We are currently in a market where the recall and differentiation of our product are key elements for success, allowing sustainability and permanence. Brand positioning is one of the great allies to achieve these objectives, being, together with branding, one of the bases to reinforce the identity of a product or business.
In this article, we will explore five branding strategies that you should know and can use to improve your visibility and sales:
1. Brand positioning based on reputation:
Excellence and quality are crucial differentiators, because they are linked to prestige and influence. Being a member of a select group of individuals generates a sense of exclusivity, which in turn drives the acceptance of higher prices, as consumers tend to associate price with quality.
The use of a brand positioning strategy based on the product’s reputation will emphasize the social aspect involved in its purchase, making it an ideal way to capture the attention of both regular consumers and those who are not yet regulars.
2. Attribute-based brand positioning:
Focusing on the benefits we provide to our customers is also an effective way to differentiate ourselves in the market. Brand positioning based on product attributes enhances the product’s advantages, which attract potential customers to its consumption. This can be seen when, for example, a company emphasizes the innovation, size, or performance of the product, which make it ideally suited to meet the needs of the consuming public.
This strategy is not based solely on the product itself. The purchase experience and after-sales service also play a key role in the strategy. An example of this can be when cell phone companies highlight their equipment and, in addition, offer convenient payment installments to obtain it.
3. Problem and solution-based brand positioning:
Brand positioning strategy is especially recommended for products and services aimed at extremely well-defined market segments, such as travel health insurance or a bank loan. Based on the sense of urgency and the search for a solution, these are brands and services that provide a quick response to a situation.
4. Brand positioning based on added value:
Enterprises can also build their brand positioning by adding non-existent value to their offer. And with this, we are not suggesting that they invent features to increase their sales.
The brand positioning strategy based on added value consists in endorsing products or services with social values or compromises, which are assumed by the organizations in the background with the purpose of building a positive public image before the potential consumer.
An example of this are the brands that give part of their profits to charity or, launch lines of solidarity merchandise.
5. Brand positioning based on competition:
Another effective brand positioning strategy to yout brand is to study our competitors in detail and identify what sets us apart. These differences will be our key point of support, as they will allow us to demonstrate why our offer is a better business option.
That is what competency-based brand positioning is all about, to persuade the customer to choose a brand over its competitors.
One iconic example of this is the historic advertising war between Pepsi and Coca Cola, as well as McDonald’s and Burger King. However, it is also seen in smaller brands, which use performance tests or price comparisons to highlight their product.
In SomosSapiens we are aware of the relevance in the application of various marketing techniques and proposals which enable us to reach our target audience, creating strategies of great reach, effectiveness and recognition which allow us to provide a quality service and the necessary momentum to achieve the proposed objectives.
Find out more about our services here
Research:
HubSpot – Guía del Posicionamiento de Marca
Rockcontent – Posicionamiento de Marca: Cómo lograrlo y qué tipos existen
