Brand Positioning is generally defined as the position that a brand occupies in people’s minds, in respect to some factors, compared to competitors. It’s a set of impressions, perceptions, conceptions, etc. that fix in people’s minds with respect to certain brand features, relating to its communicative aspects (such as Brand Image and Tone Of Voice), or a specific product category (i.e. home furniture, clothing, sport equipment, etc).
In any case, Brand Positioning is a brand analysis technique which returns those key-factors and trends according to which the brand is recognized, evaluated, and judged by people. It helps us to know which position the brand occupies compared to competitors, and which levers to work more to achieve a new and better market-share.
Brand positioning is the image of the brand in people’s minds and what drives interests as well as their choices for purchasing products and services. Consistent and steady communication are keys to good positioning.
How to work on Brand Positioning?
There are many ways to work on Brand Positioning. Usually, an overview of the market positioning, reference sectors, commercial value, stronger products or services, etc. is developed in comparison to main competitors. In building a strategic communication plan, we proceed to a similar operation focused on the Brand Profile, Value Proposition, Communication Style and Tone Of Voice, etc., and the whole is organized into different maps, returning a graphic display of the position occupied by the brand (Positioning Map).
The brand positioning map allows to shape the main positioning objectives, those aspects on which to act, also establishing a pathway together with the customer in order to plan a wide-ranging, step-by-step strategy.
So, the whole communication is organized in a cohesive and coherent way, multiplying the brand "distinctiveness", and therefore its potential for penetration in the market as well as in people's minds.
Who needs Brand Positioning?
A good Brand Positioning strategy is useful not only to newly born brands, but also to all those who don't succeed to get into the market or reach their own market-share compared to competitors, or also to those brands that want to update their positioning, keep it up with the times.
Communication technologies and social trends, in fact, evolve and stress people to use existing tools in different ways as well as new products on the market. Furthermore, global and local cultural trends slowly but constantly change people's way of life, their needs and desires, and this in turn generates ever-changing relationships with the market, with products, and services.
Understanding one's position in people's minds and on the market helps to understand how and where to invest in order to follow trends and new methods, to always meet effectively to people's needs and maintain healthy economic growth of the brand.