Brand Strategy and Positioning Strategy

What is Brand Strategy? Is it the same as Positioning Strategy or Brand Positioning? Read on for some simple examples.

Brand strategy and positioning strategy fall under the umbrella of brand ID. In addition to identity and development, brand positioning and brand strategy are critical elements that can stifle or breed success. Examples of things that make strategy and positioning so important are:

  • increasing competition in a globalised marketplace
  • rapid growth in how the internet is driving society and commerce
  • subconscious decision-making
  • the dreaded ‘paradox of choice’.

A saturated and overwhelmingly competitive marketplace requires solid brand awareness. When consumers become aware of your brand, you then have a chance to win them over. When potential customers begin to associate your brand with positive images and emotions – that’s when the magic happens and you have truly gained a competitive edge. This all starts with effective brand strategy and positioning.

Simple examples of branding strategies include:

  • leveraging a well-known celebrity or athlete to attract interest (think Michael Jordan for Nike or McDonald’s) so that your brand benefits from positive association.
  • using a “proven method” approach to demonstrate value (think of various cleaning products that use demonstrations in their ads) in order to position your brand as the one that gets it done.
  • offering strong incentives to ambassadors or customers when they photograph themselves using the brand’s products to increase brand recognition – this is how a brand benefits from a WOM (word-of-mouth) marketing strategy.

These are also important brand positioning examples (in case you were wondering “what IS brand positioning?”) as they give your brand a unique position in relation to your marketplace competitors.

The first step in the process is determining the current positioning of the brand and its products or services. Where does the brand sit amongst its competitors? Who are your customers? Why would they use the product or service? A brand positioning map, or perceptual map, is a great tool for this part of the process as it allows everyone to get a visual image of the brand’s current position in the market.

Positioning a brand in the minds and hearts of consumers is the ultimate goal; however, this doesn’t happen without a winning strategy. Strategy comes down to tangible things like defining and segmenting your target market, analysing competitors, messaging, and selecting the appropriate marketing channels. Ultimately the main goals of a brand strategy are to generate brand awareness, establish unique positioning in the market, and drive customers to your brand.   

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