Among the main elements of brand positioning are the brand’s own personality, that is, those characteristics that make up its essence and form its hallmark. A brand can convey innovation, security, joy… This element is in turn related to competitive perception, i.e. consumers’ appreciation of competitors operating in the same sector, which is key to differentiating a brand from its direct rivals. All of this, together with the establishment of a target audience (the specific group of consumers you want to reach) and good communication about the benefits offered by the brand, is what ultimately results in a unique value proposition. In other words: what really makes it different from the rest.
The objective of brand positioning
Ultimately, the objective of brand positioning is simply to get consumers to choose one brand over others because they understand that it is the best alternative for satisfying a particular need.
Brand positioning usually forms the foundation of any marketing and communication strategy. It allows you to create and develop a well-defined identity over time that can significantly influence the final purchase decision. However, it has many other advantages: it contributes to customer loyalty insofar as customers can identify with the values conveyed by the brand. In this sense, good positioning will allow for more direct and effective communication, which will contribute to better conveying these values.
A brand that has worked effectively on its positioning will find it easier to grow and expand, even attacking other markets that, a priori, may not be completely related. Similarly, consumers may perceive greater value in a certain brand within the same sector, which will encourage them to pay more for a product similar to that offered by the competition.
Types of brand positioning
However, there are different types of positioning, and it is necessary to thoroughly analyse the industry in which the brand operates so that consumers can identify the brand that best suits their objectives and the previously established strategy. The most common types are usually by price (being the cheapest or perceived as the most premium), by lifestyle or values, by benefits (focusing on one or more key characteristics of the product or service) and, finally, by quality (materials, excellence, durability, etc.).
To give some clear examples of each of these most common types, we could say that the Nike brand is identified with sport, effort and performance (lifestyle); Volvo focuses on safety (benefits); Rolex is known for its designs, materials and precision (quality); and Ryanair for affordable prices (price-based positioning).
Although the above are the most common, there may be other types of positioning, such as those based on values or social purpose, use or application, type of user, etc.
Whatever the case, the key is to work on this important aspect, which allows brands to build a solid and differentiated identity in the market with the aim of gaining certain competitive advantages and, therefore, enabling the company to be relevant in its market in the medium and long term.
