19.06.2023

Content Strategy

How to develop a brand positioning strategy [+examples]

7 min read

Bradley

How to develop a brand positioning strategy

In this article, we explore the key elements and strategies behind effective brand positioning plus share examples of brands that did it right.

In today's fiercely competitive market, brand positioning plays a vital role in determining the success of businesses. It is not enough to simple offer quality products or services; brands need to differentiate themselves and forge a unique identity that resonates with their target audience. 

This is where brand positioning comes into play. 

A well-defined and authentic brand positioning strategy serves as a compass, guiding businesses towards their desired market position. 

By identifying what truly matters to customers, brands can craft messaging that connects on a deeper level. These connections are crucial to foster loyalty and set your brand apart from the competition. 

Let’s explore key elements and strategies behind effective brand positioning that can help your business thrive.

Do you have a steadfast brand context?

To develop a brand context, start by reflecting on the purpose and values that drive your business. By articulating these core beliefs and principles, you’ll find it easier to establish an authentic and meaningful brand identity.

Also consider the desired impact that your business strives to make, over and above profitability. This impact is key to resonating with your target audience, as it centres on how their lives stand to change after interacting with your products and services.

A defined brand context serves as a compass for any brand positioning strategy, providing guidance and direction for the whole team. It acts as a reference point, ensuring that all brand decisions and actions align with the established purpose, values, and desired impact. 

By using the brand context as a guiding force, businesses can maintain consistency and coherence across all brand touchpoints. It can also help your campaigns resonate with customers, establishing an emotional connection and fostering brand loyalty.

Going beyond superficial competition analysis

When it comes to competition analysis, go beyond superficial assessments to develop a robust brand positioning strategy. This requires a deeper understanding of competitors and their strengths that can then be leveraged to craft a compelling and differentiated brand message.

Avoiding surface-level flaws and biases is the first step towards unbiased competition analysis. 

Instead of focusing solely on the weaknesses of competitors, try giving them the benefit of the doubt and objectively evaluate their core strengths. By doing so, you can more effectively identify areas where your business has an edge.

By understanding the unique value propositions and customer-centric benefits that set a brand apart, businesses can tailor their messaging to resonate with their target audience. This approach helps create a stronger connection with neutral prospects who are assessing benefits with an impartial perspective.

Framing your messaging around these differences will help you gain the upper hand. 

By emphasising the aspects that truly matter to customers, businesses can position themselves as the preferred choice in the market. This allows them to communicate their unique value and address the specific needs and desires of their target customers.

Examples of effective brand positioning

Effective brand positioning can make a significant impact on a company's success in the market. Let's explore a few examples of brands that have successfully positioned themselves and differentiated from their competitors.

One notable example is Apple. With its "Think Different" positioning, Apple positioned itself as a brand that challenges the status quo and empowers individuals through innovative technology. 

By focusing on user-friendly design, cutting-edge features, and seamless integration, Apple has created a strong brand image synonymous with premium quality and exceptional user experience.

Another example is Nike. Through its "Just Do It" positioning, Nike has established itself as a brand that inspires and motivates athletes and fitness enthusiasts to push their limits. 

Nike's emphasis on performance, innovation, and authenticity has allowed it to connect with its target audience emotionally, building a community around its brand.

Dove is a brand that has successfully positioned itself with its "Real Beauty" campaign. By challenging conventional beauty standards and promoting inclusivity, Dove has positioned itself as a brand that celebrates diversity and empowers individuals to embrace their unique beauty.

These examples demonstrate the power of effective brand positioning in creating a distinct identity and resonating with target customers. 

By understanding their target market, identifying unique value propositions, and aligning their messaging and experiences accordingly, these brands have successfully differentiated themselves and gained a competitive edge in their respective industries.

Steps to create a strong brand positioning

Creating a strong brand positioning requires a strategic approach that aligns with the unique characteristics and goals of your business. Here are the essential steps to develop a compelling brand positioning:

  1. Conduct a thorough self-assessment of the business: Understand the company's mission, values, strengths, and weaknesses. Identify key differentiators that set the business apart from competitors.
  2. Identify unique value propositions and differentiators: Determine the specific benefits and advantages that the brand offers to its target audience. These differentiators should resonate with customers and address their pain points or desires.
  3. Craft a compelling and authentic positioning statement: Create a concise and impactful statement that communicates the brand's unique value and position in the market. This statement should clearly articulate what makes the brand special and why customers should choose it over competitors.
  4. Align marketing efforts with the brand positioning strategy: Ensure that all marketing campaigns, messages, and visuals consistently reflect the brand's positioning. This alignment helps build a coherent and recognisable brand image.
  5. Consistently deliver on the brand promise: Every customer interaction should reinforce the brand positioning. Delivering exceptional products, services, and customer experiences builds trust and strengthens the brand's positioning in the minds of customers.

By following these steps, businesses can create a strong brand positioning that sets them apart in a competitive market. It allows them to communicate their unique value to the target audience and build lasting relationships with customers.

How Huble can help you develop your brand positioning strategy

Developing a strong brand positioning strategy is crucial to stand out in a competitive market. 

It requires careful introspection, understanding core differentiators, and crafting a compelling positioning statement. While the process can be complex and challenging, the rewards are significant. 

A strong brand positioning helps create a unique identity, resonates with target customers, and sets the foundation for successful marketing campaigns and customer experiences.

At Huble, we understand the intricacies of brand positioning and the importance of standing out in today's crowded marketplace. 

We have the expertise to guide your brand towards a strong and differentiated positioning. Our creative consultancy services are designed to help companies like yours craft a compelling brand positioning strategy that captures the essence of your business and resonates with your target audience.

Don't let the complexities of brand positioning hold you back. 

We can be your trusted partner to develop a strong brand positioning that drives growth and sets you apart from the competition. Contact us today to speak with our experienced consultants and discover how we can help your company thrive through effective brand positioning strategies.

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