Brand positioning or position finding is a set of activities and actions that are done to establish the brand in the mind of the customer or create a positive impact on them. it should be unique and different from other competitors. Applying brand positioning strategy is essential for all businesses that seek to establish their position in the competitive market.
The Nature of Brand Positioning
Positioning does not mean just using a logo or a special design, a unique advertising idea or a special advertising slogan. We are looking for an independent brand identity in the market in a different way from other competitors. In the competitive situation in the market, every brand should look for a safe place to sell its products. That is, it must create conditions for its brand in such a way that there is a strong reason for the customer to buy. In this situation, brand positioning will play an effective role. Positioning gives value and credibility to our brand and both stabilizes our business and differentiates our products from other products.
The Importance of Brand Positioning
Positioning is considered as the basis for activities related to production, preparation, advertising, marketing and other product-related matters. Targeting in the field of positioning, especially while preparing the business strategy, will serve as a guide for marketing and sales activities. Since every activity should define the position and value of our brand, it is necessary to carry out marketing activities in this regard, the positioning of our brand. Otherwise, the activities will be ineffective and ineffective. Also, positioning will be effective in terms of creating and controlling reputation; Because it can make a distinction between our business and other competitors and put our products first in the customer’s mind.
Types of Positioning Strategies
When choosing the right strategy for brand positioning, we must also pay attention to the competitive advantage of our products; It means to choose a strategy that expresses the internal advantages of our products on the one hand and the shortcomings of competing products on the other hand.
1. Customer Positioning Strategy
In this strategy, by using customer-oriented methods, we can establish our position among target customers. Also, this method will be effective to justify the high price of providing services and products.
2. Positioning Strategy Based on Ease of Use
As a competitive advantage, this strategy will remind the customer why our products are easier and more convenient to use compared to competitors’ products. We can use this strategy especially where our target customers are busy people. Because these people are always looking for a way to do their activities easier and faster.
3. Price-Based Positioning Strategy
In this way, we deal with a wider range of customers. Because the price has always been one of the determining factors for attracting customers. When we offer a product with a more economical and lower price, we will be more successful in attracting customers.
However, using this method requires great care. Because reducing the price too much may create the illusion in the mind of the customer that he/she has encountered a low-quality product. Or there is even a possibility that the business will face a financial crisis.
4. Differentiation Positioning Strategy
As stated, the purpose of brand positioning is to differentiate between our products and competing products. To create this distinction, we need to create one or more competitive advantages for customers. Customer’s value new advantages and creative differentiation more. But we should also keep in mind that creating some distinctions will require sufficient testing and research in the market and customers. In fact, in making a distinction, we should not to act heedlessly.
How to Create a Brand Positioning Strategy
In order to create a reliable position, it is necessary to check some details first and then based on them, to carry out a position that suits our brand.
1. Determining the Current Position
Examining the current position of the brand allows us to know where we are and where we want to be. It will also be effective in choosing the target customer, finding strengths and weaknesses, focusing on strengths and creating a competitive advantage.
2. Checking the Current Position
After determining the current position, we will review it. In this regard, we evaluate all the benefits and features of our products, we review the information we have from customers, and finally we check the feeling that the use of our products creates in the customer.
3. Identifying and Researching Competitors
After identifying the current position of the brand, we go to our competitors. There are 3 main ways to identify competitors and analyze their performance.
a) Through Market Research
We have discussed this in detail in the market research article.
b) Through Customer Feedback
Ask the opinion of customers and their level of satisfaction and the reason for their satisfaction. Also, the amount and cause of customer dissatisfaction can help us to strengthen the quality of our products and include competitive advantages in it.
c) Through Social Networks
By using social networks, which are widely available to the public today, we can also check the position and success rate of competitors.
By examining the performance of competitors, we can turn their weaknesses into our strengths. In this way, we instill the value of our business to the audience by providing more quality and distinctive products. In fact, it is at this time that the customer gets to know the true value of our brand compared to competing brands. For this purpose, we instill the value of our business to the audience by providing more quality and distinctive products. In deed, it is at this time that the customer gets to know the true value of our brand compared to competing brands.
5. Providing Unique Offers
These offers should be in accordance with the characteristics, goals and values of our business, in a way that is distinct and unique compared to other competitors.
6. Creating Effective Communication with the Customer
This case, which we face mostly in the marketing space, will be effective in creating a safe and correct position among the target customers. Because our goal of positioning is to be prioritized among customers and the way we communicate with them is very decisive in this regard. Customers will be loyal to a brand with which they can establish a friendly and intimate relationship and that brand also cares about the taste and needs of customers in the production of its products.
Up To Sum
As we mentioned at the beginning, positioning is an important goal for any business that seeks to find the best position in the competitive market. In order to achieve this goal, detailed field investigations are necessary, and business managers should consider different and important dimensions in this field and implement their positioning strategy accordingly.