Brand Positioning: How to Make Your Brand Stand Out

Brand Positioning: How to Make Your Brand Stand Out

You’ve put a lot of time and effort into building something you believe is excellent. But today’s marketplaces are crowded, and that isn’t enough. It would be best to position your brand to stand out to your perfect customer.

Brand positioning strategically defines how you want consumers to see your brand about others on offer. It involves creating a unique space for yourself in the minds of those you wish would buy from you. When done correctly, this should make clear what sets you apart and why people should choose you instead of any other business catering to similar needs.

Imagine being an explorer who has just set foot on foreign land – except instead of claiming territory by planting flags or building colonies; he plants ideas through words like “This is who we are; this is what we stand for; if anyone wants anything different they can get lost.” That’s essentially what happens here; it’s about staking out positions within markets so that customers know which company represents their interests best.

This is not only about selling things either: Without good brand positioning, all marketing efforts will fail before they start.

Why is Brand Positioning So Crucial?

You are walking through the grocery store, and you pass a whole aisle of cereal boxes that look the same. What makes one brand more appealing than another? Or do you just take whatever is on sale and call it good?

If you don’t have strong brand positioning, you’re just another fish in the sea; customers will not be able to differentiate between you and your competitors, so they won’t have any reason to choose your product or service over theirs.

However, if done correctly, brand positioning can make it obvious why people should choose your company over all others. Your messaging resonates with them emotionally while also confirming their values and identity — because let’s face it: You’re not selling anything; instead, what they’re buying into is an experience…a way of life…the vibe!

But having a position for your brand is more than just a nice-to-have thing. It’s necessary for:

1. Being noticed when there’s so much competition out there already;
2. Charging higher prices (i.e., “premium pricing”);
3. Inspiring loyalty among buyers who could easily switch over time;
4. Scaling up operations quickly without losing touch with the core customer base;
5. And protecting against future threats/changes that could permanently wipe away everything achieved thus far (i.e., “future-proofing”).

Without a clear-cut stance towards any given issue(s), all businesses fight for survival mainly based on cost considerations alone — which, as we all know, leads nowhere fast!

The Stakes Are Higher Than Ever

With the internet and social media, modern buyers have infinite options. Brands now compete on a global scale for attention and loyalty.

Dunford says, “If you’re positioning to everyone, you’re positioning to no one.”

Still, customers are getting smarter. They buy from companies that share their values or reflect who they are as individuals. So go deep when developing this aspect; it needs to speak volumes for them not just like what you say but also give money, too

Brand Positioning Statement: Your Stake in the Ground

A brand positioning statement is an announcement that explains in one or two sentences:

• The particular type of customer you’re trying to reach
• The category of business you’re in
• What makes your company different from its competitors (your unique value proposition)
• Specific advantages potential buyers can expect to receive from using your product or service
• Why should consumers trust what you say about yourself, i.e., what evidence supports your claims?

Imagine a stake being driven into the ground. That’s what a positioning statement does for your business. It creates focus and direction for every piece of marketing material you produce.

Here’s an example of Tesla’s positioning statement:

“We’re building a world powered by solar energy, running on batteries and transported by electric vehicles. Explore the most recent impact of our products, people and supply chain.”

This summarises everything there is to know about Tesla as a brand. Everything else they do in terms of marketing stems from this point.

Every aspect of their branding, including messaging, product design, or customer experience, all ladder up (or should) and link back to this central idea – their positioning!

Nailing Your Value Proposition

Your value proposition is crucial to your positioning statement (and overall positioning strategy). This is the unique benefit that sets your offering apart from the competition.

Your value prop needs to be something customers genuinely care about. Not just a meh feature. We're talking about a clear and compelling reason to choose you over any alternatives.

Some examples of powerful value propositions:

• Uber: Transportation on-demand at the tap of a button
• Apple: Beautifully designed, easy-to-use tech for the masses
• Salesforce: The complete CRM for running your entire business
• Stitch Fix: Affordable personal styling delivered to your door

These brands own a singular value in the minds of consumers. When you think of ride-hailing, computers for ordinary people, CRM software or personal styling services, these brands likely come to mind first.

Their positioning makes their value proposition obvious and helps them dominate their respective categories.

Finding the Perfect Position for Your Brand

Determining brand positioning is both an art and a science. You cannot take it out of thin air or depend on whims and opinions alone to define it. Below are some essential steps:

Know your audience inside out

The most critical thing about your positioning is that you should know who your ideal customers are like the back of your hand.

1. Who are they? (Demographics, psychographics, behaviours, pain points, etc.)
2. What do they value and care about?
3. What motivates their purchase decisions?
4. Where do they hang out, online or offline?

You have to get into their heads and experience what they experience daily. That's the only way to create messaging that resonates with them at a gut level.

Tactics such as focus groups, interviews, surveys, social listening, and jobs-to-be-done research will give you a deeper understanding of the audience.

Analyse the competitive landscape.

Then, scan the environment for other players to see where there are gaps or opportunities.

Learn how different brands position themselves; find an unoccupied territory where you can make your mark or, if necessary, go head-to-head against a competitor but present yourself as better than them.

Two brands may operate in a similar space (e.g., Ford vs Chevy); however, they still need specific positioning to avoid brand overlap and undifferentiated offerings.

Tools like perceptual mapping could assist in visualising potential positions vis-à-vis competing brands based on what matters most to customers.

Look for intersections between audience needs & unique strengths

The trick behind successful brand positioning lies in discovering where:

1. Your target audience’s needs, desires & motivations intersect with those of other consumers
2. Unique benefits offered by your product/service proposition meet those requirements more effectively than any rival offer does

Therefore, one has to determine areas of common interest among people to whom he intends to sell his goods or services while also considering what makes him better placed than others in satisfying these demands, hence attracting many buyers himself.

