Brand positioning is an essential part of brand development and the creation of brand awareness, as it should ensure that the respective brand is memorable in the minds of consumers and that it builds up a strong emotional bond with its target group and can be differentiated from other brands: Take the adoption of 'googling' in our vocabulary or the DACH region's universal use of 'Tempo' as a synonym for tissues. This is also reflected in the numbers: according to a study by marq, brands that are consistently presented record an average increase in sales of 10 to 20 percent.
In this blog article, we explain how to define your target group, analyze the market situation and what questions you need to ask yourself in order to determine your unique position in the market.
The first step in brand positioning is the precise definition of the target group. Only those who know their potential customers precisely can develop effective marketing strategies. Use demographic, psychographic and behavioral criteria to create a detailed profile of your target group.
Through targeted market analyses and surveys, you can gather valuable information about your target group and incorporate this into your brand strategy.
Analyzing the market situation is another key step in the brand positioning process. A comprehensive market analysis helps you to understand the competitive situation, identify market opportunities and recognize potential gaps in the market.
You should consider the following aspects when analyzing the market:
A useful tool for visualizing the competitive landscape is the positioning cross. With the positioning cross, you can classify your brand in comparison to the competition along certain dimensions (e.g. price vs quality or tradition vs innovation). This makes it easy to identify gaps in the market and make strategic decisions.
Once you have defined your target group and analyzed the market situation, the next step is to find your own, ideally unique, position in the market. A clear positioning strategy is crucial in order to hold your own against the competition in the long term.
Finding the right niche for your own brand is often a challenge, but is often derived from your own offering, innovative spirit and differentiation from competitors. For the Finnish automotive pioneer Volvo, for example, it was the introduction of the three-point seat belt in 1959: Nils Bohlin, a Volvo engineer, developed this system, which was later adopted by other manufacturers and is still considered one of the most important safety innovations today and which had a decisive positive influence on the brand image.
Similarly, there are some aspects you should consider when defining your brand positioning:
As a next step you can jump back to the already developed positioning cross and use your results to visualize your brand amongst your competitors and claim that differentiated, unique position for your brand in the market.
With a clear and unique brand positioning, you create the basis for a strong brand identity and a successful future in your market segment. This requires a careful definition of the target group, a thorough analysis of the market situation and the development of a clear, unique position in the market. You can find more information on the sustainable development of your brand here.
Do you want to reposition your brand and need support? Uhura Digital has already helped a number of established brands such as lighting pioneer LEDVANCE to reposition themselves in the market. If you are looking for a creative agency partner, send us an e-mail or simply give us a call.
