Brand positioning relates to the place a brand occupies in the minds of consumers, especially in relation to other brands. In this way, it is somewhat similar to brand perception. One of the most important aspects of brand positioning is differentiating the brand in the minds of consumers so it is positioned at the forefront, apart from other brands and a valuable, viable, and preferred choice for the customer.
Brand positioning is a strategic process of marketing and branding. It takes significant effort and resources to ensure a brand gains favorable positioning in the marketplace of the minds. The type of brand positioning a company wants to achieve will necessarily impact all of their product and marketing efforts.
Brand positioning statement
The process of positioning a brand often begins with defining the brand positioning statement. This is a short, clear paragraph that sets out the brand’s unique value proposition, describes what it offers to customers, and how it is differentiated from competitors. Rather than being publicized, the brand positioning statement is often for internal use only to help all employees, colleagues, and partners get aligned.
Brand positioning map
The brand positioning map is another critical tool for brand positioning. A brand positioning map is an illustrative quadrant chart that displays the brand and competing brands in relation to one another across different variables, such as price, quality, audience, or even personality traits, such as eco-friendliness vs convenience. By plotting brand positions on the map, companies can gain a visual understanding of where they currently fit, how to maximize their position via their marketing activities, or whether there is a need to consider brand repositioning or to adjust or alter their positioning.