What Are The Benefits Of Brand Positioning?
In a previous post, we talked about brand positioning, a concept used in Marketing that refers to the association between the brand and an attribute in the consumer’s mind. But what are the benefits of brand positioning? Is it really necessary to draw up a positioning strategy to achieve success?
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Benefits Of Brand Positioning
A positioning strategy makes it possible to communicate the value proposition and competitive advantages of a brand, a fact that translates into a series of benefits:
Differentiate Yourself From The Competition
An effective brand positioning strategy allows defining those unique elements that differentiate a brand from other competitors in the market. To achieve this differentiation, brands must choose a brand positioning strategy focused on their competitive advantage or value proposition. In this way, they will ensure that their products and services are present in the minds of consumers, thus becoming the first purchase option.
Guide Customers’ Purchasing Decisions
Thanks to the brand positioning strategy, we can impact and transmit messages to customers much more effectively, managing to generate reliability. If we can occupy a place in their minds, we can get their loyalty since customers will know the brand and not feel the need to look for others.
Define The Value Of The Product or Service Offered
A positioning strategy allows identifying what aspects or attributes make the product or service unique and different from competitors. In other words, it helps customers realize why they should buy your brand and not a competitor’s.
Check The Fixed Price
With a good brand positioning strategy, the added value for customers is defined, that is, that benefit for which they are expected to pay the fixed price. If brands could not define such added value, customers would not be willing to pay the price.
On the contrary, brands with a strong positioning can raise the prices of their products and services to obtain higher margins. If this were the case, users would be willing to pay more, considering that the price is appropriate to the product’s characteristics and the benefit it offers.
Reach More People
Once the positioning strategy has been defined, it is already clear what message must be transmitted to the public. For this, the different communication channels of the brand can be used, reinforcing them through Marketing strategies. In this way, a greater range will be achieved.
Gain Credibility For New Products
Brands that stand out from competitors have an easier time making changes to their products or introducing new ones because customers trust them and the credibility of their actions.
Key Factors In Building Brand Positioning
To carry out a branding strategy effectively, we must take into account three key factors:
1. Discover The Needs Of The Consumer
To achieve the desired positioning within a market segment, we have to know what its consumers want. Although we can use traditional practices (surveys, interviews or focus groups), it is advisable to use more practical methods, such as interactive content, which stimulate user participation. In this way, we will improve the user experience and obtain key information about the buyer persona that will allow us to optimize business processes.
2. Analyze The Competitors
We must develop a rigorous audit of competitors in the digital environment to discover what actions they carry out and the perception of users of their brands. Thanks to this analysis, we will know which actions are favorable for the company and not appropriate due to their negative perception. Likewise, it will allow us to identify elements that help us to differentiate ourselves and fill gaps. To do this, we must find our competitive advantage or differential value proposition.
3. Connect With Values And Perceptions
To promote brand positioning, it is necessary to adjust the value proposition to reality. It is not enough to spread concepts of quality or price to place a brand at the top; It is also important to connect with consumers’ values, perceptions, and thoughts. In this sense, we must find a value proposition that motivates consumers and provides them with a relevant benefit.
In addition, it is essential to find a real connection so that the positioning is prolonged, avoiding the paradigm of selling at all costs. The goal should be to strengthen relationships with consumers to occupy a permanent place in their minds. To do this, we must promote strategies that humanize the brand, giving it a real identity and personality.
In conclusion, a well-positioned brand differs from the rest, is recognizable, authentic and provides added value, so it avoids imitation at all costs. Also, it would help if you had a unique tone of voice that allows you to build an essence that gets the public’s preference.