Before entering fully into brand positioning strategies, we will clarify that in marketing we understand positioning as the image that our brand, product, or service occupies in the mind of the consumer.
This positioning is built individually from the perception that the consumer has of our brand and with respect to the competition. Therefore, the positioning of your brand is crucial for your business, since your sales will depend, to a large extent, on it.
For a brand, product or service to be positioned according to our objectives, it is necessary to develop a series of brand positioning and marketing strategies. Thus, brand positioning strategies consist of a process whose objective is to take our brand, product, or service from the current image to the image we want.
To carry out a brand positioning strategy, you can focus on one or more factors of the product, brand, or service that we want to sell.
Table of contents
- Quality brand positioning strategy
- Strategies by their characteristics
- Brand positioning strategies by value or price
- Strategies for benefits
- Positioning by competition
- Brand positioning by troubleshooting
- Positioning for its use
- Brand positioning by influencers
- Positioning by consumer experience
- Lifestyle positioning for your brand
The top 10 brand positioning strategies
1. Quality brand positioning strategy
The quality of a product is one of the most important factors for a brand to sell. Although most brands emphasize their commitment to quality, a good way to distinguish yourself from your competitors is to focus attention on a specialized area, positioning the brand, solely and exclusively, as a specialist in high quality and trust.
2. Brand positioning strategies by their characteristics
Highlighting the technical characteristics of the product against competitors is another of the positioning strategies most used by brands. Take fast-food companies as an example. They get positioned in the market for the organic ingredients of their dishes.
3. Brand positioning strategies by value or price
There are two ways to approach value or price positioning and both are dependent on quality. If you focus on a very high price you can link it to exclusivity or luxury. On the contrary, you can link your product or service to quality and a good price. A considerable example of this strategy could be an airline operator. In a tough economy, their policy of offering cheap flights as well as promising free luggage has allowed them to flourish.
4. Brand positioning strategies for benefits
When we focus our brand strategy on the positioning by benefits of the product we want to sell, these must be completely clear. First, so that no competitor can claim anything from us and, second, so that the consumer is aware that in addition to meeting a need, they obtain other benefits for the purchase of that product. Take the case of Colgate. His maxim: Brush with Colgate and prevent cavities and gingivitis is a promise of benefit. On the one hand, you buy a product out of necessity to brush your teeth, but also by using the product you get a benefit such as preventing cavities.
5. Positioning by competition
With this strategy, what is sought is to compare our product with one or more competing brands to demonstrate our superiority among those who offer the same type of product. It’s a technique commonly used by car insurance companies. The message that is sent to consumers is to cancel their current policies for new ones with better coverage. Generally, before buying a product, consumers tend to compare several, so if you use this positioning strategy you must bear in mind that there are two aspects: leading products (it has a better position in the minds of consumers and the one that offers the best benefits ) second brand products (it is an alternative to the leader or cheaper brand).
6. Brand Positioning by troubleshooting
Positioning the brand as the solution to the consumer problem is also a powerful strategy. The idea is to show that your product quickly and efficiently solves the consumer’s problem. For example, cut and frozen vegetables save consumers time when preparing them.
7. Positioning for its use
How the product is used, when it should be used, where, and for what? This is one of the strategies used in the case of energy drinks. e.g. After sports activities, this type of product is consumed.
8. Brand positioning by influencers
Hiring influencers to promote a company’s products or services is a popular way to position a brand. Although this practice can be expensive. It is true that the consumer tends to trust celebrities when associating your brand with them. This familiarity encourages consumers to follow the example of the celebrity or influencer. Making it ideal for the sale of luxury goods, sportswear, or creams.
9. Positioning by consumer experience
In this positioning, it is the consumers themselves who report their own experience with the product we want to sell. This technique works very well with household cleaning products.
10. Lifestyle positioning for your brand
The lifestyle of the consumer, and their interests, or attitudes is one of the techniques you can use when positioning products. A clear example can be the case of automobiles.
When putting into practice a process of branding strategies in the market, errors can arise. Next, we show you the most common ones.
Errors due to bad brand positioning
Over positioning appears when the consumer perceives a limited or narrow image of the brand. This can lead some potential customers to consider the brand out of reach or not targeted at them.
This error generates a vague idea of the brand in the minds of consumers. The brand cannot differentiate itself.
It happens when the brand does not clearly define its positioning or changes it too frequently or tries to position itself in different segments. In these situations, the consumer does not know where to locate the brand in his mind. This happens due to the confusion generated by the brand.
Suspiciously low prices or benefits that the consumer considers implausible can lead to rejection and dubious positioning. Consumers do not trust what the brand says and this problem is difficult to solve and requires promotional activities to achieve the desired objectives.
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