Having a strong brand should be a priority for all companies because it will consolidate them as a serious and successful brand that consumers can identify with. In addition, you have a greater chance of standing out from the competition.
Remember that thanks to good positioning, your company can see an average increase in income of up to 30% and many other benefits that you can only witness if you implement the best digital positioning strategies.
If you want to know what we are talking about, this article is for you.
Contents hide
1 What is brand positioning?
2 Why is brand positioning important?
3 What should you consider when developing your positioning strategy?
4 How to develop your brand positioning?
4.1 Conduct an in-depth analysis
4.1.1 Analyze your target audience
4.1.2 Study the current situation
4.1.3 Analyze your competitors
4.1.4 Identify your competitive advantages
4.1.5 Define your value strategy
4.2 Choosing a type of brand positioning
4.2.1 Attribute-based positioning
4.2.2 Positioning based on competition
4.2.3 Positioning by use
4.2.4 Lifestyle positioning
4.2.5 Other type of positioning
4.3 Choosing a positioning phrase
4.4 Reflect positioning in all your actions
5 best digital positioning strategies
5.1 SEO positioning
5.1.1 How to achieve it?
5.2 SEM positioning
5.2.1 How to achieve it?
5.3 Positioning on social networks
5.3.1 How to achieve it?
5.4 Content marketing
5.4.1 How to achieve it?
5.5 Positioning with Email Marketing
5.5.1 How to achieve it?
6 What mistakes should you avoid when trying to position yourself?
6.1 Under positioning
6.2 About positioning
6.3 Dubious positioning
6.4 Confusing positioning
6.5 Positioning for lower price
What is brand positioning?
Brand positioning indicates how a brand differentiates itself from the competition and where it stands in the minds of consumers.
Thus, if you are looking to position your brand, you must focus on how to create the association of your brand in the minds of your potential clients so that they perceive your brand in a specific way.
Why is brand positioning important?
Positioning your brand is important because it goes hand in hand with consumer loyalty and their own willingness to purchase your brand's products or services.
Consumers will remember your brand as different and it will gain credibility because remember that a well-positioned brand has to have a good reputation to get there.
In this way, a brand that does not have good customer service and does not take into account their opinions will hardly achieve good positioning.
Favorable positioning can be measured in relation to the consumer, that is, if their way of perceiving your brand is the same as what you hoped to convey.
What to consider when developing your positioning strategy?
To develop your positioning strategy you must answer two basic questions:
How can I let my potential clients know that I am the best option?
How do I get people to see my product or service?
How to develop your brand positioning?
Conduct an in-depth analysis
As a first step, you need to do an in-depth analysis to understand your consumers, your own brand and your competition. This way, you will be able to really understand how you want to position your brand.
Team conducting a competitor analysis
Analyze your target audience
Analyze your customers' needs, what interests them most, and ask yourself what their desires and wishes are. This will make it easier for you to segment your market to achieve good positioning.
Study the current situation
You can carry out a study of both the current situation of your company and its environment. To carry out the study of your company you can use the SWOT analysis where you will outline the strengths, opportunities, weaknesses and threats of your brand.
On the other hand, to carry out an external analysis you can use the PESTEL model where you will determine the political, economic, sociocultural, technological, ecological and legal aspects that govern your company.
Analyze your competitors
Look at the brands that compete with yours and analyze the positioning strategies they are using.
Identify your competitive advantages
If you want to let your consumers know what sets you apart from the competition, you, more than anyone, must be crystal clear about it.
Think about what things you offer that they don't do, or can't do, and also think about what they are failing at and what you can enhance.
Define your value strategy
Now that you have analyzed your target audience and your competition, you must define your value proposition . Keep in mind that you can have several differentiators, but there will only be one value proposition: list of argentina cell phone numbers the one you want to position yourself with.
Choosing a type of brand positioning
There are several types of brand positioning that you can use to reinforce the consumer's perception of your company.
Attribute-based positioning
This way you can focus on just one feature of your brand to convey a more powerful message.
The ideal is to choose an attribute that differentiates us from our competition, but if this is not possible, you can choose an attribute that the competition also has but has not communicated.
Positioning based on competition
You can put special emphasis on the competitive advantages you have over your competitors in terms of price, quality, benefits or service. Remember that these advantages must be easily communicated and difficult to copy.
Positioning by use
You can position your brand as the best for a specific use, for example for individual or family consumption, for the night, for the day, for a specific event or for everyday use.
Lifestyle positioning
With this positioning, you can exploit what you know about your target audience in relation to their interests, behavior, and needs. In other words, you will position yourself as the best alternative for certain types of people.
Another type of positioning
You can opt for another type of positioning based, for example, on one of the 4 P's of the Marketing mix or any factor that you consider relevant to your brand.
Choosing a positioning phrase
The positioning phrase refers to the way you are going to present your brand and its differentiator to consumers. You should define it in a simple and easy-to-remember way, but avoid falling into generic words.
Remember that this phrase must resonate with your consumers, it must be truthful and, above all, it must differentiate you from your competition.
Team conducting market research
Reflect positioning in all your actions
Finally, you must take care to reflect this brand positioning in all the actions you carry out, from the logo, the packaging design, the product, service and communication.
5 best digital positioning strategies
SEO positioning
To improve the visibility of your website and increase its positioning, there is a way to do it by optimizing your page organically.
By implementing a set of techniques you can make your website appear at the top of search results.
To position yourself through SEO you must work on both the content and the functionality and usability of the website, in addition to the keywords, internal and external links, among other things.
How to achieve it?