When someone hears your brand’s name, what comes to mind? Having a brand positioning plan can be a great way to control your strategy and brand image. 

What Brand Positioning Is

Brand positioning is what sets you apart from competitors. It can be defined as, “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” When consumers hear your name, brand positioning determines what image comes to mind. 

Without a strategy for this, competitors and consumers will write this story for you. This being said, there are different types of positioning to consider and create. 

Customer Service Strategy

Almost every brand on the planet claims to put the customer first. However, this is not always the truth. Highlighting how you treat your customers can help you gain popularity and stand out amongst competitors. If a competing brand offers similar services to yours, but your brand is known for its positive customer relations, your brand will always win. 

Humans are relational beings. Positioning your brand to be known for customer service and maintaining positive consumer relationships will set you up for success. Celebrate every good review and highlight client testimonials. If you receive negative feedback, address it and show that you value that customer’s offerings. 

Be consistent and always show up for your customer. 

Convenience and Price-Based Strategy

At the very core of every brand, there is a product or service. This is why people come to you in the first place. A brand position strategy should include featuring what makes your product or service better than anyone else’s. 

Perhaps buying into your brand is the most convenient for customers because of your local location or because it’s the easiest to use. Whatever it is, tell potential customers why they should pick you over another brand. If your product or service has recently been improved, share that with past clients so they keep coming back. 

You may not have the cheapest option for consumers. That is fine, but you must explain where that cost is coming from. This may be to invest in quality, in your workforce or maybe you just think your price is fair. Have good reasoning for your price and be ready to explain if customers ask. Customers deserve to know where they’re putting their money. 

Quality-Based Strategy

What makes you proud of your brand? Likely, it has to do with the hard work and care that goes into it. Sharing with consumers what makes your product or service high quality can lead your brand to success. 

Share behind the scenes, what your brand is currently working on and what makes your product or service better than anyone else’s. This goes in tangent with your price strategy because you are sharing what makes your product worth the money consumers are spending. 

Featuring client success stories and testimonials can be an excellent way to show your brand’s quality. Showing off your results are key when it comes to quality strategies because they put action behind your words. 

Differentiating Your Brand

Unless you just released the hottest new product or invented a new industry, you will likely have a good number of competitors. Anything that can set you apart and that makes you unique is worth mentioning to consumers. Research your competitors to know what you are up against and what you do differently.

Being authentic in your messaging can show off your brand’s personality and innovative ideas that make you better than anyone else in the industry. 

If your product is completely new to the market, provide research as to why people should buy into it. While having new products lowers the number of people you are competing against, it does make it riskier for people to buy into you. Giving details and information to your consumers will be key here.

Your brand will always have a reputation and have some type of position in people’s minds. Having a brand positioning strategy can ensure that people look in your favor and you are set apart from competitors. 

Want more information on brand positioning? Contact us, we’d love to chat.