Brand positioning

Positioning is an important part of developing a company's marketing strategy. It is where everything starts. The main aim is to create a clear and memorable position in the consumer's mind. Both real and imagined attributes are used to achieve this.

What to do:

1. Segment and analyse the target audience. Understand which consumers you will be working with.
2. Create a customer portrait, analyse why customers choose your product and service. Find out what they need. How do they solve their problems and satisfy their needs with your product? What do you need to do with your product to increase sales? Surveys and reading reviews are useful for this.
3. Carry out a competitor analysis. Make a list of parameters on which you will study your competitors. Also study the advertising principles they use and the associations they make with customers. Information can be found on forums, review sites and social networks of competitors.
4. Highlight the unique qualities of your company's offer that the customer will not find in the competition.

Brand positioning is the process of shaping the image of a company or brand in the minds of its target audience in such a way as to differentiate it as favourably as possible from its competitors. In simple words, it is the associations and thoughts that your company evokes in the consumer. PAnDiKubiz experts have listed the main stages and ways of positioning.

Every company should have a set of parameters by which it is perceived by the consumer. It is possible to position both the company itself and individual products. This is to ensure that when a customer has a need, they immediately think of your product.

Positioning can only be done after you have analysed the market and obtained competitor information. Of course, there are situations where positioning can be done without competitor information. This is possible if you are creating an innovative product or working for a narrow market segment. PAnDiKubiz corporate marketers help to create a unique selling proposition for companies.

There are several types of positioning:

• Attribute-based positioning. This approach is based on the distinctive features of the company or product.
• Rational or emotional benefit positioning. This method shows customers the main benefits of buying a brand's product. Example: Louis Vuitton is status clothing.
• Price positioning. It is not necessary for the price to be lower than the competition. The choice of direction depends on the price range in which the company operates and what is more important to customers: cost or quality. Example: H&M - stylish clothes at a low price.
• Positioning based on situational consumption. Example: Coca-Cola - a family drink on Christmas Eve.
• Positioning by exploiting competitors' strengths and weaknesses. A company worth mentioning here is 7up, which launched a drink called The Uncola. This approach helped the company to attract attention and contrast itself with the popular Coca-Cola brand.
• The advantages of innovation. You create something new that does not exist in the market or in a particular market segment. For example: Tesla is a premium electric car.
• Consumer positioning. This strategy is suitable for companies that work with a specific category of customers in a specific niche. For example, drivers of a particular brand of car or mothers of children under 1 year old.

Add a brand idea or legend to your positioning. To do this, you need to wrap the positioning in a colourful description. People are much more receptive to an interesting story than to dry information. PAnDiKubiz Marketing helps to create a brand legend for the launch of a product or the rebranding of an existing product.

Positioning is mostly a short and dry sentence. It clearly describes what you do. A brand legend allows you to create an emotional connection with consumers and demonstrate your values and benefits. The story can be based on real events or fictional facts. The important thing is that it evokes the right emotions and associations.