What is brand positioning? How to build a positioning strategy

In today's competitive business world, building a brand is not just a trend but a survival factor. It is how a business shows its values and message clearly and leaves a deep impression on customers. Among all that effort, brand positioning is the core foundation that decides lasting success. So what brand positioning is and how to build a standout brand that wins customers' hearts? Find out with MONA Media read on to find out!

What is brand positioning?

Brand positioning is the process of creating a distinct mark so customers remember you and you become “top of mind”. “Positioning” here means finding your place, to establish how you differ from competitors.

So brand positioning isn't complicated or hard to grasp: it is building the brand image and creating an advantage that sets you apart from other brands. It takes careful research and many different activities to create influence.

Why brand positioning matters for businesses

The first step in building a brand strategy is to define your position in customers' minds. So what does a brand positioning strategy actually mean for businesses today?

Brand positioning is tied to the growth of every business and organization. For a newly founded company or a startup, brand positioning helps managers see the big picture of the organization, the market and competitors. They can then identify their special advantages and plan a suitable growth strategy.

Once a business starts to build its own “mark” and special ways of reaching customers, good brand positioning increases customers' trust in its products. This directly affects product sales and company revenue.

Above all, a positioning strategy should follow the company's growth and expansion plans. That way the business can keep communication and promotion costs down. Positioning is therefore essential for raising brand recognition and speeding up the company's growth.

To build an impressive brand image that attracts potential customers, investing in imagery is essential. That's why MONA Media offers quality filming and photography services to lift your brand and product image, such as: Product photography, personal profile photography hay company profile photography,… CONTACT US Contact MONA through HOTLINE 1900 636 648 for detailed advice and a quote!

Top 3 popular brand positioning strategies today

Brand positioning is effective and lasting only when it follows a clear plan. So what do businesses usually base their positioning on? Here are 3 popular brand positioning strategies today:

Based on product quality

Over 4P Marketing, the product is a vitally important element. It is the whole connection between a business and its customers. Put simply, customers come to a business to find a solution through the products it provides.

That makes product-based positioning a safe and durable approach. It works by continually improving quality to leave a better impression on customers.

Positioning based on brand differentiation

Brand differentiation is the special point or advantage that sets you apart from competitors. It can be something the business does better than rivals, or something competitors find hard to copy.

The strength of this strategy is that it delivers a better experience for customers. Aiming for a better experience of using products and services is the right direction. It makes customers feel cared for and puts their feelings first.

By connecting with customers' emotions

Positioning on emotional connection means building the shopping experience. Here a business needs to follow the customer's buying journey closely to create better chances to reach them and better touchpoints.

Notably, some organizations do this well enough to create their own shopping process that differs from others in the market. Customers then feel the brand's attention and care, and are more easily satisfied with the product, the business and everything else about it.

For instance, Thế Giới Di Động is a typical example of positioning on customers' emotions. Rather than focusing only on price or products, it built a whole shopping journey so customers feel cared for, understood and valued.

Thế Giới Di Động sells not just products but also satisfaction, peace of mind and the feeling of being looked after. This has given it a distinct character few rivals can match, turning every purchase into a memorable experience and winning a large base of loyal customers.

Once a business has settled on its brand positioning strategy, the next inevitable step is to build a professional brand identity. The positioning strategy answers how the brand wants to appear in customers' minds, while the brand identity makes it real through imagery, colors, logo, fonts, communication materials and more.

Don't worry, because MONA Media has brought a brand identity design professional solution that helps businesses establish their position and make a distinct mark in the market.

Specifically, MONA's brand identity design service includes:

• Brand logo design that fits your line of business
• An exclusive Brand Guidelines set
• Design of sales materials including: Brochure design service, product packaging design,…
• Design of marketing materials such as the advertising banner design, poster design services, flyers, signage…
• Advice on communication strategy and a marketing plan to reach customers

And there are many more benefits if you choose MONA to build a creative, consistent brand identity that shows your business's own character. Call now at HOTLINE 1900 636 648 or get direct advice right below!

5 steps to effective brand positioning you shouldn't miss

Brand positioning is an effective strategy for sustainable business growth. So how does the positioning process go? Here are the 5 steps for creating a distinctive advantage for your brand.

Competitor analysis

You've probably heard the saying: “Know yourself, know your enemy / and you'll win a hundred battles.” It stresses the importance of understanding your competitors. Every decision and direction a competitor takes affects your own strategic decisions.

At this stage, a business should:

• Identify the brand's strengths: What the business does well.
• Identify the brand's weaknesses: What the business can't do yet, or does but not effectively.
• Identify opportunities which are factors from the environment that benefit the organization or business.
• Identify challenges, the threats to the business from competitors, market changes and so on.

At this step, the more factors managers collect and analyze, the easier it is to plan an effective positioning strategy.

Analyze your target customers

Analyzing target customers is a core step you can't skip. It isn't just about identifying who your product or service is aimed at; it is a process of digging in to build the clearest possible picture of the people who will use your product.

The ultimate aim of building a customer persona is to deeply understand their wants, needs, tastes, habits and ability to pay. When you know your customers like the back of your hand, brand positioning becomes more accurate and effective than ever.

Choose the positioning approach that fits your business

The positioning approach is your positioning strategy. Based on the analysis of your business, competitors and customers, managers decide which approach fits. It could be positioning on product quality, on brand differentiation, or on connection with customers.

Place your brand on a brand positioning map

A brand positioning map is a chart with 2 axes (horizontal and vertical). The chart should state the brand's attributes clearly. Based on the analysis from the previous steps, you place your brand in the right position. The brands of your competitors also need to be placed as accurately as possible.

Check how effective it is

This is an evaluation and measurement activity, usually carried out in stages. Managers gather information to consolidate and determine the results. It gives an accurate view of the effort made, so they can adjust accordingly.

We hope this overview from MONA Media has helped you understand what brand positioning ishelps you see that positioning is an important part of research and strategy. Through it, a business identifies its competitive advantage and forms its brand map, then builds a better image and trust in customers' minds.