Positioning a Brand depends upon how it has been segmented and what all criteria have been used to segment it. A brand needs to identify the place that is still holding an opportunity for products like theirs to boom. This will help the brand take up the market in that particular segment.
Companies need positioning because customers have choices—and if you don’t stand out, you lose. Positioning is what differentiates a brand in the customer’s mind. To win the positioning game answer this simple question: What makes you the “only” one to consider over others in a particular segment?
Positioning helps a brand make people aware about the product they are launching and make a place in the minds of the customers.
Positioning means how the brand wants the customer to perceive the brand and its products. Positioning is done basically on 5 main points that are –
1. on the basis of product
2. on the basis of classification of quality
3. on the basis of competitors in the market
4. on the basis of price
5. on the basis of use and application.
These points determine how the brand will be seen by the customers. Ex- one plus positioned itself as a premium executive phone brand and took over the segment that had a vacant spot with possibilities to grow. It today has positioned itself in a way that people see it as a premium segment phone that executives use.
Correct positioning is important to help the brand grow and if it is not working, a repositioning is required which will be possible after studying the market and deciding what the brand wants the customers to see it as.
This isn’t the only way to find a powerful position in the market, but no matter how you get there, if you can’t say why your brand is both different and compelling in a few words, don’t fix your statement, fix your company.
MADnext is a branding agency, helping brands to grow on different platforms to define their brand positioning creative and specific according to the client’s idea and necessity.
Hemlata Mishra is a seasoned Brand Consultant, Brand Strategist, and Brand Planner with a passion for bringing out-of-the-box ideas to life. As the Founder of MADnext, a Branding and Communication Agency, she is dedicated to empowering small and medium-sized enterprises in Tier 2 and Tier 3 cities with the right marketing strategies to reach their target audiences effectively.
