Understanding Brand Positioning:

Brand positioning is a marketing objective with the intent of occupying a unique spot in your customer's minds. As an example, iPhones have a unique (and different) position in a customer's mind than cell phones do. Through it's brand positioning, Apple occupies a unique "position" where it has no competition. Their customer's buy "iPhones", not "cell phones" (even though an iPhone is a cell phone).

At its core, brand positioning strategy is about understanding the needs, preferences, and perceptions of the target market and aligning the product or brand in a way that meets those needs and stands out from the competition.

It involves identifying the key attributes and benefits that make the product or brand unique, and then communicating them clearly and consistently.

There are several key elements to consider when developing a brand positioning strategy:

1. Target Market Identification: Clearly define the specific audience or segment that the product or brand aims to serve. Understanding their demographics, behaviors, and preferences is crucial in crafting a tailored positioning strategy.
2. Differentiation: Determine the unique selling points and features that set the product or brand apart from competitors. This could be based on factors such as quality, price, innovation, convenience, or customer service.
3. Value Proposition: Clearly articulate the value and benefits that the product or brand offers to the target market. This includes identifying the problems or needs it solves, the value it provides, and the advantages it offers over competitors.
4. Brand Messaging: Develop compelling and consistent messaging that effectively communicates the positioning strategy to the target market. This includes the use of consistent language, visuals, and tone of voice across various marketing channels.
5. Market Research and Analysis: Continuously monitor and evaluate market dynamics, customer feedback, and competitor strategies to refine and adapt the positioning strategy accordingly.

By investing time and effort into brand positioning, businesses can establish a strong market presence, build customer loyalty, and ultimately achieve long-term success in their respective industries.

Brand Positioning Versus Other Types Of Marketing:

In the realm of marketing in general, "brand positioning" stands as a distinct concept that sets it apart from other types of marketing strategies.

While traditional marketing techniques may focus on promoting products or services, brand positioning looks beyond promotion and focuses on how a brand differentiates itself from competitors and is perceived in the market.

Here are a few key ways in which brand positioning differs from other types of marketing:

1. Indirectly Measured: Direct response marketing is a type of marketing where every dollar spent on advertising is measured and compared with the revenue it generates. Direct response marketing is what generates the majority of revenue for most small and middle market businesses. Comparatively brand positioning is indirectly measured. To understand the difference, compare an ad for an online store that shows the product, offers a coupon, and links website traffic directly to a sales page. That's an example of direct response marketing. When Coca Cola runs an ad that just says "enjoy", we're looking at a market positioning play. While direct response marketing is likely responsible for the majority of the cash flow coming into most businesses, brand plays like positioning strategies are responsible for much of the brand equity value we see created by larger companies.
2. Long-term Brand Building: Unlike some short-term marketing campaigns, brand positioning is a long-term strategy focused on building a strong and sustainable brand presence. It requires consistent efforts to cultivate a positive brand image, nurture customer relationships, and deliver on the brand promise over time. It aims to create a lasting impression in the minds of consumers, establishing the brand as a trusted and preferred choice within its industry.
3. Focus on Unique Value Proposition: While most marketing messages do focus on the uniqueness of an offering, brand positioning places a strong emphasis on defining and communicating a brand's unique value proposition directly to the customer. It aims to showcase what sets the brand apart from others and it aims to make prospective customers view the product or brand in a specific way.

Ultimately brand positioning is a longer-term strategy that is much less focused on creating cash flow as it is in creating brand equity. It's probably best compared and contrasted to how direct-response marketing aims to run short-term campaigns on strict budgets where results are directly measured.

Recommended Resources:

• The 5 P's of Marketing
• AIDA Model
• Return on As Spend
• Churn Rate