Brand positioning is crucial to your success. It’s what sets you apart from your competitors and communicates to your target audience what your business is all about. However, communicating your brand positioning effectively can be a challenge. In this post, we’ll focus on how to communicate your brand positioning to your target audience in a way that inspires your audience to remember your brand and take action.
The role brand positioning plays in business growth
Brand positioning is the process of creating an image of your business in the minds of your target audience. It’s about identifying what makes your business unique and communicating that to your audience in a way that resonates with them. When done effectively, brand positioning can help you:
- Increasing brand awareness: A strong brand position helps customers to quickly and easily identify your brand and understand what it stands for. This can lead to increased brand awareness, which can lead to increased sales.
- Differentiating from the competition: In today’s crowded marketplace, it is more important than ever to differentiate your brand from the competition. A strong brand position can help you to do this by highlighting your unique selling points and making it clear why customers should choose you over your competitors.
- Attracting and retaining customers: A strong brand position can help you to attract and retain customers. When customers understand what your brand stands for and why they should choose you, they are more likely to become loyal customers.
- Increasing customer lifetime value: Loyal customers are more likely to spend more money with your business over time. This can lead to increased revenue and profits.
How to Develop Your Brand Positioning
Before you can effectively communicate your brand positioning, you need to develop it. Here are the steps to follow:
Step 1: Define Your Target Audience
The first step in developing your brand positioning is to define your target audience. Who are they? What are their needs and pain points? What motivates them? Understanding your target audience is crucial to developing a brand positioning that resonates with them.
Step 2: Identify Your Unique Value Proposition
Your unique value proposition (UVP) is what sets you apart from your competitors. It’s what makes your business unique and valuable to your target audience. To identify your UVP, ask yourself:
What do we do better than anyone else?
What sets us apart from our competitors?
What problem do we solve for our customers?
Your UVP should be clear, concise, and easy to communicate.
Step 3: Develop Your Brand Personality
Your brand personality is the set of human characteristics that your brand embodies. It’s how your brand communicates with your target audience. To develop your brand personality, ask yourself:
What emotions do we want to evoke in our target audience?
What tone of voice should we use?
What values do we want to communicate?
Your brand personality should be consistent across all communication channels.
Step 4: Create Your Brand Messaging
Your brand messaging is the language you use to communicate your brand positioning to your target audience. It should be clear, concise, and easy to understand. To create your brand messaging, use your UVP and brand personality as a guide. Your messaging should answer the following questions:
Who are we?
What do we do?
Why should you choose us?
Step 5: Test Your Brand Positioning
Once you’ve developed your brand positioning, it’s important to test it with your target audience. Conduct surveys, focus groups, and other research to ensure that your brand positioning resonates with your target audience.
We have an article on the 7 essential elements of an effective brand positioning strategy here
What happens if you don’t communicate your brand positioning effectively?
If you don’t communicate your brand positioning effectively, you risk:
- Low brand awareness: If potential customers don’t know what your brand stands for, they are less likely to remember it and consider it when making a purchase decision.
- Confusion among customers: If customers don’t understand what your brand stands for, they may be confused about what you offer and why they should choose you over the competition.
- Inability to attract and retain customers: If customers don’t understand what your brand stands for, they are less likely to become loyal customers.
One example of where a well-known brand failed to communicate its brand positioning effectively is Pepsi. In the early 2000s, Pepsi launched a campaign called “Pepsi Challenge.” The campaign involved Pepsi employees handing out blind taste tests of Pepsi and Coca-Cola to consumers. In the majority of cases, consumers preferred the taste of Pepsi. However, the campaign failed to have the desired effect. Consumers did not start buying more Pepsi. In fact, sales of Pepsi actually declined.
The reason for the campaign’s failure is that Pepsi did not communicate its brand positioning effectively. Pepsi’s brand positioning is that it is the “choice of a new generation.” However, the “Pepsi Challenge” campaign did not focus on this positioning. Instead, it focused on the taste of Pepsi. As a result, consumers did not see how Pepsi was different from Coca-Cola and why they should choose Pepsi over Coca-Cola.
