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In This Episode…

In the ever-growing world of business, some brands stand out with their remarkable success and rapid growth.

Think about companies like Slack, Mailchimp, Airbnb, and Monzo. Have you ever wondered what sets these brands apart?

It all comes down to their amazing brand positioning. We’ll explore how you can assess your brand’s existing positioning or build a strong one from scratch.

Understanding Positioning

Positioning is the foundation of your brand’s identity. It establishes the rules you live by and sets you apart from competitors.

Let’s take two vegan shoe brands on Instagram as an example. Will’s Vegan Store targets a more affluent audience, showcases idyllic images of people enjoying nature, uses neutral tones and prices their boots accordingly.

On the other hand, KOI Footwear appeals to a younger, trend-conscious demographic with bright colours, urban fashion and more affordable boots.

Both brands sell vegan shoes, but their unique positioning helps them attract different customer segments.

To establish effective brand positioning, you need to consider your place amongst competitors, where you and your messaging fit, customer pain points, and positioning in action.

Analysing Competitor Positioning

To stand out, you must first understand what your competitors are doing.

Analyse their websites, social media presence and advertisements. Identify their strengths and weaknesses.

By doing so, you may discover opportunities to improve your own brand’s website design, gain audience clarity or address any negative comments your competitors receive.

Consider why customers might choose them over you based on their positioning. Also, evaluate why potential customers might be deterred by your competitors’ positioning. By studying your competitors, you can learn valuable lessons and apply them to your own brand.

Understand Your Customers

Examine your existing and ideal customers. Focus on their pain points, objections, demographics and buying behaviour. Utilise surveys, market research, social media insights, customer emails, reviews and live chat responses to gain a comprehensive understanding of your target audience.

Additionally, pay attention to what customers dislike about your competitors. This information will help you pinpoint pain points and tailor your brand’s positioning to solve these issues.

Authenticity is key.

Highlight the aspects that differentiate you from your competitors and address your customers’ needs effectively.

Defining Your Positioning and Implementing It

Based on your analysis of competitors and customers, it’s time to define your brand’s positioning.

Condense it into a few words that encapsulate what you stand for, such as personalised service, trustworthiness, or ease of purchase.

Let’s compare two life insurance brands to illustrate this point.

Dead Happy positions itself as a rebellious alternative, using language like “make a deathwish” and emphasising ease and affordability.

Polly life insurance positions itself as the go-to brand for moms, using emotional language and stressing affordability.

Once you’ve defined your positioning, ensure it’s consistently reflected across your website and all marketing touchpoints.

Positioning in Action

Your brand’s positioning should be seamlessly integrated throughout your marketing efforts and wider business operations.

Consider the customer journey and identify how each aspect of your positioning connects with customers at different stages.

For example, if ease is part of your positioning, make information easily accessible at the top of the funnel, provide detailed product descriptions in the middle and ensure a simple checkout process at the bottom.

Monzo, a disruptive banking app, demonstrates effective positioning throughout the funnel by sharing relatable content on social media, highlighting the ease of banking with them and emphasising a fast and modern experience.

Mastering brand positioning is crucial in a competitive market. By understanding competitors, analysing customer pain points, defining your own positioning and implementing it consistently, you can create a unique brand that resonates with your target audience.

Authenticity is key, ensuring alignment between your positioning and the actual brand experience. Consistency across all touchpoints is vital for effective communication. With a strong positioning strategy, you can drive customer loyalty and achieve sustainable growth in today’s marketplace.

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