Positioning

Brand Positioning

Brand positioning is the strategic placement of your business in the market. The market is in minds of your audience.

Position your brand in the minds of your audience. You can greatly influence how your brand is perceived with brand positioning.

Your strategic position requires you understand:

1. Your unique value.

2. What your dream clients want and need.

3. How other options are positioned.

Brand Positioning helps you:

Stand out
Charge a premium
Be in Demand
Be an authority
Build credibility
Earn trust
Differentiate your brand
Build confidence
Target your audience
Create meaning
and much more…

Separate Your Business From Others

Brand Positioning is your strategy to separate your brand from others in a crowded and competitive place in the market. By distancing your business from the crowd of other businesses it is much easier for your audience to be aware of your business and see your difference and unique value. Finding a new position in the market is like having your very own market if the rest of your BrandPlan supports your position. Your position is supported and maintained by the other elements in your BrandPlan because everything is interconnected.

Positioning Matrix

Example

Delta and JetBlue have shown who wins when hospitality and high-end rival one another. After Delta stopped serving peanuts and reduced legroom, JetBlue entered the market boasting about its gourmet snacks and expansive legroom. It found success by focusing on friendly service instead of a lucrative frequent-flyer program.

Chipotle and Taco Bell’s fight for market share delivered a study in quality versus quantity. Although Taco Bell is known in the market for Mexican fast food, Chipotle entered the same space by competing on quality instead of price. One of its ads stating, “We’re Not Afraid to Say We’re Real Chickens” speaks to the company’s dedication to successful branding.

Toyota and Tesla Tesla decided to break into the electric vehicle (EV) marketplace with a luxury sports model. At this time, the electric vehicle market valued economy over form and function. Tesla decided not to compete with the Chevy Volt or Toyota hybrids and instead go after the high-end market.

Brands that position themselves as “the best, #1, the premier, the ultimate, etc” can charge a premium. Charging a premium for your product and service is all about perceived value. Your brand positioning statement is a brand element that helps you influence that perceived value.