Positioning is the process of creating and communicating a brand’s unique identity in the minds of consumers. Its goal is to build a positive, recognizable, and distinctive image that attracts the target audience.
Brand positioning is not only about advertising and promotion but also about shaping all aspects of a company’s activities to consistently reflect its values and mission.
When developing positioning, it’s helpful to follow the “puzzle theory,” which suggests that a brand comprises various elements that together form a coherent and strong image in consumers’ minds. Each element is like a puzzle piece that must fit perfectly with the others to make the brand understandable and appealing to the audience.
Before you start positioning…
Positioning preparation should begin with a thorough understanding of the brand and its market environment. How can this be done in practice?
- Conduct a brand audit
This is a detailed analysis of the brand’s past marketing and communication efforts, allowing for an assessment of its current market position and the effectiveness of previous strategies. - Perform market research
Understand the market structure, identify major players, and determine market dynamics. This helps in grasping current consumer needs, expectations, and market trends. - Map the competition
Analyze competing brands in detail. Identify their strengths, weaknesses, communication strategies, and positioning. This analysis reveals opportunities for the brand to stand out. - Analyze social and consumer trends
Observing evolving customer preferences and behaviors helps align the positioning strategy with current and future market expectations. - Understand the target audience
Dive deep into demographic, psychographic, and behavioral characteristics of consumers. Look for insights—deep, non-obvious needs and motivations—that enable the creation of an authentic and engaging message.
Taking a close look at the brand and the market forms the foundation for further action. What are the key components of brand positioning?
Brand positioning elements step-by-step
- Define your target audience
Identify your customers and understand their values. Is it a 30-year-old appreciating eco-friendly products? Or a retiree reminiscing about unprocessed food? Market segmentation and message personalization enhance effectiveness, helping you reach the right audience with the right message. - Establish your brand’s role
Every brand has its “why”—its reason for existence. It’s not just about selling products but conveying values, emotions, and passion. For example, Apple sells the idea of innovation and prestige, while Nike embodies the spirit of sports rivalry and victory. Discover your “why” to serve as the heart of your brand. - Analyze the competition
What sets your brand apart from hundreds of others? Perhaps you have a unique production process or offer products unavailable elsewhere. Identify your unique trait and highlight it. It will draw customers like a magnet. - Leverage insights
Dive into customers’ needs—not just the obvious ones, but also those they may not even realize. Open your mind and show you’re part of their world. - Extract the brand essence
The essence is the brand’s fundamental value that differentiates it from competitors. It’s often a single sentence or word that best captures who you are and what you offer. This essence builds an emotional connection with your clients. - Focus on rational benefits
What tangible, concrete values does your product or service provide? Rational benefits include functional attributes such as quality, durability, innovation, or efficiency. Show your clients why they should choose you based on logical and practical reasons. - Appeal to emotions
Emotions are the key to consumers’ minds. Your brand should create authentic and inspiring experiences. Through consistent communication, attractive visuals, and valuable content, you can evoke joy, trust, and loyalty. - Engage with the community
Your brand can drive positive social change. Promoting sustainability, equality, or supporting local initiatives builds trust and loyalty from customers who increasingly choose socially responsible brands. - Define your values
What’s most important to you? Brand values are the core beliefs and principles guiding your actions and communication. They reflect your commitments to consumers, employees, the community, and the environment. Clear values build trust and loyalty, showing that your brand is more than just a product. - Establish personality
What human traits would you assign to your brand? Personality is how the brand is perceived by consumers. It could be described as friendly, elegant, dynamic, or authoritative. By defining personality, your brand becomes more relatable and authentic, helping clients form an emotional bond. - Set the tone of voice
How does your brand communicate with the world? The brand’s tone of voice is its communication style and tone, which should be consistent and aligned with its personality and values. Are you formal and professional, or casual and friendly? Consistent tone builds recognition and credibility. - Consistency is key
Imagine changing your logo and slogan every week. Customers would feel like they’re on a roller coaster—and that’s not a compliment. Be consistent in your messaging, visual identity, and values. Consistency builds trust, and trust attracts loyal customers. - RTB (reason to believe)
Why should customers believe your promises? RTB comprises arguments supporting your claims. It builds trust and credibility, convincing consumers of the authenticity and value of your offering.
