offer on a small scale. Closely monitor success metrics and customer reviews to uncover improvement areas. Let this real-world feedback inform ongoing fine-tuning.
By fixating less on the competition and more on the customer, you organically craft differentiation that captivates. Meet needs in unexpected ways to stand out while offering tangible value. Blend originality with purpose to growth-hack consumer boredom.
Broadcast Your Brand Differentiation
You’ve uncovered a difference that delights customers and outpaces competitors. Now it’s time to spread the word far and wide.
Crafting an alluring brand positioning statement provides internal clarity. But you must also broadcast your differentiation externally through targeted messaging. Choose communication channels matching how your audience consumes information. Then imbue messaging with consistency across every customer touchpoint.
Write a Magnetic Positioning Statement
Distill your competitive differentiation into a succinct, memorable positioning statement. This internal guiding light keeps brand communications aligned across teams when making decisions.
An example: “As the only all-natural pet supply company with veterinarian-formulated products, we help pet parents nurture their furry friends holistically.”
Build a Communication Framework
Map out a messaging framework conveying your differentiation. Identify the core customer desires addressed, juxtaposing your approach against alternatives. Include proof points demonstrating tangible benefits.
Select High-Impact Channels
Discover where your audience engages with brands like yours, then flood those venues. For a pet care brand, channels might include social media, influencer partnerships, and pet-focused online communities.
Ensure Consistent Messaging
Nothing confuses customers faster than mixed signals. Overcommunicate internally so all teams broadcast uniform messaging externally. Create communication guidelines referencing your core framework.
Set reminders reviewing messaging resonance with your audience. Identify terms confusing customers or points failing to land. Use these insights to refine communication clarity and consistency over time.
Broadcasting differentiation is fruitless if communications seem disjointed. Synchronize every brand touchpoint to convey your competitive advantage cohesively. Let messaging enlighten your audience while guiding business growth.
Construct a Cohesive Brand Experience
You’ve defined your differentiation. Now it’s time to bring that brand promise to life through a synchronized customer journey.
From your website to a sales call to social media ads, every touchpoint making up the brand experience must align. When inconsistent, confused customers disengage. But by crafting cohesion, you make choosing your brand over competitors feel like second nature.
Map the Existing Journey
Catalog all touchpoints across channels comprising your current customer experience. For example: email sequences, online account portals, retail store interactions, packaging unboxing, etc. Look for inconsistencies failing to convey your brand identity.
Define the Ideal Experience
Envision exactly how you want people to perceive, understand, and connect with your brand at each mapped touchpoint. What emotions and associations should they feel? How can touchpoints reinforce your differentiation?
Bridge Experience Gaps
Pinpoint touchpoints not yet matching your ideal experience. For a sustainable fashion brand, unmatched experiences might include excessive packaging or email imagery misaligned with branding. Address these gaps.
From verbiage to visual identity, ensure messaging and aesthetics feel cohesive across touchpoints. Create internal brand guidelines including positioning statements, approved images, brand values, and key differentiators to reference.
Set reminders revisiting the brand experience through your customer’s eyes. Identify confusing interactions. Survey clients on impressions. Refine for seamlessness.
Carefully choreographing a unified brand experience builds intuitive connections between your business and ideal audience. Guide customers down an intentional path of understanding your differentiated value.
Stand Out By Crafting a Compelling Brand Position
Positioning establishes your niche. It’s the unique value you provide target customers that competitors don’t. An effective position attracts your ideal audience while deterring mismatching segments.
So how do you concoct a positioning recipe enticing commitment?
First, intimately understand those you aim to serve. Analyze psychographics unveiling their worldview. Unpack frustrations endured and aspirations sought in relation to your offering. Identify exactly how to slot into their lifestyle as the missing piece.
Next, scrutinize competitors. What benefits do they boast? Where do they fall short? Locate white space to fill with distinct advantages only you can provide.
Then, spotlight your differentiator. Demonstrate how you solve struggles no one else resolves. Showcase how you connect special wants to needs better than alternatives. Flaunt what makes you the definitive choice over rivals.
With clarity on what sets you apart, persistently communicate that differentiation across touchpoints. Website messaging must match retail signage must match social media ads must match customer service dialogues. Misalignment breeds confusion, while consistency cements conviction.
Finally, design experiences proving your positioning. Eliminate friction between brand claims and actual encounters. If you pledge sustainability, ensure packaging aligns. If you promise superior service, ensure reps exude that care. Continually optimize to embody your ethos.
Get these steps right, and your positioning will magnetically attract the right customers. Not just more customers, but advocates eager to ditch competitors in favor of your distinct value.
So go on – craft that compelling position and make your difference matter.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!