The positioning of your brand is crucial. Even with the best product, you won’t achieve much if you don’t put all your efforts into establishing and growing your brand awareness and recognition. To be able to develop strong branding, you will have to use one of the following brand positioning strategies. Choose the one based on your business niche and current circumstances within your company.
Quality of your product
Maybe the essential component of your brand is the quality of a particular product. It is also easily combined with other positioning strategies. However, you have to think of the ways to differentiate your brand from competitors, since everyone will try to point out their commitment to quality. The best way is to narrow the focus on only one area of expertise. As a result, people will start to recognize you as a trusted and high-quality expert in that particular area.
Special product benefits
Pointing out all the unique benefits of your product is a prevalent brand positioning strategy. The point is to highlight all those attributes your company or your product has, which other companies lack. Those attributes have to be valuable, and you have to make sure that none of your competitors has it. For instance, your business niche is fishing equipment, and one of your best products is an excellent fishing reel. Point out all benefits of that reel, why it is unique, and what separates it from the rest. If you do it correctly, your customer will realize the potential of your product and, most likely, come to you very soon.
Product value or price
When it comes to value and price, there are two ways of creating a positioning strategy, and they both depend on quality and circumstances. The first approach would be to use a high-end tack. That means you should exploit the belief that the more expensive the product is, the more valuable it has to be. On the other hand, you can position your brand as the provider of value-priced products. Point out all the values of a particular product, and explain that the price is even low for all those benefits your customers get.
There will always be more or less competition, mostly depending on your business niche. The goal of this positioning strategy is to demonstrate your superiority among the rest in your niche and point out all those benefits consumers get if they purchase your product. However, there is a lot to do when it comes to this strategy, even if you really are the best brand out there. First of all, it is highly recommended to hire a good brand design agency because your presentation is sometimes more important than the product itself. After that, focus on your brand message, which should contain all these benefits that we already mentioned. Before you opt for this strategy, make sure that those differences between you and the competition still exist.
Offering the solution for your customer’s problem is a super powerful positioning strategy. Present your brand and your product as a reliable source which has the power to solve whatever issue your customer is facing. For instance, if your business niche is the dentist industry, your consumers are, most likely, parents who don’t know how to find good, non-sugar gums for their kids. Create such a product, promote it, and point out that parents won’t have to worry about the issues with their kids. That solution for parents has to be the central message of your strategy.
In the modern world, hiring celebrities to promote and endorse your company’s product is a highly beneficial strategy. You will establish and grow your brand recognition and awareness by collaborating with famous people. Keep in mind that this is maybe the most expensive positioning strategy. However, it will provide massive benefits since people tend to trust celebrities they like. On top of that, they will connect your product with the familiar faces of influencers. This strategy is especially useful in the sports clothing industry, as well as selling luxuries.
Brand awareness and recognition are way more important than your product or service. Of course, you need a high-quality product, but without choosing the correct brand positioning strategy, you won’t be able to establish your business. Therefore, analyze your market and choose the best strategy for your business.