A Brand Positioning Guide
You have an identity. Do you believe that? Well of course, you’ve gone through a lot to realize and fully live by your true identity. From childhood to adolescence you have transitioned from giving no care about the world and how the society will perceive you to always wanting to fit in real quick. And as you grew older, you now have fully lived by what society dictates, you may have realized that you may have lost who you really are in the process. You may have forgotten the unique YOU. Your true identity and what makes people love you. And as you realize this you try to rediscover yourself and do what Julia Robert’s has done on Eat, Pray, Love. By now the process of rediscovery and the search for true identity is harder than when you first began.
Why am I talking about all these? I am telling you now that this is how it also operates in marketing. The first step in marketing is discovering the brand’s identity. Brand identity is how you as an organization aims to be identified. This is basically how your target market will remember you. This is how you will stand out from your competitors. It is very important to think this through over and over how you will lay down and decide about your brand identity. This is how you as the organization, the brand, the product, the service, the personality and the promise will be perceived by your target market.
But knowing the brand identity is just the first step. If you do this right, you’re halfway done. What may be tricky is how you position your brand in the process. You see, as individuals this is where we fail, we fail at positioning ourselves and we just go with the flow that we fail to live up to our identity in the first place.
So, today I’ll be talking more about Brand Positioning. What is Brand Positioning? Positioning includes three components: first is the brand benefits, which is the total functional and non-functional attributes of the product. The next component is the frame of reference, this is basically where you compare your brand in terms of category. The third component is the perceptual space is the space in the consumer where many brands and services find a cognitive existence.
Now many starters can confuse positioning statements from taglines. Taglines are used for your external market which is your target market. It is how you express your marketing efforts. Positioning statements on the other hand is for internal use. You might be thinking, why is there a need to put so much effort on positioning statements if it’s for internal use? Because it’s for internal use, it will guide all the marketing and operating decisions. This will basically guide you in making decisions for your target market – your consumers.
How should you then position your brand? To craft a position strategy, you must first secure your brand identity knowing the uniqueness and the competitive advantage of your brand. Then you can use this as a guide to creating your brand positioning strategy.
- How is your brand positioned at the moment?
You must first look at your brand on a general level. Look at how you’ve positioned your brand over time and see the hits and misses in your branding and do something about changing it.
- Know your direct competitors and understand how they’ve positioned their brand
To know where you should be at in your brand positioning, you must also know where your competitors are at and closely monitor how they have positioned there brand.
- Compare your brand positioning from your competitors’
As you’re comparing, identify your uniqueness from your competitor.
- Create a distinct, value-based positioning idea
From all your research about your brand and your competitors, you can now fully create a positioning statement.
- Make your brand positioning statement
A brand positioning statement is a one or two sentence declaration that communicates your brands unique value to your customers in relation to your main competitors.
Here’s how you make a brand positioning statement.
In targeting customers, know what is the concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
Define your market, How relevant is your brand in the category it’s competing in?
Create a genuine brand promise. What is the most compelling benefit your target market receives when purchasing your brand?
Lastly, give your target consumers a reason to believe. What should they hold on to? What is the best evidence you could provide about how well your brand lives up on its brand promise?
If you follow these steps, you don’t have to rethink and reposition your brand image and identity.