Brand positioning is the process by which a marketing opportunity is defined through extensive market research, allowing the business to best market its product or solution. Successful brand positioning allows a brand to have meaning to a particular audience and allows it to be seen as different from the competitor brands.
While marketing and advertising will help raise awareness of your product or service, ultimately it is your customers who will determine your ultimate success or failure. It is your service and product quality that you will be ultimately judged on. Consumers are looking for a credible brand experience, a reason to believe in your brand. So while it is good to stand out from the crowd, it is important for long term success that your product or service fills a genuine market place requirement, and provides genuine benefits to consumers.
What it comes down to is, what is it that you can deliver to your customers? What is it that you want to be known for? What is it that you can deliver above your competitors? Does your brand make sense to your target market? Does it provide a long term solution to their particular need? Does it provide the emotional connection they are looking for?
Well positioned brands will be seen as meaningful to their audience. For example, the Dove soap brand successfully leverage off the fact that it’s products contain moisturiser and sun screen. The perception is that Dove provides additional benefits over its competitors. The perception is that the product will provide meaning by improving the consumers lifestyle.
Brand positioning is an ongoing process requiring consistent and ongoing marketing and advertising over a range of mediums, in particular digital, to ensure that your online image remains valid to your audience. If you become invisible over time through a lack of market place exposure or your overall branding image begins to lose its validity in the face of ever changing competition, your brand will lose its significance to what matters most, your customers.