Brand Positioning and its importance.

What is brand positioning?

In simple words, brand positioning is how a brand is placed and established in clients’ minds and why they prefer it instead of other similar brands. It is how a brand communicates its identity and its values to be first in the client’s preferences.

A strong positioning can help make a brand its category leader. If you think about it you can find many everyday examples such as Harley-Davidson and Famozo.

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The importance of brand positioning:

Brand Positioning is a big chapter of a company’s strategy. Let’s look at an example to put things into perspective.

There are two hypothetical chocolate brands: brand A and brand B. Both companies provide high-end chocolate. However, the chocolate of brand A is from Africa, while the chocolate of brand B is imported from Belgium, which is a popular country for its quality chocolates.

The fact that brand B shares this product characteristic isn’t a coincidence. This explains the fact why brand B is the producer of the best quality chocolate in the market. Also, this is exactly what makes it better than its competitors.

Now you can understand what is pushing you to buy brand B chocolate when you are standing in front of the chocolate shelf at the supermarket.

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How to make a brand positioning in a few sentences:

The Product Vision Template by Geoffrey Moore can make positioning as simple as filling in the blanks.

Here’s an example of how Airbnb can build its position statement, using Moore’s model:

FOR guests

WHO love travelling and looking for accommodation and experiences

OUR Airbnb IS A platform

THAT allows people to rent out their homes or apartments to travellers

UNLIKE traditional hotel accommodation

OUR PRODUCT/SOLUTION is a way for travellers to have a more "local" experience by staying in someone's home and living like a local in the destination they are visiting

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Tips for positioning:

1. Uniqueness: Find unique and new ways to establish your brand. If you are trying to copy competitors’ offerings you are just following the wrong path. Think, if someone wants to buy a Tesla, he will buy a Tesla not a competitor with the same positioning.

2. Relevance: Understand what your target market is looking for and serve it to them. It doesn’t matter how unique or extremely fancy your product is. The only thing that matters is that your brand fits into the consumers' lives to make them easier.

3. Honesty: Don't fall into the trap of exaggeration. Just present your brand as it is and don't add any extra sauce. Sooner or later, people will understand the real benefits of your brand and this could affect the whole’s company reputation.

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Overall, a strong brand positioning is a key to winning the battle in people’s minds and one of the most crucial elements of a marketing strategy.

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