Brand Positioning Process
The concept of Brand Positioning first introduces in 1969 by Jack Trout is a very important hypothesis in any business. Brand positioning can be defined as a procedure of placing a brand in the target customers’ minds. Though it requires deep understanding of branding strategies, once done it can do wonders for any brand.
The main purpose of Brand positioning is to ensure your customers can both identify with your brand, and elaborate why and how your offer is better than those already in the market place. In most occasions, brand positioning statements are confused to company’s slogan or taglines. These statements are used to gearing up key decision making in the brand as well as the marketing guidelines that affect customers perception.
To make an effective Brand Positioning here are the processes you should follow to ensure your brand get and remain on top of the table in the market:
1. Identify and understand your market
It is important to analyze your customers, their behavior, habits and mind set. In order to get a clear understanding of the customer you need to come down to their lever and try put yourself in their thinking. Are your consumers buying a brand because it truly meets their needs? If not, ask what is missing.
Get to know how they perceive the product, what role does the product or service play in their lives and what needs to be improved to create more interest toward the product/service and increase its benefit. When you achieve all this, you stand a better chance to be on top of the market.
2.Identify your competition
Here you focus on the advantages the competition has over you and strive to get ahead of them. You are required to work on the qualities, traits and capabilities that will enable your performance exceed that of your competitors. According to ER Services you are advices to create a list of the things that make you different from competitors in positive ways. Then identify which of these factors are also competitive advantages: the influential factors that help you perform better in the marketplace and cause customers to choose your product, service, or brand over other options
3. Imply Critical Benefits
The product is already out there in the market, you need to think big and point out the extra benefits your product is bringing to the table. Identify the benefits your target wants and develop multiple positioning statements accordingly to suite the benefits. By so doing you will stand out and the customers will be in a position to identify and relate to your product.
4. Write the creative brief.
Once you have a viable positioning statement, you should write the creative brief to provide direction to the creative team. From a management perspective, the creative brief functions as the transition from strategic formulation to tactical implementation.
5. Monitor the positioning
A brand positioning objecting should at all times be measurable to see if you are improving, stagnating or moving backwards. By measuring the position overtime, you will be in a position to know what needs to be improved or changed to make more impact in the market. The question how the position will be monitored might arise. This is achievable by employing techniques like conducting interviews or use of questionnaires to evaluate and measure and follow up.