Brand positioning is a concept that -although we don’t stop to think about it – is very present in our daily lives. To move within a flow of stimuli much greater than we can process, our mind selects and classifies all the information it receives. This selection of data becomes part, in some way, of our world. And brands compete -and a lot- not only to enter our minds, but to conquer the place they want to occupy in it.

For this reason, as we are going to see, associating a brand with certain images is not a spontaneous process, much less the result of chance. On the contrary, behind that fact there is usually hard and incessant work. Do you have a business and want to know what kind of strategies you can use to position your brand, or are you interested in learning more about this topic? In this text, you will find all the key data about brand positioning.

What is Brand Positioning

Brand positioning can be broadly defined in two ways. On the one hand, as the place that a brand occupies in the minds of both its consumers and the general public, in relation to its competition. On the other hand, the set of actions developed by a brand to gain that position is also called as such.

In line with this perspective, one of the fathers of modern marketing, Philip Kotler, expressed that brand positioning consists of “designing the commercial offer in such a way that it occupies a precious place in the minds of consumers.” For their part, marketing experts Al Ries and Jack Trout, who wrote a book that constitutes a reference on this subject, pointed out that -instead of introducing new or different information- positioning should focus on working with perceptions already present. in the minds of existing and potential customers.

Whatever the definition from which we start, they all come together in one point: that positioning a brand represents a complex task. This is because there are multiple elements involved in brand positioning. This list includes the attributes of its products -that is, its intrinsic characteristics-, the rational benefits that its consumption offers, the values ​​that it defends, the emotional connection that it manages to generate, its unique selling proposition, and the design elements that make up.

The basis of all positioning, as we will see later, is to be very clear with what image you want your consumers to identify you with. And although the actions you take to achieve this will also impact the minds of those people who are not your ideal clients, they should always be designed taking into account the images that you want your target audience to associate with your brand.

Types of Brand Positioning

As with many other marketing concepts, there is no single way to classify types of brand positioning. But, so that you can recognize some of the existing options, we are going to go through the most frequently used ones. Those brand positioning categories are:

• Based on the competition: this type of positioning is based on studying very well both the competitors and their products or services, and on detecting what is the differential of the brand with respect to theirs. Once defined what it is that distinguishes a brand from others and, at the same time, makes it attractive to the consumer, the positioning will focus on it.
• Based on the user: here, the gaze is focused on the characteristics of the audience that you want to attract. Emphasis is placed on transmitting an image that is related to their expectations, desires and needs.
• Based on benefits: it is a category focused on highlighting the advantages that the brand brings to the customer. These benefits can refer both to your products or services themselves, as well as to the shopping experience and/or after-sales service. Within this category we can include a type of positioning known as “oriented to problems and solutions “. This denomination refers to the brands that are present to help their users in those moments where there is a problematic situation that must be resolved as soon as possible.
• Price-based: This type of positioning can be chosen within any pricing strategy, since setting high prices and highlighting that choice is a way of positioning. However, it is easier to recognize it in brands that convey the idea that they offer something similar or better than others, but at a lower cost to the customer.
• Based on quality: the product or service is the center of this kind of positioning. It is committed to transmitting that characteristic that distinguishes it for its high level of quality, incomparable to that of other options on the market, which are not up to par in that qualitative aspect.
• Based on lifestyles: in this case, the emphasis is placed on transmitting what makes the brand akin to the values ​​and aspirations of its target market. The objective is that, when thinking about the brand, those who make up that group immediately associate it with those concepts.

It is important to note that several of these types of positioning are not mutually exclusive. Not only can they be combined, but it is very common for brands to do so. In these cases, the condition to integrate them harmoniously is that the result does not evoke discordant or contradictory images.

Benefits of Positioning a Brand

The first thing that needs to be clear is that the positioning of a brand occurs both by action and by omission. Once the brand recognition threshold is passed, as consumers have a higher level of exposure to, or interaction with, said brand, they will begin to have a greater number of perceptions about it.

This is how, sooner or later, those consumers will give that brand a place in their minds. And, if those responsible for the brand do not intervene in this construction, the positioning obtained can be very distant from what is intended to be achieved.

