A strong brand is a key to business success, with evidence that it will increase revenue in the short-term by getting attention to the company, as well as the long-term by boosting customer loyalty and creating an image that is relatable. One way is through brand positioning and we’ll show you just how to do that.
What is brand positioning?
To put it simply, this is how a brand stands apart from its competitors in the mind of the customer so that they are chosen above them. Therefore, a company that wants to stand out cannot be doing the same thing as all of the others, but rather go above and beyond. The brand positioning should show:
- clear and strong messaging
- product value
- answers to common customer questions
When deciding on brand positioning, lay it out in a statement that features information on target consumers and how the company would ideally be seen by that group, which should be based on the research carried out into the audience. (Interested in learning how to conduct that research, including through surveys and focus groups? Click here.)
Remember to be authentic because consumers can spot fakery from a mile away and allow space for your positioning to change over time as markets, trends, and customers will. It doesn’t have to be set in stone, but rather start from the heart because you’ll have a reputation no matter what, so you may as well have control over it.
Brand Positioning Strategies
There are several different options when positioning your brand. The one you use and how you apply it will depend on the other businesses in your sector and your customer profile, but the overall idea is to showcase why your brand is the best, while also (perhaps indirectly) highlighting areas where your competing businesses are doing badly. However, for the purpose of this article, we’re going to run down the 5 best ways and you can pick what is right for you.
1. Customer Service
This is one of the top-ranked factors in choosing a service provider because no one wants to be on hold with complaints. Show how your customer service gives that personal touch, perhaps including extended hours for the helpline, a specialized support line for recent sign-ups, and how the support is inclusive and accessible to all.
Not only will this inspire confidence but it can justify a price increase, which should cover the cost of extra support staff. However, you have to deliver on your promise, otherwise, you can expect bad reviews, low ratings, and complaints from the relevant bodies.
Affordability is important at any time, but now more so than ever. If your product or service is the cheapest, then you’ll pull in a considerable number of customers. It can be a major draw, convincing your competitors’ loyal customers to convert. It could also be good to offer promotional items, like those from https://www.pens.com/uk, when someone makes a purchase because free branded gifts increase the perceived value of an order.
However, people perceive the goods or services as being of lower quality, even if there’s nothing to back that up, and other companies can slash their prices too.
This leans heavily on the innovativeness or uniqueness of a product, which will appeal to consumers who want something cutting edge, but they’ll also be very concerned about how it works before putting down their money.
This is where you highlight why your product is more convenient than the alternatives, such as being local, easy-to-use, and accessible. This can command a higher price point than other items. However, the added convenience can also increase costs for you, especially if you need to work on logistics or website development.
High-quality products, made using the best materials or craftsmanship, will be more desired by certain consumers than mass-produced items and will command a higher price point. The same is true for services where your business goes above and beyond its competitors. However, budget-focused consumers would be turned off by the cost.
Now that you know the most common strategies, it’s time to create a positioning plan that shows why consumers should pick your brand.