Brand positioning in the market - effective strategies

Brand Positioning – What is it?

Brand positioning in the market is an intricate art of building a unique identity that stands out among other companies and brands. It is a marketing strategy aimed at creating a recognizable image of a given brand in the minds of consumers. Brand positioning strategies encompass the entire process of building brand identity by defining its values, mission, and certain characteristics that differentiate it from the competition. Brand positioning concerns both customer perception and the way the brand wants to be perceived by its target audience.

The brand seeks to build lasting and positive associations among consumers through, among others:

• appropriate marketing campaigns,

• communication on social media,

• logo design,

• communication strategies.

All of this aims to translate into greater brand awareness, increased customer loyalty, and competitive advantage. If you want to better understand what brand positioning is, we have prepared an example. Read on.

What is brand positioning (using the analogy of painting a picture)

To better understand what brand positioning is, it is worth using a certain analogy. Imagine that brand positioning is like painting a picture. The outcome depends on the artist and his vision. The colors and type of paints, as well as their unique combination during the creation of a work of art, are akin to the values and mission of the brand. If you copy a painting that has already been created or rely on existing trends, trying to please all customers, you may lose uniqueness and originality. If you start painting (initiating marketing activities) without a clearly defined strategy and goals, the picture (the brand image) will be unclear and will likely lead to customer confusion. Just like a unique painting, brand positioning in the market is about creating a consistent, aesthetic image that grabs attention and is memorable to the audience.

Brand Positioning Step by Step

There are several types of proven actions and steps that determine whether it will be truly effective brand positioning. What are these steps?

Brand Positioning – Step 1. Defining Values and Mission

The first step is to clearly define its values and mission. The brand’s values should reflect the identity and uniqueness of the company, as well as its social and ethical commitment. A clearly defined mission and vision of the brand at the outset is the foundation and solid groundwork for further marketing activities.

Brand Positioning – Step 2. Competitor Analysis

The next step is to conduct in-depth market research and competitor analysis. This is crucial for understanding customer preferences and market needs. This allows the company to identify unique characteristics of its brand that differentiate it from other products and services on the market. Examples of tools for competitive analysis include Similar Web, SEMrush, Siteliner, and Rank Signals.

Brand Positioning – Step 3. Maintaining a Consistent Image

A consistent brand image plays a vital role in building trust and customer loyalty. It is important to ensure consistency in communication, both visual and textual, across all marketing channels! The logo, website, advertising campaigns, and social media should consistently reflect the brand's values and message. Do you understand now why branding is so important in the context of brand positioning?

Brand Positioning – Step 4. Content Marketing

Brand positioning strategies also involve creating valuable and engaging content that is related to the industry and mission of the brand, attracting customer attention and building engagement. Blogs, articles, videos, infographics, and other content are effective tools for increasing brand awareness and building trust among recipients. You cannot overlook them during the process of brand positioning in the market. Some AI-based tools for writing text and creating or editing graphics that may interest you in this context include: Writesonic, Copy AI, Chat GPT, Copymate, Midjourney, and Simplyfied.

Brand Positioning – Step 5. Building Long-term Relationships

Building long-term relationships with customers based on trust and understanding their needs is a key element of effective brand positioning. Supporting customers, listening to their opinions, and responding to their feedback are brand positioning strategies that help build loyalty among consumers. Tools that may interest you in monitoring mentions of your brand online include Brand24 and SentiOne.

Brand Positioning – Step 6. Data Analysis and Automation

Do not be afraid to use artificial intelligence or innovations. Investing in modern technologies (using modern tools, data analysis, content personalization, or marketing automation) allows for effective targeting of the audience and increased efficiency of marketing campaigns.

Brand Positioning – Step 7. Tracking Results, Openness to Modifications

Regularly monitoring the results of marketing activities and analyzing performance indicators is essential for effective brand positioning. Based on the data collected, marketing strategies should be modified to better meet the needs of the market and customers. Examples of tools for business data analysis include QlikView, Tableau, and Microsoft Business Intelligence (MS BI).

Brand Positioning Strategies – Summary

Experience shows that overlooking any of the above steps is usually one of the most common mistakes made by less experienced entrepreneurs, business strategists, or marketers. We hope that after reading this article you already know what brand positioning is.

It is truly a multi-step process that requires careful planning, thorough analysis, and continuous adaptation to changing market conditions. Step-by-step positioning will help companies build a strong, recognizable brand that stands out against the competition and gains the trust and loyalty of its customers!

Brand Garden, as a creative agency from Wrocław, supports companies at many stages of the brand positioning process. We invite you to contact us!