• by Brian Bekins , July 10, 2024

Strategic brand positioning serves as a cornerstone for enduring success. Successful companies owe their prominence to a robust brand positioning strategy that goes beyond being different from the competition to being perceived as favorable, valuable, and credible in the minds of customers and prospects.

At the core of strategic positioning lies a unique, compelling value proposition. Analyzing competitors is crucial in this phase -- not only for differentiation, but to identify untapped opportunities and where your brand can shine. Where are your competitors weakest? Where are you strongest? Somewhere in the answers to those questions lies a way to stand out.

From visuals to messaging, every touchpoint should reinforce your brand's unique position. Success is defined by the resonance and connection created with the audience. But how does an organization measure resonance and connection?

A few steps to get started:

1. Define KPIs that align with your company’s goals, such as increased awareness, improved market share, or enhanced customer loyalty.
2. Regularly test messaging across various channels to gauge its impact, solicit feedback, and adapt your strategy based on audience reactions. Crafting a compelling positioning statement is vital; ensuring resonance with your audience is equally crucial.
3. Integrate message testing alongside traditional KPIs. Beyond numerical targets, consider qualitative factors such as brand perception and emotional resonance. Establish a structured feedback collection process to iteratively refine your positioning statement.

By combining quantitative metrics with qualitative insights, you can navigate the dynamic market landscape and solidify your brand as a memorable and influential force in your industry.

Understanding the different brand positioning strategies can help tailor an approach that highlights your company's competitive advantage and address your competition's shortcomings:

• Customer service strategy: highlights exceptional service, emphasizing friendliness, competency, and efficiency.
• Convenience strategy: focuses on making products or services more user-friendly or accessible.
• Price strategy: positions as the most affordable option to build a large customer base.
• Quality strategy: emphasizes superior craftsmanship or sustainable practices, targeting consumers willing to pay a premium.
• Differentiation strategy: relies on uniqueness or innovation, attracting consumers valuing groundbreaking products or services.

The following checklist can serve as a step-by-step guide for strategizing brand positioning:

1. Determine current brand positioning: Assess how your brand is currently perceived.
2. Create brand essence chart: Develop a visual summary of key brand elements.
3. Identify and research competitors: Analyze competitors to find differentiation opportunities.
4. Identify unique value proposition: Define what sets your brand apart.
5. Build brand positioning matrix: Develop a structured strategy outline.
6. Create positioning statement: Craft a concise statement highlighting your unique value.
7. Establish emotional connection: Connect with audiences on a personal level.
8. Reinforce brand qualities in sales: Emphasize unique qualities consistently in sales.
9. Create value: Deliver products or services that exceed expectations.
10. Ensure employees embody brand: Train staff to reflect brand values consistently.

By following these steps, organizations can be strategic about their brand positioning and create a lasting market position that will weather a variety of economic conditions and business landscapes.