The advantages to brand positioning are endless.
But in this article, I wanna share the 10 if the most powerful advantages with you to leave you with no doubt.
Brand strategy is a labyrinth of tools, techniques and strategies to grow your brand & business.
But none are as potent as an effective brand positioning strategy.
Brands that execute this strategy well, will have these powerful advantages over their competition.
10 Powerful Advantages Of Brand Positioning
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Positioning Advantage #1:
Laser focus on a specific target market
When you position your brand you first need to understand the market landscape which includes your competitors and, of course, your audience.
When determining the position you want to take, you need to gain a deep understanding of your target audience so you’re crystal clear about what they want, what they don’t want, what they desire and what they fear.
This process forms an understanding of your audience you can then use throughout the development of your entire brand.
The more you know about your audience, the better placed you are to serve them.
Positioning Advantage #2:
Differentiation From The Competition
This is one of the most impactful advantages of brand positioning.
If you develop a brand that offers your audience more of the same of what they already have available to them, then there is little reason for your brand to exist in their eyes.
They’re already bombarded with thousands of marketing messages per day.
If you take a brand to the market offering more of the same, then you’re not adding value, you’re just contributing to market noise.
When you position your brand effectively, by default, you offer your audience something different. An alternative to the choices they already have and a reason to turn their heads.
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Positioning Advantage #3:
Clarity and focus on the problems you solve
An effectively positioned brand is well dialed in to the problems they solve for their target audience.
Less focused brands attempt to solve a broader spectrum of problems and are less flexible in finding more effective solutions.
Focused brands are better placed to tackle the problems they solve from different angles and potentially offer a better end result. Quicker, easier more efficient.
This clarity and focus allows the brand to communicate more effectively with their target audience using language, tone and urgency more specific to the problem.
This focused communication increased the chance of making a connection with the intended audience.
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Positioning Advantage #4:
Enhanced Understanding Of Your Customers Challenges
The enhanced understanding of an effectively positioned brand on the challenges their audience face on a day-to-day basis spawns opportunity.
These opportunities include, but aren’t limited to, the development and enhancement of the products or services they provide.
As the brand evolves and gains increased understanding of the specific challenges in and around the problem being solved, they can pivot and adjust the solutions to better suit the needs of the customer.
This development can lead to a further refined solution and a more strategically solid brand position.
Positioning Advantage #5:
Increased Memorability Within The Market
Few advantages of brand positioning have such an impact of the buying decision.
Developing a positioning strategy places a lot of focus on defining an effective differentiator.
A purple cow, a point of difference, a fresh idea.
Identifying a unique differentiator is one of the most challenging tasks within the brand strategy development.
It requires a level of thinking that’s not just strategic, but highly creative.
This differentiator sets the brand apart from the others and opens up a new position in the mind of the audience.
Because it’s different, it’s easier to remember. That increased memorability becomes key within the buying decision process.
Positioning Advantage #6:
Brand Storytelling & Messaging That Resonates
A brand with a focused position makes for a much more effective and focused communication strategy.
When a consumer has a problem the look to the market for help.
Brands that are able to focus their communication, messaging and stories on the specific problem outlined in their positioning statement, are far more likely to resonate with their audience on an emotional level.
The intimate knowledge of the challenges allows for specific language, tones and messages that evoke the emotions attached to the problem.
Communication that resonates makes us feel understood. This understanding opens the door to trust which is the foundation block of all successful brands.
Positioning Advantage #7:
Justified Pricing Strategies
An unclear or unfocused market position can confuse a pricing strategy at any level.
Whether your prices are low, medium or high, an undefined position may confuse your audience as to why your prices are what they are.
Once you define the position your brand wants to own in the mind of your audience and as a by-product, how you’ll help them, the prices you charge are more understandable and justified through your messaging.
Positioning Advantage #8:
Clarity Of Vision For Brand Direction
Another of the many advantage of brand positioning is clarity in the vision for where you want your brand to go.
A brand that’s clear on the position it wants to own, can more effectively identify what that future brand might look like 10 years down the line.
This is just one example of how the boarder brand strategy is developed from the work completed within the brand positioning strategy.
Positioning Advantage #9:
Increased Relevance In Your Niche
As the old saying goes
“If you try to mean all things to everyone, you end up meaning nothing to anyone.”
Many entrepreneurs struggle with the idea of niching down for fear of turning their backs on potential customers.
But brands that claim a bigger piece of a smaller pie are far more relevant than those claiming a much smaller piece of a bigger pie.
The more relevant you are to your audience, the more likely they are to display brand loyalty and advocacy.
Positioning Advantage #10:
More Effective And Creative Decision Making
A brand with focus is more impactful with its decision-making.
When the market and audience is narrower, the problems are fewer and the solutions are concentrated, decisions are more clearly guided which evokes creative thinking.
A well-defined brand positioning and the targeted audience identified within, provides decision makers with an effective compass to steer decisions in the right direction.
More Advantages Of Brand Positioning
The advantages of brand positioning listed above are certainly the most powerful but these are just a drop in the ocean.
On every level of branding and marketing at every touch point, brand positioning plays a pivotal role.
Human Brand Persona
Core Message Framework
Tone of Voice
And many more
Building a brand is a game of strategy.
An effective strategy attempts leverage every advantage offered.
The advantages of brand positioning endless and the more effective the positioning the greater the advantages.
Positioning is a fundamental aspect of brand strategy from which all else is developed and an effective one can be the difference between a good brand and an iconic one.
Are you building a brand for yourself or a client?
What are favorite examples or what are your biggest challenges around brand positioning?
Let me know in the comments Right Now!
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