For instance, suppose most of your potential buyers are concerned about environmental conservation and can prefer green products over others, even if such items are expensive. On the other hand, let us assume that one’s company is known for having state-of-the-art technology, so much so that its manufacturing processes are rated among the best worldwide in terms of being eco-friendly. In this case, it would be possible to combine these two thoughts and become positioned as Earth’s most sustainable producer of X.

Evaluate points of difference – areas where competitors cannot match up against you or only do so with incredible difficulty.

Bringing Your Positioning to Life

Once you have defined your brand positioning, it is time to implement it through all customer touchpoints. Here are the main channels to consider:

Website and Digital Presence

Your website should be a visual representation of your brand positioning. Everything from the visuals and copy to the information architecture and conversion strategy should be aligned with the core positioning.

You will also want to sprinkle your positioning throughout your social media profiles, directory listings, and email campaigns – anywhere you exist online. Repetition is critical for driving home the message.

Content Marketing and Thought Leadership

Content is one of the best tools for building equity around your brand’s position in the market. It allows you to tell an ongoing story about your brand while showcasing your knowledge.

Develop a coherent content strategy that supports your positioning with written material, videos, podcasts, webinars, etc. Establish yourself as an expert in these core areas that you want to own.

For example, a beauty brand with a “clean” positioning might publish content about natural ingredients, sustainability and wellness in general. On the other hand, an edgy streetwear label should produce content that reflects their rebellious side and speaks directly to counterculture enthusiasts.

Advertising and Social Media

Your advertising creative needs to immediately scream out what sets you apart—no more generic ads that people forget about moments after seeing them.

Use eye-catching visuals and snappy copywriting so that anyone who views this advertisement instantly knows who they’re dealing with (your unique persona). Every piece of paid media must communicate why you differ from everyone else in the same industry or niche.

A quirky/edgy social presence may be appropriate for brands whose cheeky/nonconformist personality forms part of their identity. In contrast, luxury brands prefer polish/elegance both visually & tonally on their socials, such as Instagram feed aesthetics, etcetera…

Product Design & Packaging

Arguably, one’s most extensive representation – if not THE – is undoubtedly one among many; products themselves should exemplify their respective brands’ positions neatly.

For instance, an outdoor company positioning itself around rugged durability must produce items that can stand up against harsh conditions. On the other hand, clothing labels with sustainability as part of their brand DNA must ensure ethical manufacturing processes are followed while using natural materials wherever possible.

The same goes for packaging- everything about it, starting from how easy (or difficult) it is opened through what’s printed outside/inside until where this box fits within the broader category, ladders up towards the overall perception held by consumers vis-a-vis my market position.

Customer Experience

Your positioning should shine and sparkle at each stage along the customer journey – from pre-purchase touchpoints like marketing & sales to post-product usage support interactions.

Educate staff about what exactly constitutes said “positioning,” and then permit them (even encouragement!) to live it out when representing company values externally, too!!

An innovative tech firm should provide cutting-edge products backed by AI/chat support plus slick customer portals. At the same time, a hometown craft beer brand might want agents taking calls during business hours only, have CSRs write handwritten notes in response to inquiries and host neighbourhood pop-up events throughout the year.

The Power of Living Your Position

Brands that live and breathe their positioning see exponential benefits:

• A more straightforward path for innovation that extends the positioning into new offerings
• Simpler marketing and sales cycles because customers immediately “get it.”
• More engaged and loyal customers who feel you understand their lifestyle
• Higher pricing power because you offer something unique and ownable
• Protected market share as you define and lead the specific positioning
• More strategic, defensible growth as competitors can't easily replicate your position
• Better talent attraction as purpose-driven people want to associate with brands that stand for something meaningful and authentic 

Anytime someone interacts with your brand- whether that's an ad, social post, product demo or customer service interaction – they should get hit with your positioning.

Your unique point of difference and value should be so glaringly apparent that customers can’t imagine buying from any other brand. 

It should become part of your brand’s DNA. Employees should eat, sleep, and breathe the positioning in their daily decision-making and customer interactions.

Living your brand positioning separates simply fading marketing from creating an iconic, unshakeable brand that owns the minds (and wallets) of an army of passionate fans.

Pitfalls to Avoid in Brand Positioning

Brands that embody their positioning gain massive rewards:

• Easier way to innovate by creating new products and services within the exact positioning
• Faster marketing and sales cycle because the customer “gets it” right away
• Deeper customer engagement and loyalty as they feel understood in their lifestyle
• More pricing power due to the uniqueness of your offer
• Secured market share by framing & leading the category around specific positioning
• Growth becomes strategically defensible; competitors cannot replicate it easily
• Better talent attraction – people with purpose want to be associated with authentic, meaningful brands

Every interaction someone has with your brand should reek of your position. It doesn’t matter whether it’s an ad, social post, product demo or a customer service conversation.

Your value and unique point of difference should be evident so customers can’t think about buying from any other company.

A brand positioning strategy should become part of the DNA. Employees must make decisions and interact through the lens of this every day.

Living your brand’s positioning separates ordinary advertising campaigns that fizzle out from creating an iconic, unshakeable brand that captures the hearts, wallets, minds (and wallets) of armies of passionate fans.

Brand Positioning FAQs

This article has given you a thorough understanding of brand positioning – what it is, why it's crucial, how to define it, pitfalls to avoid, and how to bring it to life through every facet of your brand. Let me know if you have any other brand positioning questions!