How to Create a Winning Brand Positioning
The quality of products and services a successful business provides is not the only criterion that makes it recognizable. It often happens that an unknown company produces something with the same or better quality as its famous and well-appreciated competitor. People prefer to buy the well-known products from its recognized counterpart, and the new company continues to remain unknown. It is called ‘overpayment for a brand’.
The issue that many startups encountered means that there is something else that stands behind the success and growth in revenue of any company. It is its perception by consumers, and it is even more important than quality when the business is just at the beginning of its development.
The strategy that helps overcome these difficulties is called brand positioning, and it is immensely important. Many prominent companies started with that, so you need to know how to make it properly. We are going to explain what winning brand positioning is and what marketing strategies account for the business promotion.
What Does Brand Positioning Involve?
To make it understandable, it is all about one of marketing strategies that considerably affects the perception of the business by its current and potential customers. It involves creating a positive image that is widely appreciated and trusted.
One of the marketing principles argues that developing effective positioning strategies helps the business move away from the competitors and increase the profits by building up loyalty in even the most unfamiliar audiences. Moreover, it is a great way to save the budget spent on unnecessary promotional campaigns. The established trust will also help promote new products of the same company in the future.
In short, gaining successful positions for the brand means creating a well-recognized image of the company in consumers’ minds. It is not only about appealing logos and eye-catching images on social media. The brand positioning definition also involves well-developed strategies that can affect the people’s choice. Let’s go over them to help you make the best strategic choice for your company’s promotion.
Types of Brand Positioning Strategies
As for the types of brand positioning strategies, they can be split due to the main decisive factor that influences their impact on the company’s development and whether the strategy is efficient enough or it needs something more to become more influential. Let’s consider some strategies that are most effective.
Positioning Strategy Based on Customer Service
You are more likely to choose the products of a retailer or manufacturer, any food catering or online service that provides user-friendly and consistent customer support. Efficient customer service attracts consumers and allows the companies to set a higher price point. The more support customers receive from their service suppliers, the more high-end the products are.
There is one more benefit of such a strategy - even if something has gone wrong, a dissatisfied customer can become the most loyal promoter of the company’s services if it gets friendly and straightforward support from the business’s representatives.
However, the company’s managers should be very careful about the implementation of this strategy. If they advertise the best customer support ever and fail to provide it, they are likely to receive a lot of abd reviews and angry complaints over the phone or by email, as well as the most discouraging presentations on social media. The best way to follow this way is to make clients’ expectations meet their positive experience.
Strategies Based on Convenience
One of the most widely considered types of the brand positioning framework is based on the approach that the product or service provided by the company is more convenient than that offered by competitors. That can be connected to a wider accessibility, ease in use and maintenance, location, and presentation on different online platforms.
The convenience-based positioning may also imply a better product design, availability to busy customers via mobiles, automation of all processes, and the efficient work of development teams that can eliminate all the program bugs customers may experience when ordering products online.
The mandatory product and service testing should be conducted to check whether they are truly convenient. If the advertisement says that it is very easy and cost-effective to use an electric shaver but people need to refill and recharge it very often, there may be severe damage to the company’s reputation.
Positioning Strategy Based on Prices
Most companies try to promote their products and services as the most affordable and reasonably priced options. When you advertise your products as the cheapest ones in the current market niche, you attract attention to it and generate an extended user base. Most consumers are looking for more affordable things because they don’t want to pay more for the quality that can be achieved from other providers. If you offer low prices, your price-based strategy should be straightforward and consistent because no one likes to be deceived with hidden fees or unwanted extra services they will need to pay for.
However, you also should be very accurate about implementing this framework because very often lower prices mean worse quality, and customers are aware of that. So, they may prefer to choose a product that costs a bit more because your minimum price can be suspicious to them. That is why monitoring the price-formation trends on the market should be your priority if you choose this type of your brand’s promotion.
Be Careful About the Strategy Based on Quality
Many outstanding companies nowadays are looking for the most efficient ways to provide high-quality products and services to consumers. The winning brand positioning based on this approach is working very well if you know the social and economic status of your potential clients and their expectations within their financial niche.
However, you need to be sure that you will be able to provide consumers with high-quality materials, sustainable practices, and the most high-end services without suffering any losses from establishing moderate prices. If you are just at the beginning of your business road, your customers may not be ready to pay a lot of money for a product that they know nothing about. That is why it is important to show the absolute quality of everything you are doing via evidence of stunning results, a lot of positive testimonials, expert assessments, and high ROI.
Understanding what kind of audience needs your products and services plays a great role because low-budget shoppers who use them will be looking for some cheaper alternatives. That is why quality-based positioning is more suitable for the companies whose brand is already recognizable to some extent on the market.
Use Differentiation Strategy for Innovative Products and Services
You always need to know what your potential consumers are striving for before developing the brand positioning framework for your company. If your product is unique and innovative, it will be interesting for those who prefer to try new things. You need to differentiate your products between those who prefer conventional ways of solving their issues and those who are looking for innovations.
This differentiation strategy can be pretty beneficial to your brand if you structure and promote it appropriately. However, you need to understand the potential limitations for your success. Your innovative product should have a history of successful use.
If you offer something completely new, provide the results of research and testing in your marketing campaign, the history of the idea and product creation, and show how the innovation works and why it is more beneficial and convenient than its traditional analogs.
Positioning Strategy Based on Social Media
Do thorough research before developing the effective social media positioning of the brand. When you are going to utilize a social media platform, think about where your target audience spends money and leisure time, where they look for recommendations and information, how much time they need for finding the information that interests them, and what their financial and shopping preferences are.
This strategy involves a set of tactics because there are different channels of promotion that need to be considered. It is very important which of them your brand is already using and the use of which ones should be started right now because of your potential customers’ preferences.
It is unlikely that all customers’ interests can be found on one social media channel. Most often, they prefer to use several platforms for different purposes. So, it is essential that your brand should be present on at least three of them.
The last but not least consideration here is the importance of brand positioning. The correct and well-developed strategy can provide such benefits as:
━ the improvement of communication between the brand and its consumers;
━ increase of trust in brand and its products and services;
━ increased sales due to more loyal customers and positive company’s reputation among them;
━ continuously creating a positive image of the brand and getting more returning and new customers and conversions.
If you have managed to build up the sustainable positive associations for your brand, it means that your brand positioning strategy is likely to be completely successful. You can continue to develop your marketing campaigns using the same approaches and considering the same trends in your business’s development.