Brand positioning is the central element of the success, sustainability and permanence of a business in any field.
This factor is aligned with branding, which reinforces the corporate identity, increases the company’s visibility, improves the customers’ perception, makes the business increasingly viable and with a tendency for growth in the market.
It is of great importance in this highly competitive scenario, marked by the need for companies to become increasingly relevant and profitable, even with the constant change in the customers’ consumption desires.
In this article, we want to fully explore this concept, delving into its essence and key factors, among other strategic aspects that can be the great differential for your brand positioning in the market.
So, do you want to know the ABCs of brand positioning? Stay with us! Below, you’ll see:
- What is brand positioning, and what are its benefits?
- Brand positioning or brand awareness?
- What are the 6 key factors to develop a brand positioning strategy?
- Which companies are reference in a brand positioning strategy?
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Modern marketing genius and guru. Tsar of innovative business processes. These are some well-known descriptions of Philip Kotler, who also gave us an exceptional concept for brand positioning.
According to Kotler, the defender and promoter of concepts such as the 4 Ps of Marketing, brand positioning consists of designing the commercial offer in order to occupy a precious place in the consumers’ minds. This demonstrates how this is an integral and comprehensive process.
It relates to visibility and connection with users, as it is only possible to promote brand positioning if the market segment and potential customers are properly understood and get the answers they want in their searches.
For every company, regardless of its size and niche, a successful strategy translates into benefits such as:
- continuous sales, since the commercial offer is always in the consumer’s mind;
- greater brand recognition and visibility;
- market authority, which builds audiences as well as customers;
- builds credibility and a better image in relation to direct competitors, which translates into differentials that maintain this leadership position in the market.
In a highly digitized context, this brand positioning must also keep pace with technology and innovation trends. The more we are in the Internet world, the better the business will be in general, since the virtual environment transcends geographical barriers that prevent the companies’ exponential growth.
Thus, in addition to highlighting a brand platform’s relevance in the physical world, the company must be recognized in the virtual context. This requires a review of strategic aspects related to neuromarketing, for example, which reinforce the company’s identity in its public’s imagination.
Brand positioning or brand awareness?
A product can be highly recognized, but have a null brand positioning. The same is true about brands. This brings us to the clear difference between brand positioning and brand awareness.
Positioning is a comprehensive concept. It is related to the level of sales, market share, the frequency of use of products or services, the positive evaluation from users and the strength and leadership in general.
Among these aspects, we also find brand awareness, that is, how much a brand is known by consumers and how much they know about it. Therefore, this is just one of the different aspects of brand positioning.
Now, you already know the difference! Don’t just invest in promoting your brand. Try to position it through integral methodologies and practices that make it possible to recognize your name, logo, colors, and any other aspect that integrates your company’s visual identity in points of contact with the public.
A brand positioning strategy must be valued as an extraordinary project in every company, which requires planning, analysis and effort. First, you need to perform a study that allows you to detect your company’s current level of visibility and authority.
Then, set coherent, realistic and strategic progress goals. After defining this point, you need to take into account the different actions and key factors from the beginning to the end of your strategies.
You can see some of them below!
