Brand positioning is one of the most critical aspects of marketing. A sound brand position can help your company stand out from its competitors and keep customers coming back for more. Here are some examples of brand positioning tactics that can help you create a brand message.
Become a thought leader
Write blog posts, speak at conferences or offer content for download that provides answers to questions people are asking in the marketplace. Not only will this keep your company top of mind, but people may even share that information because they trust you as a source.
Partner with other brands
Create associations and partnerships with complementary brands in an industry or region. This is also known as co-branding. An example would be if Nike partnered up with Microsoft to offer the latest fitness app for runners. That way, Nike can reach their customer interested in fitness while Microsoft reaches a new audience with their app.
Create a distinctive customer experience
Offer something that your customers can’t get anywhere else and work to maintain the exclusivity of this product or service. This could be anything from special packaging with unique branding to an extended warranty on products purchased at your store.
Be first in the market with new innovations-but watch out for competition
Introduce innovative features before anyone else does, and make sure you’re aware of competitors releasing similar products or features, so you have time to pivot if necessary. Look for opportunities where a new concept would truly enhance current offerings while being different enough not to compete directly (think Beats by Dre headphones). Be clear about how these ideas fit into your broader company vision and goals as well: they need to make sense for what you’re trying to achieve.
Create a distinctive culture within your company
This is the most complicated and most arduous tactic because it’s about creating an identity that resonates with employees, customers, partners, and other stakeholders. The goal here should be to reinforce values in everything you make internally-from hiring decisions (recruit people who share your core values) to company events or policies (the way you treat suppliers). A clear brand position can help attract candidates and create new opportunities for partnerships that fit into this new vision.
Create an emotional connection
Paint word pictures of how life would be better if someone used your product-avoiding details like features and benefits. This may not always work, but when done well, it can create compelling connections between consumers and brands that lead to higher purchase intent and repeat purchases.
Establish social media presence
Build a community around your brand using social media channels like Facebook or Instagram, for example. This way, you’ll have followers interested in whatever new products you release next.
Create a memorable logo that represents your brand well
Your company’s identity is essential and will help people remember who you are. It should be consistent across all touch points, including the website, social media profiles, advertising materials, packaging design, and more-but. Keep it simple so customers can easily recognize it. Your logo needs to represent your brand memorably.
It’s no secret that to succeed, your business needs to be positioned well. If you’re not careful, you will find yourself lost in the sea of companies vying for customers’ attention and money. The above 8 examples of brand positioning will arm you with the knowledge needed to make strategic decisions about how your company stands out.