Brand positioning is a really fascinating thing – it’s a bit like building a company’s personality. It’s about making sure that your brand isn’t just another logo on the market, but something that people will remember, like and identify with. So there we go! 😊
Brand positioning – how to build a strong brand identity
Imagine that a brand is a person. How would you describe her? Is she serious and professional, or is she lighthearted and fun? Or maybe exciting and full of energy? Brand positioning is precisely the process by which you give your brand character, personality and a place in the minds of your customers. It’s not just a logo or colors – it’s the whole experience people have with your brand. Like a goat. Everyone loves goats 💕
What is brand positioning?
Brand positioning is how we want customers to perceive our brand compared to our competitors. It is the answer to the question: Why should someone choose you specifically?
- Is it because you are the cheapest?
- Or do you offer the best quality?
- Or maybe people just like you?
Positioning is not only what you say about yourself, but also what people think about you. It’s their emotions, associations and experiences with your brand.
Why is positioning important?
- Builds trust – When customers know what to expect from you, they are more likely to choose you again.
- It sets you apart in the market – In today’s world, competition is fierce. Positioning helps you stand out.
- Creates emotional ties – People don’t buy products – they buy emotions, values and lifestyles.
How to build a strong brand positioning?
- Identify your unique value (USP – Unique Selling Proposition)
What makes you unique? What do you offer that others don’t?- Example: Apple doesn’t just sell phones – it sells innovation, design and prestige.
- Know your target audience
Brand positioning starts with understanding who your customers are. What is important to them? What problems do they have? What values do they hold?- Case in point: the Patagonia brand knows that its customers care about the environment, so their communications are full of eco-friendly touches.
- Analyze the competition
See how your competitors are positioning themselves. Is there a niche you can fill?- Example: When Tesla entered the market, electric cars were seen as unattractive. Tesla changed that by positioning itself as a modern, luxury and eco-friendly brand.
- Create a clear brand message
Your brand should have one main message that will be repeated in every communication. This can be a slogan, motto or promise.- Example: Nike – “Just Do It.” It’s not just a slogan – it’s a philosophy that inspires people to take action.
- Build consistency
Brand positioning is not a one-time action – it’s a long-term process. Everything you do – from advertising to customer service – should be consistent with your message.- Example: Coca-Cola has for years built its brand around the idea of happiness and sharing. Whether it’s advertising or social action, it’s always about the same values.
Examples of effective positioning
- Apple – innovation and design
Apple does not sell technology – it sells experience. Their products are simple, elegant and intuitive. It’s a brand for those who want to be seen as modern and creative. - Dove – true beauty
Dove has been building its brand around the idea of true beauty for years. Their campaigns show ordinary women, not models, which builds trust and emotional connections with customers. - Red Bull – extreme experiences
Red Bull does not sell energy drinks – it sells adrenaline and lifestyle. Their brand is associated with extreme sports, music and events. - IKEA – democratic design
IKEA has positioned itself as a brand that offers stylish and functional furniture at affordable prices. It is a brand for those who want to furnish their home well without spending a fortune.
How to measure the effectiveness of positioning?
- Market research – Do customers perceive you the way you want them to?
- Sales analysis – Are your actions translating into increased sales?
- Social listening – What are people saying about your brand on social media?
- Customer loyalty – Do customers come back to you and recommend you to others?
Summary
Brand positioning is not just marketing jargon – it’s the foundation on which you build relationships with your customers. It’s a process that takes time, consistency and a deep understanding of your target audience’s needs. But once you’ve found your place in the minds of your customers, you’ll see how much of an impact it can have on the success of your business.
Remember, a brand is not just a logo or colors – it’s the entire experience you create for your customers. It’s the emotions you evoke and the values you represent.
