WHAT IS BRAND POSITIONING?

Without a doubt, brand positioning is one of the most [if not the most] critical elements in the entire brand strategy.

It aims to place your brand in the mind of your audience for a very specific reason to help them distinguish your brand from the rest.

No matter which industry you’re operating in, it’s probably a noisy place full of competitors all vying for the attention of your shared audience.

You can’t just expect your audience to understand why they should choose your brand over a competitor’s; you need to help them to that discovery.

Without a doubt, brand positioning is one of the most [if not the most] critical elements in the entire brand strategy.

It aims to place your brand in the mind of your audience for a very specific reason to help them distinguish your brand from the rest.

No matter which industry you’re operating in, it’s probably a noisy place full of competitors all vying for the attention of your shared audience.

You can’t just expect your audience to understand why they should choose your brand over a competitor’s; you need to help them to that discovery.

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Your Audience Positions Your Brand

As much as your brand attempts to influence where your audience places your brand within their mind, ultimately that’s something your audience does by themselves.

Based on their interactions, experiences, circumstances and of course, exposure to your messages, they’ll decide where your brand fits and whether or not it’s relevant to them.

Your positioning strategy therefore, aims to influence how your audience perceives your brand, so you can stake a claim for the position you want within their mind.

The Goal Of Brand Positioning

The end goal of brand positioning is to own an idea that your audience associates with your brand and your brand alone.

This idea is spawned in the development of your positioning strategy and once the idea is clear, the supporting elements of your brand strategy, places that idea in the mind of your audience.

Depending on how well your messaging is aligned with your positioning strategy, the idea might land or might not.

So what does that all mean?

Well, essentially, you need to define an idea you want your audience to associate with your brand and work on hard on formulating that idea into an easy to understand message.

The more simplistic (and unique) the idea, and the more ways you consistently deliver that idea at various touch points, the more likely it is your idea will land.

Only a well formulated and clear message delivered consistently will allow the idea to land.

If it does land, your audience will associate your brand with that idea, and they’ll remember you at the moment of truth (the buying decision).

Simple right?

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Brand Positioning Definition [Kotler]

Philip Kotler is thought of as “The Father of Modern Marketing”.

Author of over 80 marketing books and a distinguished professor of International Marketing at the Kellogg School of Management, Kotler is someone you need to listen to when it comes to branding and marketing.

Kotler has defined brand positioning as

“The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”

The offer he is referring to is the thing you do differently.

The image is the way in which you communicate that difference to your audience.

Collectively, your offer and your image represent your idea, which is exactly how, you want your brand to be perceived in the market.

Developing A Brand Positioning Strategy

The strategy of your brand positioning is the research and development of your idea.

Simply coming up with an idea as to why you’re different doesn’t mean your idea is the right one.

There are a number of important elements at play, which need to be considered during the development of the strategy.

If the positioning of your brand has an end goal it needs to achieve (which we covered already), then the most efficient or