Let’s start by saying that brand positioning or brand positioning is the process of differentiating a brand from the competition with the aim of generating a unique perception in the mind of the consumer. We can therefore say that it is the set of activities that the company implements in order to influence the perception that consumers have of a brand or a product. Brand positioning therefore derives directly from your USP Unique Selling Proposition .
The ultimate goal of brand positioning is to create a unique perception of your company in the minds of users ! it allows you to clearly define your differentiating elements and is one of the actions of your marketing strategy .
Why define your brand positioning?
Too often the companies I speak to do not know the positioning of the brand (I do not deny that many times it has also been confused with the brand identity! perhaps by assonance) or even worse! even if they know it! they believe it is something that only large companies should deal with. And this is precisely where the error lies! the smaller we are ! the more our resources are limited ! the more we need to clearly state our brand positioning.
The Competitive Advantages of Differentiation
The smaller your company is ! the more it operates in a local market where it competes with other companies that offer similar spain phone number list products! the more important it is to know how to position itself correctly . Branding means helping customers clearly identify the specialization of your company and consequently identify you as the leader in that particular market sector. As a result! when they think of a specific product! your brand will come to mind.
When a company obtains a good positioning of its brand in the mind of the customer it also obtains a notable competitive advantage over the competition because every time a user thinks of a certain product at the same time he will think of the brand with which he has associated it.
It is clear that when a brand is well positioned in the minds of customers it holds an extremely advantageous position that the competition will hardly be able to take away. Let’s think for example of Coca-Cola in the soft gerry morton president en hub drink sector! Google among search engines! Decathlon for sports clothing for everyone.
For this reason I advise you to carefully analyze the market in which you operate and carefully evaluate whether there is already a brand that owns it! if so I advise you to specialize and concentrate on becoming a leader in a sector not yet occupied by any competitor ! only in this way will you be able to obtain a positioning of the brand.
Brand positioning example
Let’s say you have an ice cream shop and! like all your competitors! you use slogans such as “high quality”! “wide range of flavours” or “100% natural products” in your communication messages! then let me tell you! you do not have a good brand positioning or your positioning has extremely fragile foundations.
These statements do not allow your burkina faso leads target to identify how you differentiate yourself from the competition ! so even if you have a good product you will probably be beaten by.
If you decide to create a highly specialized brand positioning ! it will be easier to be recognized and identified as a leader in your category .
For example! you could say: “Ice cream only at home” differentiating yourself by how you bring your product to the customer or something like “The ice cream maker for sportsmen” defining the category to which you sell your product. or even: “we only sell ice cream! but with flavors never tried before” and so on. But be careful! brand positioning helps your customers identify you for something in particular ! but do not be too specific in this activity otherwise you risk excessive specialization and a consequent reduction in the possibility you offer your target to identify themselves as a potential customer.
