What is brand positioning? In this video, you’ll learn exactly what it is and how to go about developing your own strategy. It is without a doubt the most critical element of a brand strategy and places your brand in the mind of your audience.
Using a unique differentiator, you must plant a seed in the mind of your audience as to why they should choose your brand over your competitors.
If you succeed, your audience will place your brand in a unique position in their mind that they can easily recall when it comes to the buying decision.
Your Audience Positions Your Brand
Contrary to popular belief, a brand doesn’t position itself. The audience positions the brand.
As much as your brand attempts to influence where your audience places your brand within their mind, ultimately that’s something your audience does by themselves.
The end goal of brand positioning is to own an idea that your audience associates with your brand and your brand alone.
This idea is spawned in the development of your positioning strategy and once the idea is clear, the supporting elements of your brand strategy places that idea in the mind of your audience.
Depending on how well your messaging is aligned with your positioning strategy, the idea might land or might not.
Philip Kotler is thought of as “The Father of Modern Marketing” and he defined brand positioning as
“the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”
The strategy of your brand positioning is the research and development of your idea.
Simply coming up with an idea as to why you’re different doesn’t mean your idea is the right one.
There are a number of important elements at play, which need to be considered during the development of the strategy.
If the positioning of your brand has an end goal it needs to achieve (which we covered already), then the most efficient or effective way to achieve that goal has to be defined.
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