Positioning is the development of a proposal and brand image, which are aimed at forming or consolidating the brand’s competitive position in a particular market. The brand position must be clearly articulated and unwavering. The main goal of positioning is to differentiate against the background of competitors and strengthen its own position.
We asked Adina Brunetti, an expert in positioning, founder of several brands, and creator, to share her expertise.
Adina, what is the brand positioning concept?
Every business, even if it’s a small enterprise, needs a clear positioning strategy. This is reasonable both for the employees of the business (as they better comprehend what the brand’s mission is and how it would be best to link with the clients) and for the clients themselves (they know which brand is better than others and what benefits they will gain).
The narrower the brand’s niche in the market is, the more comfortable it is to plan a strategy. For example, equipment for the production of juices is very highly specialized, but it has a specific target audience. Most likely, the clients of such a business value quality but do not want to overpay for equipment. Therefore, equipment suppliers choose price positioning. Unlike equipment, almost everyone drinks bottled water. In this case, it is difficult to position the brand by a consumer, and the water is positioned by use or benefit: spring water for those who play sports or for those who want to become healthier. Positioning helps to emphasize brand identity.
So, where should we start positioning?
The first step in brand positioning is choosing the right strategy. The competitiveness of the brand and the presence of loyal consumers depend on that. We have identified the main strategies for brand positioning in the market. These strategies are suitable for both new companies and brands looking to enter a new market or take a larger share.
How to make your brand noticeable among the competitors?
The best way would be to consider competitive positioning. This positioning strategy is based on countering the brand to a competitor from which it is planned to win back market share. A brand can be perceived as being the opposite of a competitor or superior in quality. Competitive positioning takes into account the weaknesses of the leading enterprise and builds on the unmet desires of consumers.
Another way is to go with category positioning. When developing brand positioning in a specific category, the marketing campaign focuses on promoting the brand as a leader in a specific product category. This strategy is especially useful when creating a new market. Such positioning will be successful only if the company has either an innovative solution for the market, the product has unique properties, or there is a demand for a new approach to solving the problem.
Is there a specific positioning strategy for the markets of Florida?
In my opinion, prestige/luxury positioning is leading here. Unlike happiness, prestige can be easily bought – there are always people willing to pay for a special attitude towards themselves and the opportunity to be a VIP. But this positioning is suitable for companies that produce truly luxury or premium goods. This is not limited to jewelry and expensive cars and can extend to food and everyday goods. Prestige can be determined not only by a specific company but also by a whole category.
