Rather than grazing over broad subjects lightly, I would like to take a deep dive into subjects of marketing strategy that will help reflect a definition, history, evolution, current standing, and possible future for the topic.
I would like to start with brand positioning. Although this is a massive subject to cover with many different topics to discuss, we can try to look at it from many different perspectives to explore the subject. Defined by The Branding Journal, brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. From this definition we can gather a few things, brand positioning is largely related to the identity created and the perceived image held in their consumer’s mind. The perception consumers gain of your brand is arguably the most important piece here, you can tout your image time and time again, but you must understand how your messaging lands and stays with people. I believe this is also where authenticity comes in, everything that the brand does must be consistent with the company’s vision and the image they are working to create. People tend to have an eye for inconsistencies and if spotted, it may change the way your brand is perceived. This is why it is so incredibly crucial to deeply understand your target consumer. If you can have that deep knowledge of your brand and how it solves a specific problem for that consumer, fits into their lifestyle, and emulates their own personal identity then your product will be able to become a part of their own identity.
We all know that a person who wears the brand of clothing every day, will only buy certain brands from the grocery store or who you can’t picture without a brand somehow attached to them; this was done through successful brand positioning.
To summarize
- Brand positioning is tied into the identity created and the image held in the customer’s mind.
- It is crucial to understand your target market to ensure the image you are working to create resonates with that market.
- People buy products or services that reflect their own personal identity.
To learn more, visit https://www.thebrandingjournal.com/2016/11/brand-positioning-definition/.
