Brand positioning: analysis and strategy development

This is a part of branding that defines the place of a product or company in the minds of consumers, in the market, distinguishes a trademark from competitors and creates its unique image.

Brand positioning goals

• Become a pillar for the company in building a strong brand.

• To attract an audience and strengthen loyalty to the brand.

• Increase sales.

• Enhance brand recognition and memorability.

• To help in adapting to market changes.

Stages of the brand positioning strategy

For presentation to the client, all information is compiled into a document that includes a detailed description of the aspects of the trademark. Let's take a closer look at each stage of development.

Brand positioning map

This is a perception map, a visualization tool that shows the audience's attitude to the brand. It is a diagram where the axes representing the characteristics (for example, price and quality) are located. The axes divide the space into 4 sectors where the competitors are located. To identify the exact location, strategists study the target audience, market position, and conduct a SWOT analysis.

Insight into the core of the target audience

An insight is a description of the audience's needs related to lifestyle, values, fears, and desires. It helps the brand to better understand its target audience and create more personalized and effective marketing approaches.

Idea and development

Based on the insight, an idea is born that translates the ideal position of the brand, taking into account the mission, values, and goals. Striving for excellence creates a dynamic, relevant brand image.

According to the type of orientation of the idea, positioning is divided into:

• value-based, affecting deep layers of consciousness: caring, awareness, altruism;

• competitive, based on the weaknesses of market leaders and covering the needs of the target audience;

• categorical, striving to bring the TM to the leaders of the category;

• consumer-oriented, focusing on the needs of a certain group of people;

• Price is for consumers who choose products based on cost.

The choice depends on market research, consumers, competitors, and analysis of the brand's current positioning. 

The concept of communication and moodbord

At this stage, a picture of the associative perception of TM by the audience is formed. Mudboards are collected that tell about mood, character, and values. Variants of verbal messages are being developed, which will later become a guideline for creating and using a communication strategy.

Brand positioning tools

How to convey positioning to the audience? Here is a list of branding tools that will be needed to ensure that the consumer perceives the brand according to the idea.

• USP. A unique sales offer distinguishes the brand from its competitors. It can be product quality, service, price, or something else.

• Verbal and visual identity. Name, corporate identity, logo, slogan, messages.

• Marketing communication. Advertising, PR, social media, and other communication channels will help you communicate with your target audience in the same language.

It is important to remember that broadcasting brand positioning in the market is an ongoing process that requires attention to detail and analysis of the results. But if everything is done according to the rules, the brand will start working for you by itself, attracting customers, increasing sales.

Developing a brand positioning strategy from Fabula Branding

We specialize in complex work, a holistic approach to the brand. And we offer our clients:

• conducting a full market research and analysis before starting work;

• 4+ bright, working concepts to choose from;

• Unlocking the true potential of a brand that goes beyond marketing;

• continuing work on the next stages of brand creation: identity and communication.