How to Communicate Your Brand Positioning
Now that you have developed your brand positioning, it’s time to communicate it to your target audience. Here are some tips to help you communicate your brand positioning
1) Be Consistent
Consistency is key when communicating your brand positioning. Make sure your messaging, visuals, and tone of voice are consistent across all communication channels. This will help build brand recognition and loyalty. For example, Apple’s brand positioning is all about simplicity and innovation. Their messaging is consistent across all their communication channels, and their products reflect this positioning. This consistency has helped build a loyal customer base and made Apple one of the most valuable brands in the world.
2) Use Storytelling
Storytelling is a powerful tool for communicating your brand positioning. Use stories to illustrate how your brand solves problems for your customers and how your UVP sets you apart from your competitors. For example, Nike’s brand positioning is all about inspiring athletes to reach their full potential. Their “Just Do It” campaign is a perfect example of storytelling. The campaign features real athletes and their struggles to overcome obstacles and achieve their goals. This storytelling has helped Nike build a loyal following of athletes and non-athletes alike.
“Parisian Love”, Google commercial: In this love story told entirely through the Google search bar and results pages, we follow our protagonist as they move to France, fall in love, and reinvent their life in order to be with the person they love. Laced with funny mistakes, typos, and misdirections, the ending just might make you well up. Google still makes commercials in this style today.
3) Use Visuals
Visuals are a great way to communicate your brand positioning. Use images and videos that reflect your brand personality and messaging. Make sure your visuals are consistent across all communication channels. For example, Coca-Cola’s brand positioning is all about happiness and togetherness. Their advertising campaigns feature happy people sharing a Coke, and their iconic red and white logo is instantly recognizable. This use of visuals has helped Coca-Cola become one of the most recognizable and valuable brands in the world.
Some great examples of this are the Cadbury’s and Guiness adverts below, they are such iconic brands that they don’t need the full logo as in the Cadbury’s example or the glass in the Guiness ad for everyone to know who the ad is for. This is due to remaining consistent with their branding and continually communicating their unique positioning.
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4) Be Authentic
Authenticity is key when communicating your brand positioning. Your target audience can sense when you’re not being genuine. Be true to your brand personality and messaging, and your audience will respond positively. For example, Patagonia’s brand positioning is all about environmentalism and sustainability. They have been consistent in their messaging and actions, such as donating 1% of their sales to environmental causes. This authenticity has helped them build a loyal following of environmentally conscious customers.
Patagonia: Patagonia is an outdoor clothing company that is known for its commitment to environmental sustainability. The company’s “Don’t Buy This Jacket” campaign was a powerful example of authentic brand marketing. The campaign encouraged consumers to think twice before buying new clothes, and to instead focus on buying used clothes or repairing their existing clothes. The campaign was successful because it was authentic to Patagonia’s brand values.
Dove: Dove is a personal care brand that is known for its campaigns that promote body positivity. The company’s “Real Beauty Sketches” campaign was a powerful example of authentic brand marketing. The campaign featured real women being sketched by artists who had only heard their voices. The results were often surprising, and the campaign helped to challenge traditional beauty standards. The campaign was successful because it was authentic to Dove’s brand values.
Warby Parker: Warby Parker is an eyewear company that sells glasses online. The company’s “Home Try-On” program is a great example of authentic brand marketing. The program allows customers to try on five pairs of glasses at home for free before they buy. The program is authentic to Warby Parker’s brand values because it focuses on customer service and convenience. The program has been very successful, and it has helped Warby Parker to grow its business.
Example of effective positioning communication
Effective brand positioning can have a significant impact on a business’s success. Here are some success stories and statistics from well-known brands:
Tesla. Tesla is known for its electric cars. Tesla’s brand positioning statement is “To accelerate the world’s transition to sustainable energy.” Tesla communicates its brand positioning through its advertising, marketing, and product design. For example, Tesla’s advertising often features the company’s commitment to sustainability and its mission to make electric cars more accessible to the mainstream. Tesla’s marketing also focuses on creating a sense of excitement and anticipation around its products. For example, Tesla often holds events to unveil new products and features, and its products are often sold out before they even hit the market. As a result of its effective brand positioning, Tesla has become one of the most successful electric car companies in the world. In 2021, Tesla’s revenue was $36 billion, and its market capitalization was over $1 trillion.An example is the launch campaign for the Tesla model S Plaid – Tesla’s fastest car ever (0-60 in under 2 secs and up to 200mph)
Here are some of the key elements of effective brand positioning in this Tesla ad:
Differentiation: The ad clearly differentiates Tesla from its competitors. Tesla is not just another electric car company. It is a company that is committed to innovation and performance.