Therefore, the advantages of actively positioning a brand are many, but they are all based on the same pillar. That is, occupy the desired place in the mind of the target audience. Other benefits derive from this, among which we can highlight the following:

• Stimulate increased sales. Since the brand remains in the mind of the consumer, it is more likely that they consider it as a preferred option when making a purchase.
• Stop being “one more” among all the brands in a category and start having a clearly differentiated identity.
• Powerfully convey why a brand is a superior alternative to others.
• Justify the price set for a product or service, giving the mind arguments that favor the purchase decision.
• Conquer the trust of consumers, when the user experience corresponds to the expectations generated by the positioning.
• Gain authority in the market. This happens if the positioning is well worked and makes clear what the brand offers and cannot be imitated or surpassed by its competition.

How to Create a Brand Positioning Strategy

The first step to position your brand is to carry out a correct segmentation. In other words, precisely define the segment you are targeting and identify their behavior and consumption habits. It is imperative that you meet your potential customers from all possible angles. That way, you will be able to detect their needs and determine how to establish a connection with them.

At the same time, it is necessary that you carry out an analysis of your competition, and identify what makes you different from it. It is possible that it is a set of factors, but -when it comes to positioning – less is more and it is convenient that you focus only on some of your competitive advantages. How to determine which one? That’s where the segmentation process we talked about earlier comes into play. Uniting the knowledge you have about your target audience and your competition, you will be able to determine which differential element can be the most effective in converting prospects into customers.

Then, you must work on what is known as the “marketing mix” (product, price, distribution and promotion) so that all these variables are aligned with the chosen positioning and transmit it synergistically and coherently with each other. Why is this stage crucial to achieve a successful outcome? Because positioning is built through all the points of contact between the brand and the customer. At this stage, it is very important that you do not neglect your digital marketing strategy and take advantage of channels such as social networks to reinforce your positioning.

In all cases, the positioning has to be linked to the reality of what your products and/or services offer. In this way, your brand will meet the three essential objectives of brand positioning: relevance, differentiation and credibility.

Errors when Positioning a Brand

• There are five main mistakes that can ruin all your efforts. We are going to review them so that you can know them and avoid falling into them:
• Sub-positioning: occurs when the feature around which the positioning revolves does not have enough clarity and strength to attract the consumer.
• Overpositioning: this happens when the value proposition is so limited that we run the risk of it being attractive only to a sector of the target audience, leaving out a large part of it.
• Confused positioning: both the rule of betting on minimalism and the rule of verifying that there is consistency between the types of positioning chosen apply here. We fall into this error when the image we build has elements that contradict each other.
• Irrelevant positioning: it is defined by betting on characteristics or benefits that only generate little or no interest in the target market we are targeting.
• Dubious positioning: if the promises communicated by the positioning are not backed by what the brand really offers to the consumer, there is a conflict that will undermine its credibility.

Tips for the Digital Positioning of a Brand

Nowadays, positioning a brand in the digital field is not an option, but a necessity, because – whatever you sell – there is no doubt: a good part of your potential clients (if not the majority) is there. If you already have a consolidated digital presence, you can take the following list of recommendations as a check list. If you are just taking your first steps, or starting from scratch, our goal is that these tips are useful to you:

Be clear about the objective

First of all (and although it seems obvious) do not make the mistake of creating a website or ecommerce store, or uploading content to social networks, before having defined the positioning that you want to build in the minds of consumers. The first stage of a successful positioning is, always, to be clear about how you want to be seen, and then create your online image based on it.

Select the Most Convenient Social Networks

In relation to the above, that image that you want to project can adapt very well to certain social networks and not so much to others. Analyze to what extent each of them can be conducive to your positioning and, especially if you are starting out, focus your efforts on them.

Study Other Brands

Analyze the online presence of those brands with a similar positioning to the one you aspire to achieve, take from them what you consider the best and strive to give it your own stamp and, if possible, surpass it in some aspect. Learn from these brands, but never try to be a clone: ​​in a world of “copy and paste” and imitators, being different is a rising value. And ultimately the only way to stand out from other options in consumer mentality.

Even if the brand positioning you’re trying to project is conservative and not disruptive at all, find ways to present your content differently. If not, you are going to end up losing yourself in the infinity of stimuli to which we are exposed every day.

Keep in Mind that Everything Communicates

When designing your website and choosing the aesthetics of your social media content, keep in mind that everything conveys a message, not just the content you post. We are not always aware of the extent to which design communicates: it can convey minimalism, sophistication, warmth, distance, authority, closeness, etc. No a priori option is superior to another: the ideal will always be the one that suits the positioning sought.