An essential part of brand development and the creation of Brand Awareness This is brand positioning, because it is intended to make the respective brand memorable in consumers' minds, establish a strong emotional bond with its target group accordingly and be distinguishable from other brands: Just think of the inclusion of the word “Google” in our vocabulary or the general use of “tempo” as a synonym for tissues in the DACH region. This is also reflected in the figures, because brands that are consistently presented report, according to a Study by marq an average increase in turnover 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 precisely defining the target group. Only those who know their potential customers in detail can develop effective marketing strategies. Use demographic, psychographic, and behavioral criteria to create a detailed profile of your target group.
Ask yourself the following questions:
Through targeted market analyses and surveys, you can collect valuable information about your target group and incorporate this into your brand strategy.
Analyzing the market situation is another important step in the brand positioning process. A comprehensive market analysis helps you understand the competitive situation, identify market opportunities and identify potential gaps in the market.
When analyzing the market, you should consider the following aspects:
A useful tool for visualizing the competitive landscape is the positioning cross. With the positioning cross, you can classify your brand in relation to competitors along specific dimensions (e.g. price vs quality or tradition vs innovation). This makes it easy to identify gaps in the market and make strategic decisions.
After you have defined your target group and analyzed the market situation, it is time to find your own, ideally unique position in the market. A clear positioning strategy is crucial in order to remain competitive 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 differentiating yourself from competitors. For Finnish automotive pioneer Volvo, for example, it was the introduction of the three-point safety 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 a few aspects you should consider when defining your brand positioning:
As a next step, you can use the positioning cross that has already been developed to claim a differentiated, unique position for your brand on the market using the identified aspects.
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 how to sustainably build your brand here.
Do you want to restructure your brand and need support? Uhura Digital already has a number of established brands such as lighting pioneer LEDVANCE at Realignment in the market supports. If you're looking for a creative agency partner, send us an email or simply give us a call.
