The positioning era entered the marketing world back in the 70s, when David Ogilvy, a master in advertising stated that “It doesn’t matter how you write your ad, but how your product is positioned”.
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.
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.
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:
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
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.