States Can Create a Competitive Market System by Using the Following Means:
What is Brand Positioning?
Put simply, brand positioning is the procedure of positioning your brand in the mind of your customers. Brand positioning is likewise referred to every bit a positioning strategy, brand strategy, or a brand positioning statement.
Popularized in Al Ries and Jack Trout'southward bestselling Positioning: The Boxing for Your Listen, the idea is to identify and attempt to "own" a marketing niche for a brand, production, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer'due south mind so that the client associates something specific and desirable with your brand that is distinct from rest of the market.
Ries and Trout define positioning every bit "an organized arrangement for finding a window in the mind. It is based on the concept that communication can simply take place at the right time and under the right circumstances."
Brand positioning occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, frontwards-looking arroyo, information technology tin can positively influence its brand positioning in the eyes of its target customers.
Positioning Statements versus Taglines
Brand positioning statements are often confused with visitor taglines or slogans. Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business. A positioning statement helps y'all brand key decisions that affect your customer's perception of your make.
A tag line is an external statement used in your marketing efforts. Insights from your positioning statement tin can be turned into a tagline, only information technology is important to distinguish between the two. (Come across examples of brand positioning statements and taglines below.)
7-Step Brand Positioning Strategy Process
In order to create a position strategy, you must outset identify your brand's uniqueness and determine what differentiates you from your competition.
In that location are 7 fundamental steps to effectively clarify your positioning in the market place:
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Empathize how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning thought
- Craft a brand positioning statement (see below)
- Test the efficacy of your brand positioning statement (see 15 criteria below)
What is a Brand Positioning Statement?
A positioning argument is a one or two sentence declaration that communicates your brand'due south unique value to your customers in relation to your main competitors.
In Crossing the Chasm, Geoffrey Moore offers one style of formulating a positioning argument: For (target customer) who (argument of the need or opportunity), the (product proper noun) is a (production category) that (argument of cardinal do good; also chosen a compelling reason to believe). Unlike (principal competitive culling), our production (argument of chief differentiation). Withal, we provide a more simplified structure for formulating a Brand Positioning Argument in the following section.
How to Create a Make Positioning Statement
There are four essential elements of a best-in-class positioning statement:
- Target Customer: What is a concise summary of the attitudinal and demographic clarification of the target group of customers your brand is attempting to entreatment to and concenter?
- Market Definition: What category is your make competing in and in what context does your brand have relevance to your customers?
- Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand tin can ain relative to your competition?
- Reason to Believe: What is the near compelling show that your brand delivers on its brand promise?
After thoughtfully answering these four questions, yous can craft your positioning argument:
For [target customers], [visitor proper name] is the [marketplace definition] that delivers [brand promise] considering just [visitor name] is [reason to believe].
2 Examples of Positioning Statements
Amazon.com used the following positioning statement in 2001 (when it nearly exclusively sold books):
For World wide web users who bask books, Amazon.com is a retail bookseller that provides instant access to over 1.1 one thousand thousand books. Unlike traditional book retailers, Amazon.com provides a combination of boggling convenience, low prices, and comprehensive pick.
Zipcar.com used the following positioning statement when it established its concern was founded in 2000:
To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you lot salve money while reducing your carbon footprint.
xv Examples of Taglines
Once you accept a strong brand positioning statement you tin can create a tagline or slogan that helps establish the position y'all're looking to own. Here are 15 examples:
Mercedes-Benz: Engineered like no other car in the globe
BMW: The ultimate driving automobile
Southwest Airlines: The short-haul, no-frills, and low-priced airline
Avis: Nosotros are simply Number 2, but we effort harder
Wharton Business School: The only business school that trains managers who are global, cross-functional, good leaders, and leveraged by applied science
Famous Footwear: The value shoe store for families
Miller Light: The only beer with superior gustatory modality and low caloric content
Land Subcontract: Similar a skilful neighbour, State Farm is in that location.
L'Oreal: Because you're worth it.
Walmart: Always low prices. Always.
Nike: Just do it
Coca-Cola: The real matter
Target: Wait more. Pay less.
Volvo: For life.
Domicile Depot: You can exercise it. We can help.
xv Criteria for Evaluating Your Make Positioning Strategy
An intelligent and well-crafted positioning argument is a powerful tool for bring focus and clarity to your marketing strategies, advertising campaigns, and promotional tactics. If used properly, this argument tin can assist you make effective decisions to assist differentiate your brand, attract your target customers, and win market place share from your competition.
Here are 15 criteria for checking your brand positioning:
- Does it differentiate your brand?
- Does it match client perceptions of your brand?
- Does it enable growth?
- Does information technology place your brand's unique value to your customers?
- Does it produce a clear moving-picture show in your mind that's unlike from your competitors?
- Is information technology focused on your cadre customers?
- Is it memorable and motivating?
- Is information technology consequent in all areas of your business?
- Is it easy to understand?
- Is it difficult to copy?
- Is it positioned for long-term success?
- Is your brand promise believable and credible?
- Can your brand own information technology?
- Will it withstand counterattacks from your competitors?
- Will it help you make more effective marketing and branding decisions?
Repositioning Positioning
The unfortunate reality is that no marketer has the power to position anything in the customer's mind, which is the core promise of positioning. The notion that positions are created by marketers has to die. Each customer has their own idea of what you are.
Positioning is non something you practice, just rather, is the result of your customer's perception of what yous do. Positioning is not something we can create in a vacuum—the act of positioning is a co-authored feel with the customers.
Behind your positioning statement or tagline is your intention—how you desire your business to be represented to customers. One time the real office of positioning is understood, having a tagline or a positioning statement can be useful by clarifying your brand'southward essence inside your organization.
By examining the essence of what yous are and comparing it with what your customers desire, the doors open to edifice a business organization with a potent positioning in the mind of the customer. Why? Great brands merge their passion with their positioning into one statement that captures the essence of both.
Integrating Your Brand Positioning in Your Customer's Listen
To position your make in your customer's mind, y'all must start from within your business. Every member of your organization that touches the client has to be the perfect expression of your position. And, since everyone touches the customer in some way, anybody should be the all-time expression of your position.
Now comes the hard part: Put upwardly everything that represents your make on a wall. List all your brand'southward affect points—every betoken of interaction with your customer. With a critical, withal intuitive center, enquire:
- How can I more than fluidly communicate my brand'south desired position?
- Does every touch point wait, say, and experience like the brand I desire my customers to perceive?
Many marketers don't have the clarity and conviction of post-obit through on their words. Without certainty, you default to the status quo. Turn everything y'all do into an expression of your desired positioning and you tin create something special. This takes courage; to actively position your brand means you have to stand for something. Just and so are you truly on your style to owning your very ain position in the mind of your customer.
Onward!
Source: https://cultbranding.com/ceo/create-strong-brand-positioning-strategy/
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