Relevance: The ad is relevant to Tesla’s target audience. The ad is targeted at people who are passionate about cars and who are looking for a car that is different from the rest.
Credibility: The ad builds credibility for Tesla. The ad features the Tesla Model S Plaid, which is Tesla’s fastest car ever. This shows that Tesla is a company that is committed to innovation and performance.
Desire: The ad creates desire for Tesla products. The ad shows the Tesla Model S Plaid driving through a racetrack, a city, and a desert landscape. This shows that the Tesla Model S Plaid is a car that is fun to drive, and that it can handle any terrain.
Netflix. Netflix is known for its streaming service. Netflix’s brand positioning statement is “Entertain the world.” Netflix communicates its brand positioning through its advertising, marketing, and product design. For example, Netflix’s advertising often features the company’s wide selection of movies and TV shows, and its ability to deliver content to users on any device. Netflix’s marketing also focuses on creating a sense of convenience and value for its users. For example, Netflix offers a free trial, and it allows users to cancel their subscription at any time. As a result of its effective brand positioning, Netflix has become one of the most successful streaming services in the world. In 2021, Netflix had 222 million subscribers, and its revenue was $25 billion.
The ad is effective because it showcases Netflix’s commitment to historical dramas. Netflix is known for producing high-quality, award-winning shows like “The Crown.” The ad also positions Netflix as a brand that is for people who love to watch TV and movies.
Here are some of the key elements of effective brand positioning in this Netflix ad:
Differentiation: The ad clearly differentiates Netflix from its competitors. Netflix is not just another streaming service. It is a service that produces high-quality, award-winning original content.
Relevance: The ad is relevant to Netflix’s target audience. The ad is targeted at people who love to watch TV and movies.
Credibility: The ad builds credibility for Netflix. The ad features “The Crown,” which is a popular and critically acclaimed show. This shows that Netflix is a company that is committed to producing high-quality content.
Desire: The ad creates desire for Netflix products. The ad shows the characters from “The Crown” interacting with historical figures. This shows that Netflix is a service that can provide viewers with hours of entertainment and education.
Amazon. Amazon is known for its online marketplace. Amazon’s brand positioning statement is “Earth’s most customer-centric company.” Amazon communicates its brand positioning through its customer service, its product selection, and its prices. For example, Amazon is known for its fast and free shipping, its wide selection of products, and its competitive prices. Amazon’s marketing also focuses on creating a sense of convenience and value for its customers. For example, Amazon offers a Prime membership that includes free two-day shipping, and it allows customers to return items for free within 30 days. As a result of its effective brand positioning, Amazon has become one of the most successful online retailers in the world. In 2021, Amazon had $470 billion in revenue and over 1.6 million employees.
The ad is effective because it showcases Alexa’s convenience and usefulness. Alexa is a voice assistant that can be used to control a wide variety of devices and services. The ad also positions Amazon as a brand that is for people who want a more convenient and hands-free lifestyle.
Here are some of the key elements of effective brand positioning in this Amazon ad:
Differentiation: The ad clearly differentiates Amazon from its competitors. Amazon is not just another online retailer. It is a retailer that is known for its voice assistant, Alexa.
Relevance: The ad is relevant to Amazon’s target audience. The ad is targeted at people who want a more convenient and hands-free lifestyle.
Credibility: The ad builds credibility for Amazon. The ad features people using Alexa for different tasks, which shows that Alexa is a reliable and useful product.
Desire: The ad creates desire for Amazon products. The ad shows people using Alexa for different tasks, which shows that Alexa is a product that can make people’s lives easier.
Communicating your brand positioning effectively is crucial to your success as a business owner. By being consistent, using storytelling and visuals, and being authentic, you can communicate your brand positioning in a way that inspires, empowers, and transforms. Remember to look to successful brands for inspiration and learn from their success stories and statistics. With these tips, you’ll be well on your way to building a successful brand.
If you need any help with your brand’s positioning strategy, are not sure where to start with positioning or are struggling to re-position an existing brand schedule a brand discovery call to talk to one of our experts – https://calendly.com/elementsbrandmanagement/discovery-consultation-call
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