The Brand Puzzle model
Think of brand positioning as assembling a puzzle—each piece contributes to the overall picture of the brand. The Brand Puzzle model is an effective tool for understanding the various aspects of the brand positioning process, focusing on consumers, the brand itself, and its competition.
- Consumers:
- Target audience: Define and understand them deeply.
- Attitude, insight: Describe consumers’ attitudes, beliefs, and motivations.
- Brand:
- Benefits: Value the product offers—functional, emotional, and self-representational.
- Values: If the brand were a person, what values would it stand for?
- Essence: The key element of the brand’s long-term strategy.
- Personality: Characteristics the brand would have if it were a person.
- Support: Elements like product features, brand history, and communication that reinforce the brand’s essence.
- Competition:
- Category: Describe the “world” in which the brand operates.
- Competitive advantages: Define the brand’s existing or potential strengths within its field.
The Bullseye model
This model organizes what customers think about the brand and highlights what makes it unique. It gathers everything into a concise, focused framework.
- Core: The essence of the brand, summarized in a single, concise sentence.
- First ring: The brand’s values—its foundational pillars and main communication themes.
- Second ring: Justifications that strengthen the essence and values. For example, if the brand promises to be more eco-friendly than competitors, it should prove it here.
- Third ring: The brand’s personality and visual identity. It answers questions about the tone of voice and traits that make the brand unique.
Consumer insight: The foundation of brand positioning
At the center of this process lies consumer insight—a deep understanding of customers’ needs, desires, and motivations. Insights enable brands to create marketing strategies that precisely meet consumer expectations, building lasting relationships and loyalty.
Brand positioning and communication strategy
| Criterion | Brand positioning | Communication strategy |
| Definition | Creating a unique place for the brand in consumers’ minds. | A plan for communicating key brand information in alignment with its positioning. |
| Goal | Differentiating the brand from competitors. | Effectively delivering messages to the target audience. |
| Main roles | Shaping the brand’s image and values. | Choosing channels, content, and communication methods. |
| Components | Mission, vision, USP, brand identity. | Marketing content, media, key messages, tone of voice, touchpoints. |
| Timeframe | Long-term market position building. | Can be short- or long-term, depending on the campaign. |
Why choose an advertising agency?
Using an advertising agency is a strategic decision that can yield numerous benefits in brand positioning. Agencies bring together specialists from various fields, such as strategy, graphic design, copywriting, and programming, enabling a comprehensive approach to building a brand’s image. They offer experience and expertise to analyze the market and competition, define the target audience, and craft a brand’s USP effectively.
Professionals from agencies design cohesive and effective communication strategies tailored to the market’s specific needs and customer expectations. They also develop essential visual elements, such as logos, slogans, and marketing materials, reflecting the brand’s positioning. Collaborating with an agency minimizes the risk of mistakes, saves time, and ensures professional and effective brand positioning.
FAQ
What is the difference between brand positioning and branding?
Answer: Branding is the process of creating a brand’s unique identity, including visual elements, communication tone, and brand values. Brand positioning focuses on how the brand is perceived compared to competitors and how it stands out in the market.
What tools can help with brand positioning?
Answer: Tools for brand positioning include analytics platforms (e.g., Google Analytics), social media, advertising campaigns, content marketing, market research, and customer feedback.
How long does the brand positioning process take?
Answer: Brand positioning is an ongoing process that requires regular analysis and strategy adjustments. It can take several months to years to achieve stable and recognizable positioning.
Can small businesses effectively position their brands?
Answer: Yes, small businesses can effectively position their brands by focusing on niche markets, offering unique values, and building strong relationships with customers.
What are the most common mistakes in brand positioning?
Answer: Common mistakes include a lack of consistency in communication, ignoring customer feedback, poorly defined target audiences, focusing too much on competitors instead of the brand’s own value, and neglecting regular analysis and strategy adaptation.
