Brand positioning: How to stand out from the crowd!
Marketing
Posted 01 Aug 2023
In a world oversaturated with information and offers, it is more important than ever for companies to stand out from the crowd. The right brand positioning plays a crucial role in this process so that a diversified customer base can be established. It allows companies to highlight their uniqueness and build an emotional connection with their customers that will later impact the business relationship. In this blog we will take a closer look at the brand positioning and walk you through the analysis of how companies can stand out from the crowd.
First and foremost, it is important to clarify what brand positioning means. Brand positioning refers to the way a brand is perceived by consumers. It is about taking a certain position in the market that distinguishes the company from its competitors. With a functioning brand positioning, the company stands out and customers are more likely to pay attention to it. Successful brand positioning, creates emotions, builds a clear idea of what the brand stands for and what benefits it offers to customers.
Brand positioning requires a thoroughly planned process to develop the message and identity tailored to the company. Here are four steps companies should adopt in brand positioning:
1. Target audience analysis: a thorough analysis of the target audience is crucial to understand their needs, wants and behaviors. The better you know your target audience, the more targeted you can make your brand positioning and create the right content for it to keep customers interested.
2. Competitive analysis: it is important to keep an eye on the competition and know what other companies in the industry are doing. Differentiated positioning allows you to stand out from competitors and be unique. Don’t go with the flow.
3. Unique added value: companies should identify their unique added value that differentiates them from others. This could be a special feature of the product or an exceptional customer experience. This will give customers a reason for the company.
4. Communication strategy: An effective communication strategy is crucial to successfully communicate the brand positioning. Companies should communicate their message consistently and purposefully through various channels such as social media, website, advertising and PR. This is where a PR consultant is suited to act as a clear competitive advantage and be a pillar of support when making marketing decisions.
To stand out from the crowd, it is important to develop a unique positioning. Here are some approaches that can help companies do this:
1. Niche focus: Instead of trying to be attractive to everyone, companies can target a specific niche. By focusing on a specific audience or problem, they can position themselves as experts and build a strong connection with their customers.
2. Innovation: By constantly innovating and introducing new ideas and products, companies can strengthen their brand positioning. Customers are often on the lookout for what’s new and innovative, and companies that meet this need have a greater chance of standing out from the crowd. In this regard, it is suitable to observe the latest trends and incorporate them into future concepts.
3. Storytelling: Strong brand positioning is supported by a compelling story. Companies should communicate their brand message in a way that creates an emotional connection with customers. The more personal you appear to the outside world, the more personal your relationships with customers will become. It’s beneficial to reveal everyday stories and images to put faces to the company so customers can relate. Stories can help shape the brand’s identity and highlight its uniqueness.
4. Customer experience: An exceptional customer experience can help build a strong brand positioning. Companies should focus on increasing customer value and providing memorable experiences that generate positive word of mouth. That way, you won’t be easily forgotten!
5. Authenticity: Authenticity: Authentic brand positioning is critical to gaining customer trust. Companies should live their values and promises authentically and not rely on superficial marketing tactics. Greenwashing and pinkwashing are practiced by many customers and come across as inauthentic. Read more in our blog about Rainbow Washing.
The art of brand positioning requires careful analysis, planning and implementation. By emphasizing their uniqueness and conveying a clear message, companies can stand out from the crowd and build a strong bond with their customers. Here, different marketing strategies are also essential to even appear on the radar. Successful brand positioning is a long-term process that requires continuous adjustments and close alignment with the needs of the target audience. By taking these principles to heart, companies can increase their brand awareness and achieve sustainable success.
We would be happy to support you in achieving your goals and in creating and further developing your brand positioning.
Contact us at: vibes@hbi.de
Communication Advisor at HBI Communication Helga Bailey GmbH
Annika Müller has been supporting HBI in the areas of PR and marketing since 2022.
As a Communication Advisor, her responsibilities include the creation of professional articles & the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.
