Brand Positioning: Creating a Brand Image

• Introduction
• What is Brand Positioning?
• Types of Brand Positioning Strategies
  1. Customer Service Based Positioning Strategy
  2. Convienience Based Positioning Strategy
  3. Price Based Positioning Strategy
  4. Quality Based Positioning Strategy
• Importance of Brand Positioning
• Pros of Brand Positioning
• Conclusion

There are several brands that sell the same product, for example, Colgate, Pepsodent, Closeup, etc all these brands sell toothpaste. For a brand to stand out, brands must create a good experience for its customers. Therefore, brands must position themselves in the market as valuable and trustworthy.  When customers think that a brand is trustworthy, then they will buy more from your brand and turn into loyal customers. 

When we think about toothpaste, the first thing that comes to our mind is Colgate, this is because the brand has positioned itself in the market in a way that people prefer buying Colgate to buying Patanjali.  We have used many brands for years and we continue to use them. For example, brands like Colgate, Tata Products, etc. We have established trust with these brands. 

An effective branding strategy can be created to position your brand in the market.

What is Brand Positioning?

Brand positioning means positioning your brand in the mind of the consumers. It is what comes to mind first when you think of a product or service, for example, if you’re talking about soap, lifebuoy may come to your mind. 

Therefore, this is known as Brand Positioning.

When a consumer thinks that a brand holds value and is favorable and credible then effective brand positioning has taken place. To position yourself in the market, it’s vital to identify the similarities and differences in your products and services. 

Brands can position themselves in many different ways in the marketplace.

Types of Brand Positioning Strategies:

1) Customer Service Positioning Strategy:

 We know many brands and we buy their products just because of their amazing customer service. Brands that have customer service as their unique selling point can attract customers very easily. A brand can earn more revenue if they have a friendly staff.

2)  Convenience Based-Positioning Strategy:

There are many brands that offer the same products. There are many people that may prefer the same product from a different brand because the product makes their life more convenient or adds some value to their life. It can be because it’s easier to use, features, a wide range of variety, etc. 

3) Price Based-Positioning Strategy:

Brands use the price-based- positioning strategy to position themselves in the minds of consumers as an affordable brand.

4) Quality Based-Positioning Strategy:

Brands use this strategy to tell their target audience about the premium quality of their products. Brands can communicate about their quality by showing testimonials and talking about the materials that is required to create it. 

These are a few types of positioning strategies but you can position yourself in the market the way you want – the way you want your customers to think about you.

Importance of Brand Positioning:

• It allows you to differentiate your brand from your competitors. 

• It tells your target audience what you do and how are you different from your competitors.

• Brand Positioning helps businesses to increase brand awareness and justify the price strategy of the company.

• It’s essential for businesses to have a brand positioning strategy in place to achieve success.

• Successful branding benefits businesses as it increases customer loyalty and a good reputation in the market. 

Pros of Brand Positioning:

People think of your brand when they want to buy products. 

The target market has a clear understanding of what you sell. 

It also helps you to build a connection with your target market.

In conclusion, Brand Positioning helps you set your business apart from competitors. It should be communicated clearly to the target market. When Brand Positioning is done effectively it will help you to raise brand awareness and increase sales. Therefore, Brand Positioning is essential to achieve success.