Brand Positioning - The Perfect Answer to The Philosophical Marketing Question, Who Am I?
The answer to the timeless question, "Who am I?" is still eluding most philosophers. But our brands seem to have solved this question in the business landscape through brand positioning.
Well, all of us have heard about brand positioning, haven't we? It's the identity of your business and how you would want your audience to perceive you. But brand positioning is much more than all that.
Let's check out some reasons why you need a smart brand positioning and why it is as important to you as it is for your audience.
Brand positioning challenges
The most common challenge we face while defining our brand positioning is that our positioning message sounds identical to at least some of our competitors. Now, that's quite a problem, especially when you are marketing IT products, solutions, or services. How can you differentiate your solution, service, or product when you are just a clone? A tricky question, indeed!
Marketing has always been a trust-building approach where we introduce our expertise to our audience, build trust with them, and then connect with them. This long-lasting relationship requires a strong identity - that will consistently be reflected, not just by your marketing team, but also your sales, marketing, and even the R&D teams. In the end, as a team your organization requires a brand positioning that builds confidence in your audience that they can trust you with solving their problem or fulfilling their need.
Brand positioning is not just a statement or a message, it's a guideline that reminds you and your stakeholders about what your brand stands for, and identifies you to your audience. So, getting down to defining a crisp and perfect brand positioning statement is not a joke!
What should your brand's positioning achieve?
Let's look at the purpose of brand positioning as a quick list of checkpoints. An ideal brand positioning approach should
Drafting a smart brand positioning
Conclusion - Brand positioning to anchor your position in your market
No discussion on brand positioning is ever complete without the Dollar Shave Club example. They were up against the giants in an industry that hardly had any space to even gain a foothold. But Dollar Shave Club pulled out a magic wand and not just created "some space" but gathered immense attention, thanks to their unique sense of humor, strategic pricing, zero compromise on quality, and ease of access. With just a click and just a dollar, men really could forget about running out of shaving accessories. The result? Well, Unilever acquired the Dollar Shave Club and quite a lot more than "just a few dollars"!
So, drop all your blind marketing activities and sharpen your focus on positioning your brand in the market right at the winner's spot!