What is Brand Positioning? Explained In 100 Words.

If you’re a beginner marketer or founder, you’ve probably heard about the concept of brand positioning. If you’re eager to learn more about this topic, this new blog post aims to help people like you answer shorty the following question “What is Brand positioning”?

The concept of Brand Positioning comes from a book published in 1980 by Ries and Trout, Positioning: The Battle for Your Mind.  30 years have passed and the world is changed since then. The question is: Does this framework still valid for contemporary businesses? In a nutshell, the answer is: Yes, it is!

What is Brand Positioning?

Brand positioning is a conceptual place you want to own in the customer’s mind. It has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.

It is all about exploring, finding and conveying your distinctiveness to the audience.

What does it mean?

• Identify what your Value Proposition or Promise is. This has to be different from your competitors.
• Building a distinctive place, “owning” their niche market and advertising their products.
• Creating brand associations in customers’ minds to make them perceive the brand in a specific way differently from direct competitors.

Brand Positioning creates market differentiation and helps customers understand clearly and quickly what your offer is. We want to know easily who to trust and what to buy. In fact, we buy products consciously and subconsciously at an emotional level.

Also, a clear Brand Positioning is a cornerstone for any successful business and a fundamental element of a Marketing Mix.

Now, check out an example of Perceptual Map, a tool widely employed in the industry: in this case, a number of brands in the automotive industry were compared by car categories. Thanks to RockStarsBm for sharing online your work!

Perceptual Positioning Map (Example) – Source: RockStarsBm

Conclusions.

For any ambitious startup or company to be successful needs to define a clear branding strategy and a unique value proposition. In fact, Brand Positioning creates market differentiation. Also, a solid Marketing Mix and consistency are crucial to success in the niche market. If you have any questions on this topic, drop me an email! I will be very glad to help!