Brand positioning is the way a brand is perceived by a consumer. The key word here is “perception”: a company can be very determined in pursuing a certain positioning (let’s say “green” for simplicity) but not be able to get the concept across to people. I don’t use the word “customer” on purpose because I can easily have an opinion on a company or a product even without being a customer or potential customer.
Here different scenarios open up
I am not in target. In this case my opinion counts for little, until I go around boycotting the company. In this case I could create some problems.
the chosen positioning is not in my style. Every company has values that we consumers can or cannot identify with. A company, on the other hand, does not have to please everyone.
even though the chosen positioning is in line with my values, I do not have a good perception of the brand in question. In this case it is a communication problem: the company tries but something went wrong.
For the purposes of the discussion we are following, the last case is the most interesting. How can it happen that a brand chooses a positioning, that people do not understand its efforts and form an idea completely different from the original intentions?
This question introduces the entire discussion on brand positioning: positioning is never something objective but is always and only about perception. No matter how hard a brand tries, it cannot enter people’s heads and change the opinions that form along the way.
The difficulty in positioning a brand
Everything is branding. Every good or bad action, every well or poorly managed touchpoint, every polite or rude person, every more or less tidy shop is branding and therefore contributes to creating an idea in the head of each of us.
Everything is subjective. Everything is aggravated by the fact that the same action can be interpreted by each of us in a different way. So if it may bother me, it may not be that important to you.
The strength of the brands that we will see in the examples of brand positioning lies precisely in the fact that they have been both good and consistent in managing their points of contact and in the relationship they have established with the world. A very difficult thing.
Definition of brand positioning
Brand positioning is the perception that a person has of a certain brand and has the purpose of helping to differentiate their brand from competitors, often focusing on identifying and effectively communicating the value proposition.
In other words, brand positioning defines how a company wants to be perceived by its (potential) customers. A good brand positioning must be:
relevant to the target audience
credible and sustainable over time
differentiating from the competition.
It is essential that the chosen positioning reflects the values and personality of the brand, in such a way as to create a coherent and authentic identity.
The importance of brand positioning
Let’s start by saying that positioning is inevitable. Each of us forms ideas, opinions about what we see. It is in our nature, we cannot avoid it. Therefore, doing nothing does not mean not having a positioning, on the contrary. Often our brain fills the lack of information with opinions, so doing little or doing it badly is not the solution.
This alone should make us understand the importance of brand positioning. good brand positioning therefore not only affects the perception of the brand but can also weigh on purchasing decisions: never underestimate the emotional connection that can be created when the values of a brand resonate with the personal values of its customers.
Last point, consistency. Be careful. It is not enough to say things, then you have to do them. With the tons of information that we have available today, a brand can hardly hide from its customers. A very recent case is that of the Ferragni brand which, without going into judgments that we do not want to give here, is losing customers, followers, sponsorships due to a lack of coherence between the promises made and the actions taken.
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The 5 types of brand positioning
There are different types of brand positioning that a company can adopt based on its marketing strategy. The main types of brand positioning are:
Value positioning: it is based on the tudo sobre inosuke hashibira: a pessoa mascarada de porco de association of the brand with specific attributes or characteristics, such as quality or innovation. Apple is a clear example.
Price positioning: it focuses on the quality-price ratio of its product or
service. This is often misunderstood and companies only focus on the low price: this is a short-term positioning because, in the long run, the risk is of not having passed on real value to customers. To give some examples, Ikea or Zara have associated an affordable price with a certain level of design.
Positioning on quality: the focus is on the superior quality or performance of the product. For example Rolex.
Positioning on the problem
Dash, it couldn’t be whiter (ok this is from my times).
Positioning for competition: it differentiates itself from direct competitors through the communication of a specific competitive advantage. Tesla seems like a good example to me.
Brand positioning and brand identity
What is the relationship between brand positioning and brand identity? In reality there is no great relationship between the two things except that identity helps to build positioning.
Brand identity helps the brand to be recognizabl awb directory in every situation. I’ll buy it.
This is to simplify and, obviously
Example 1: Apple – Innovation and design
Apple positions itself as a brand synonymous with innovation and design. Thanks to its high-quality products, elegant design and the customer experience it has managed to design, the company has achieved an undeniable primacy.
Think Different and Designed by Apple in California have become a true mantra for every Apple user in the world.
The Apple brand has certainly established itself thanks to the impeccable design of its products but also, perhaps above all, thanks to the coherence with which Steve Jobs has carried the brand forward, his ability to innovate and his vision of a single coordinated ecosystem (both in software and design). With a constant focus on quality and functionality, Apple has been able to gain the trust of consumers around the world.
Example 2: Nike – power to athletes
Nike positions itself as the brand of athletes and people who love sports. The “swoosh” and ‘Just Do It’ are icons for every athlete. You may not be attracted to the brand, but it is difficult to not know it. Nike is associated with values such as performance, excellence and overcoming one’s limits.
Nike’s power is to be found in communication. The turning point was the sponsorship of Michael Jordan and the creation of his “Air Jordan” brand which today, alone, makes billions worldwide. After Jordan, there are all the advertising campaigns related to the performance of professional athletes, inspirational campaigns for each of us who play sports at an amateur level, in which the product is almost invisible but which are focused on emotions, on overcoming obstacles, on reaching personal goals (ordinary or extraordinary).
Finally, Nike has been able to create a community of people who share the same passion for sport. Events, sponsorships and collaborations with professional athletes and teams in every sport, all over the world, Nike has been so good at creating a sense of belonging among sports fans.
Example 3: Coca Cola – happiness and sharing
Coca Cola positions itself as the brand of happiness and sharing. Thanks to an immense and now century-old communication work, thanks to its constant presence in the minds of each of us, Coca-Cola has managed to create an emotional bond with its audience. It must also be said that its audience is practically the whole world, for better or for worse.
On the one hand
Being able to speak to everyone means not having to differentiate the messages too much. On the other hand, it means supporting investments across the globe but, above all, having to look for messages that are transversal across different cultures. A mission that is not exactly easy.
This is why it focuses on universal emotions such as happiness or values such as family, which today takes on increasingly complex meanings that are difficult to represent with a single idea.
Here we are talking about brand identity.
Example 4: Tesla – sustainability and technology
Tesla positions itself as the brand of sustainable innovation in the automotive sector. We can say without hesitation that Tesla has revolutionized the automotive sector, an old, static and polluting market that has remained blocked for over a century.
Before Tesla, innovations and
