5 Examples of Brand Positioning
To attract more customers to your business, you need to show them what sets your company apart from the competition. With so many companies vying for consumers’ attention, finding a way to stand out from the crowd is no easy task. That’s why it’s crucial to determine what makes your company exceptional at what it does. Ideally, you should identify several key features or characteristics of your brand that make it truly unique.
This is where brand positioning comes in. Strategically positioning your brand can help you capture the interest of prospective buyers and expand your customer base. When executed correctly, this powerful marketing tactic gives you the tools you need to strengthen your brand overall. Here’s everything you need to know about brand positioning, including 5 successful examples.
What Is Brand Positioning?
As an entrepreneur or marketer, you’re well aware that your business isn’t its island. Countless other businesses attempt to cut through the noise and get customers to flock to their products or services. That’s why every successful business needs to practice brand positioning. But what exactly does this marketing tactic entail?
Brand positioning is the act of optimizing your brand to fill a meaningful role in your target market. Essentially, this means you need to find a compelling way to differentiate yourself from other brands in your industry.
For example, if you sell skincare products, ask yourself what makes your brand distinct from other skincare brands. Do your products offer unique anti-aging benefits? Are they suitable for a specific skin type? Your answers to these questions will help you position your brand effectively.
Why Is it Important?
Brand positioning is essential to your company’s success for several reasons. One of the main benefits of brand positioning is boosting visibility for your products or services. When you show your target audience what makes your brand stand out, you help spark curiosity among your customers. This makes them more likely to take an interest in your products or services.
Positioning your brand also helps convert potential customers into loyal customers. The most effective way to establish brand loyalty is to exceed buyers’ expectations consistently. When you position your brand to go above and beyond what consumers expect from your target market, your customers will be more likely to continue buying your products or services.
Another essential advantage of brand positioning is more significant brand equity. Brand equity, which is defined as the value customers attribute to your brand, directly influences how likely they’ll invest in your products. Effective brand positioning helps you increase the value of your products or services in the eyes of your customers, helping to boost revenue in the long run.
Examples of Brand Positioning
To better understand how to execute brand positioning, it’s helpful to look at past examples of success. Here are 5 of the best examples of brand positioning that you can learn from.
Tesla has dramatically set itself apart from the competition with its sleek, eco-friendly vehicles. While Tesla isn’t the only car manufacturer to produce electric cars, it distinguishes itself by giving its cars a luxurious, high-end appearance. In addition, Tesla cars are known to have a more extended range than standard electric vehicles.
Customers also enjoy the fun, innovative features included in a standard Tesla, such as “Ludicrous Mode” and a wide selection of built-in games. You usually wouldn’t expect to find these features in a car, which is precisely why Tesla has seen massive success since it released the first Tesla model.
Apple is one of the most successful brands globally, and it has effective brand positioning to thank for its achievements. Before Apple, phones, and laptops were clunky, simplistic devices that didn’t accomplish much. With the invention of the iPhone, iPad, MacBook, and other top products, Apple proved itself to be a trailblazer in the world of technology. From their innovative designs to their innovative features, there’s no denying that Apple products are unlike any others.
Apple has also succeeded in defining its target audience. iPhone and MacBook users are creative, innovative, and imaginative, just like the products themselves. You can’t go anywhere without seeing someone holding an Apple device shows how the company has left an indelible mark on the technology industry.
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3. Dollar Shave Club
This brand’s main selling point is in its name. Customers know right away that they’re about to score a great deal when they try Dollar Shave Club’s products. Because every customer values convenience and affordability, DSC immediately has a leg up on the competition by claiming to be an inexpensive alternative to other personal grooming products.
Fans of DSC also appreciate the brand’s minimalism and relatability. Unlike other popular personal hygiene brands, such as Gillette, Dollar Shave Club has a pared-down image and features everyday people in its advertisements rather than buff models. This brand positioning helps depict DSC as a down-to-earth company that customers can identify with.
Nike has established itself as a leader in athletic apparel and gear. The iconic Nike swoosh is one of the most instantly recognizable logos around today, and the sleek design has become associated with high performance and athletic prowess. The brand is also widely known for its simple yet powerful tagline: “Just Do It.” The catchy saying encourages customers to achieve their goals through meaningful, decisive action.
When people buy Nike products, they are doing so out of a desire to be motivated and inspired to perform better. Nike has therefore set itself apart as a brand that speaks to each customer and encourages them to strive toward athletic success.
Every entrepreneur knows how important it is to have a compelling website. However, many lack the tools to create a site that effectively captures users’ attention. HubSpot is well aware of this dilemma, which is why they aim to help businesses create engaging content that drives website traffic. HubSpot goes the extra mile by centering its brand on ease of use and convenience. It’s difficult to ignore how intuitive its interface is, which helps increase its appeal to users.
While many other brands offer the same services as HubSpot, customers still flock to HubSpot thanks to its customer-focused approach. The success of this brand lies in the fact that it puts customers first and caters to their individual needs.
Help Your Business Stand Out From the Crowd With Effective Brand Positioning
In each of the five examples above, you can see how every business took a customer-focused approach when building its brand. They accomplished this by figuring out what made their business stand out and leveraging that to attract more buyers.
When using brand positioning to grow your own business, be sure to ask yourself what sets your company apart from the rest of the competition. Your answer to this question will help give you a strong starting point. Once you have a better understanding of your brand’s most vital qualities, you can build on them and give your customers a good reason to invest in your products or services.
With 24 years of creative experience in leadership, planning, and executing performance-based branding and web design strategies, Propr and I help small and medium-sized companies and organizations grow revenue, attract new customers, manage and scale their brands, and improve marketing performance.
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