When a company obtains a good positioning of its brand in the mind of the customer it also obtains a notable competitive advantage over the competition because every time a user thinks of a certain product at the same time he will think of the brand with which he has associated it.
It is clear that when a brand is well positioned in the minds of customers it holds an extremely advantageous position that the competition will hardly be able to take away. Let’s think for example of Coca-Cola in the soft drink sector! Google among search engines! Decathlon for sports clothing for everyone.
For this reason I advise you to carefully analyze the market in which you operate and carefully evaluate whether there is already a brand that owns it! if so I advise you to specialize and concentrate on becoming a leader in a sector not yet occupied by any competitor !
Brand positioning example
Let’s say you have an ice cream shop and! like business owner database all your competitors! you use slogans such as “high quality”! “wide range of flavours” or “100% natural products” in your communication messages! then let me tell you! you do not have a good brand positioning or your positioning has extremely fragile foundations.
These statements do not allow your target to identify how you differentiate yourself from the competition ! so even if you have a good product you will probably be beaten by the competition that knows how to communicate its specialization better than you.
If you decide to create a highly specialized brand positioning ! it will be easier to be recognized and identified as a leader in your category .
For example! you could say: “Ice cream only at home” differentiating yourself by how you bring your product to the customer or something like “The ice cream maker for sportsmen” defining the category to which you sell your product. or even: “we how to add multiple links on instagram bio only sell ice cream! but with flavors never tried before” and so on. But be careful! brand positioning helps your customers identify you for something in particular ! but do not be too specific in this activity otherwise you risk excessive specialization and a consequent reduction in the possibility you offer your target to identify themselves as a potential customer.
The benefits of good brand positioning
Summarizing what has been said! we can say that a brand positioning is necessary because:
- Help customers understand your brand’s specialization
- It helps you become a leader in a lack data market sector! offering you the possibility of creating it independently
- Support marketing in defining the actions to take to promote your business! avoiding that your communication messages are too banal.
If you want to know more about our brand positioning and the related value proposition I suggest you read: The value promise to find new customers.
