Brand positioning is defined as the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. This means that the way you position a brand sets the tone for how the consumer will perceive a particular product or service.

Our mind is a powerhouse, and we make all decisions based on our perspective and outlook on life. The real competition between brands is not out in the marketplace but the minds of the consumers. Daily, we are constantly bombarded with information, and after a point, people start to become selective about what information they want to retain. This is because people have free will, and it’s imperative for brands to be able to position themselves in a way people can relate with and trust the brand. Because the harsh reality is that people only see what they want to see.

Over a century ago a regular soda company decided to introduce the world to a product that would be the gold standard of soda in our minds. If you haven’t guessed already, I’m talking about Coco-Cola. They are now a household staple around the world. Brand positioning helps a brand be different from the crowd.

Not all brands have the same goals when it comes to their business, hence there are a few popular routes a brand can take when it comes to positioning itself.

– A customer-centric brand

Let’s admit that we’ve all selected certain products and services simply because their customer service is outstanding. Companies that place emphasis on showcasing themselves as brands that are here to go above and beyond for their customers automatically gaining the trust of their customer. An advantage of this strategy is that brands can justify a higher price point because they know that they can deliver on what they promise. 

– A brand that’s all about convenience

Thanks to the busy lives we lead, people are always looking for the most convenient solutions to help save time and effort. Brands like Zomato and Dunzo have managed to effectively tap into this space to show consumers how using their services makes life easy. 

– Low prices for high value

Companies who use this route present their products and services as the most affordable option in the market. The lower price point naturally attracts a huge customer base. Companies like DMart have been able to acquire a loyal customer base thanks to them positioning their brand in this manner. 

– It’s all about the quality

Brands who take this route usually let the consumer know that the quality of the product is their priority and most often it comes at a premium price. This strategy works because such brands show how exceptional their craftsmanship is and how the high-quality materials they use makes consumers trust them, thus they don’t mind spending their money on it. When you think of quality speakers and sound, we often think of Bose. Why? Because that is exactly how they have positioned themselves. 

– Stand out from a crowd

Brands that use this strategy rely on the unique and innovative qualities that their products possess. A great example of this would be Elon Musk’s Tesla. This company has positioned itself as one of the best electric cars in the market by constantly innovating and creating something different.

Here are a few steps that will help you choose a strategy and tell you how to implement it:

  1. Know what your consumer wants.
  2. Understand what your brand’s capabilities are and its USP.
  3. Research and find out what your competitors are doing.
  4. Develop a strategy and closely evaluate if the positioning is working.
  5. Reinforce your brand position through your sales and marketing efforts.
  6. Ensure that your customer-facing employees embody the brand position.