Scribd
Upload
9 views2 pages

1a. Positioning PDF

Brand positioning is the strategic placement of a brand in the market and in the minds of customers, going beyond just logo recognition. It helps ensure that customers think of your brand first when making purchases, differentiates you from competitors, and strengthens audience connections. A clear brand positioning framework involves competitor analysis and aligning brand elements with your unique selling proposition.

Uploaded by

magalongjeremyglene
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
9 views2 pages

1a. Positioning PDF

Brand positioning is the strategic placement of a brand in the market and in the minds of customers, going beyond just logo recognition. It helps ensure that customers think of your brand first when making purchases, differentiates you from competitors, and strengthens audience connections. A clear brand positioning framework involves competitor analysis and aligning brand elements with your unique selling proposition.

Uploaded by

magalongjeremyglene
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

BRAND POSITIONING 101: WHAT IT IS AND WHY YOU

NEED IT?
What Really is Positioning?

- BRAND POSITIONING IS SO MUCH MORE THAN HOW WELL YOUR LOGO STANDS FROM OTHER
COMPANIES. IT’S HOW YOUR BRAND’S VISION, PRODUCT, AND IDENTITY ARE STRATEGICALLY
POSITIONED IN A MARKET SATURATED WITH OTHER COMPANIES.

Be the FIRST in the Customer’s Mind

- If you want your customers to think of you first when they’re ready to buy, you have to position
your brand with a clear, strategic foundation.

Positioning According to an Expert Philip Kotler

Brand positioning is the space your brand and products hold in the market
and in the minds of your customers.

To say it in another way, Phillip Kotler, marketing author and professor,


defined brand position as “the act of designing the company’s offering and
image to occupy a distinctive place in the mind of the target market.”

Father of Modern Marketing

Advantages of Brand Positioning

1. People think of your brand first when they are ready to buy
2. Clear differentiation from the competition
3. Strengthened connection with your audience
4. Better understanding of your customers’ challenges
5. Higher relevance in conversations about your market
6. Customers feel good about paying your higher price point
7. Faster internal decision making around branding and product mix — the company has a a clear
understanding of who it really is and what it sell.

Brand Positioning Framework — What Marketers Need

Brand positioning strategies come in all shapes and sizes.

Start by thinking about where you want to focus. Is your brand position going to be based on customer
service, price, quality, convenience, or some new experience or product?

Creating A Simple Brand Positioning Framework.

Competitor identification and research


Identify five of your immediate competitors. What problems do they solve? What do they do better than
you? Worse? Take a look at their visual brand, their website, and their mobile experience. Make notes
about what they’re doing well and what you think they’re missing. Pay particular attention to the price
of their product, their customer service experience, the quality of their product or service, and the
convenience they provide to buyers.

Brand elements that reflect your unique selling proposition (USP)

Does your tagline line up with your positioning statement? Is your logo really communicating that you
sell high-end products?

Here are some of the main elements you need to clarify and communicate your brand positioning
statement.

1. Tagline
2. Logo
3. Visual Identity
4. Product content
5. Product packaging
6. Physical location signs and menus

You might also like