Our modern World is completely saturated by products and services, each one bombarding the consumer with different messages. To stand out among competitors is a great achievement, and to hit the consumer at the bullseye is a great challenge. To accomplish this, we have to aim with great precision and target to hit in the perfect spot with our messages. That aim is given by the brand positioning strategy.
Brand Positioning is the space in your consumers mind that is being occupied by your brand. To explain it in simple words, it is the conceptual spot your Brand has in your consumer´s head, in comparison to your competitors. Your Brand positioning is the point of the arrow of all your communication actions and efforts.
Ideally your brand has to have a brand positioning that is both unique and different from your competitors. This is why you must research their communication and discover which spots in the consumer’s mind are already taken, and which spots are free for you to install your brand.
Through a market research you can also know where your brand is positioned today, so you can use the right strategy to maintain the position or move somewhere else. At the same time, to define the market segment your product is oriented to is also important when determining how you will communicate with your target. It is basic to know if there is consistency between your communication and the consumers experience with the product. When both match it means that you are communicating effectively and there is congruency. This way you gain credibility and trust.
Brands are emotional assets and are linked to consumers feelings and perceptions. If your brand is able to make a connection with one of these emotions, it will be more successful. That is why you must have a profound knowledge of your target group, not only the statistics, but dig deeper into how they think, feel, like and behave.
A good positioning strategy can be achieved by communicating the benefits, attributes and values your brand possesses. You must determine which ones are valuable to your consumer according to his preferences, motivations and emotions. To discover this value promise is fundamental. Without this knowledge you walk blindfolded and any effort in your communication will be a waste of time and money.
If your Brand is new, to have a clear positioning strategy from the beginning will determine its future success. It gives you a clear path to follow and will save you the effort of fixing its direction later on.
There are various types of brand positioning strategies. When choosing one, you must consider these aspects:
1. Be clear about the Brand position you want to achieve.
2. Analyze if the product can really fulfill the consumers expectations and what it promises.
3. Assign enough resources to the communication of your Brand positioning strategy and its advertising.
4. Be sure that the Company is trustworthy and has the capability of satisfying the consumer’s needs, since its reputation in relation to quality of service is as important and complementary.
If you want our advice in how to find the right positioning strategy for your brand, enter our website www.pepper-design.net , call us: (503) 2132-8888, send us a message via Whatsapp: 7851- 9009 or through our social media.
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