How to create an effective brand positioning?

How to create an effective brand positioning?

Determining the best positioning for your brand may feel like guesswork at first, but at its core are three simple steps to keep you on track:

#1. Unique value of the brand

Whether something is valuable or not ultimately depends on how consumers perceive it. But in order to help them recognize your brand's value proposition, you must identify and amplify what makes your brand and product unique. This requires you to do the following.

Origin of the company

Due to their history, capabilities and past experiences, all companies have unique origin stories to draw upon. Find that unique experience and your brand will be enveloped in a halo.

Distinctive product features

Each company also has its own unique features and high-quality products. When the brand combines functionality with fantasy it creates a great reputation.

Customer Characteristics

For effective brand positioning, it's important that your brand promise and product attributes align with the expectations of your target customers. It's vital to understand who your users are and find them for branding.

So how do you put this information together for brand positioning? 

#2.Understand your industry

There are clues in any industry that reflect what customers have historically valued and sought when choosing products and services in that category. You must conduct market research to identify these customer expectations through an industry audit. Once you identify commonalities, you'll have the industry's language of communication. For example, for the financial industry, this might be pleasant imagery of a family vacation that evokes a carefree life, or common words such as "control" and "confidence" that reassure customers that their finances are in good shape.

#3.Choosing your communication language

Once you have a clear understanding of industry norms, you can now strategically decide which norms reinforce your brand positioning and which do not. You may choose to use similar imagery, colors and language to evoke a sense of familiarity and trust. Today, we live in a marketplace that is by far the most interesting time for branding. Rules are being changed and broken every day. So try switching it up and you'll discover new worlds.

Two examples of effective brand positioning

Check out these two examples of companies who nailed their positioning:

  1. Coca-Cola: This company positions itself as a happy, relaxed and positive brand. Its name and visual identity convey a refreshing experience.

  1. Slack: this B2B brand focuses on convenience. slack is positioned as "making work life simpler, more enjoyable, and more productive. 

Can you see how market positioning can make your brand more memorable? Rather than trying to appeal to everyone, strategic positioning allows a small percentage of your ideal customers to think of your brand first. This familiarity will become valuable customer loyalty.

uBrand's best tool for brand positioning

When creating brand positioning with uBrand, you will be supported by our branding tools. Our AI tools will guide you through a positioning process where you can edit and refine your brand positioning. To start your brand above the rest, use uBrand!