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Brand positioning: how to create an effective strategy
Brand positioning is an integral part of a successful business. It is a set of elements that together help consumers understand why they should use the services of your company. And in this case, it is important to form the right brand image in the minds of the target audience, to build a picture that will attract customers.
The main thing in this process is a clear demonstration of your position, which is broadcast through advertising, messages on social networks, and at official events. Understanding what message you want to carry through your brand, you develop a marketing strategy under it.
When positioning it, you need it to have the following characteristics:
- be clear and understandable to consumers;
- thought out to the smallest detail;
- based on research and analysis of the target audience, and its needs.
Brand positioning will make the company and its products stand out from the competition. Consumers will come to you for unique benefits and a special approach. It is important that all employees understand the common goal and follow it. Then the positioning will be carried out at all stages of work and will be traceable in every direction, whether working with customers or communicating with partners.
Marketing strategy must be created around a simple and concise message to the consumer, by which he will remember the company. Gradually, the brand name will be associated with it, such as that the firm offers quality products or only the best service.
And positioning goes beyond just one message, which is broadcast to the target audience through advertising. In this case, it is a comprehensive and systematic approach to creating the desired image of the company.
The positioning can emphasize different areas. For example, it can be price – the brand offers an ideal price-quality ratio compared to competitors. And it does not have to be low, it is important to show consumers that the product corresponds to the declared value. In addition, a low price does not always attract customers, and in this case, it is important to convey to consumers that it is achieved by eliminating intermediaries and not by the poor quality of goods.
Positioning can be based on the fact that the company’s products are innovative, and created by unique technology. In addition, the emphasis is placed on the audience – the product perfectly solves the problems of a certain category of people and is created especially for them.
There are many options for positioning, in this case, for the process to be beneficial, it is important to follow the chosen strategy. It should be understood that we are talking about the long term, but this approach is sure to be effective. The main thing is to clearly define the goals and understand what you want to get in the end.