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How To Create A Strong Brand Positioning – Top 5 Effective Strategies Branding

Whether you have a small or big business, you need to ensure that you strategically position your business. It is also imperative to know the best possible competitive angle so that you can clearly differentiate from your competitor(s) and offer a unique brand promise.

Remember these four elements while strategize your brand:
  • Superlative: You need to create something that offers value other than your competitors.
  • Different: Following the trend is not a good long-term strategy, so you need to create a unique quotient.
  • Believable: You need to create something that is authentic and true to your brand.
  • Memorable: The strategy shouldn’t be a complex one; it has to be imprinted in the minds of the target audience.
Here are the top 5 effective brand positioning strategies that stand out from your competitors.


Own an Attribute

Probably the most important part of your brand positioning strategy is creating an attribute or multiple attributes that gives some value to your target audience. For example, let’s say you are a financial consultant, you need to focus on a singular or multiple attributes such as integrity and trust that will incite excitement amongst your prospects. Your content, creative and campaigns need to be revolved around this key attribute.

Tips: You need to build trust through your content that you will promise a clear benefit and how it is different from others.

Case Study
In 2003, Zappos, an online shoe retailer, moved to a new attribute positioning – ‘best customer service. They also adopted a tagline, “Powered by Service”. Zappos backed up the clam with customer service innovation that few competitors were willing to match. They offered free shipping both ways – certainly a great strategy that positioned their brand in the mind of their audience.


Target a Specific Group

To know perfectly your target audience and appeal to their quirks, preferences and attitudes can a great brand positioning strategy. You need to create a target audience positioning to build a persona, a description of a specific person who represents the group. This is the best way to visualize what makes your target group excites about.

Tips: While niching your brand, do not worry about losing customers because it is counterintuitive. Rather focus on the target group to catch bigger fish.

Case Study
“I’m a Mac and you’re a PC” is a beautiful campaign and an excellent example of targeting a specific group. The Mac guy in the campaign appears in the right with hipster attire, while the PC guy appears nerdy. The campaign captured attention in the market among people who aspired to hipness and helped Apple to carved its niche in the market. In fact, the data showed that many PC owners made a switch after the campaign.


Be the First

Being the first in a category is powerful. It

The hard way, you need to create a whole new category from the beginning. It is more holistic but it has a disadvantage. It demands a certain amount of genius to form a new category.

The easier way principally requires a strong sense of creativity (but not genius). You can find an existing category and carve out a subset of that category that is unique. Most importantly, you as a brander package your product with a name that you are first in.

Case Study
In 1982, Austrian entrepreneur Dietrich Mateschitz did a business trip to Thailand. He suffered from a horrible jet lag but fortunately, he discovered a local drink call Krating Daeng that cured his jet lag. He along with his Thai business partner decided to create an energy drink in the West with one important modification – he added carbonation. He named the drink ‘Red Bull’. This is the first time a company has introduced an energy drink in the market.


Be the Maverick

As much as we admire the prestige and strength of a leader, we also respect a gusty rebel. We remember underdogs who defy convention and don’t follow establishments.

In a way, the maverick strategy is reverse positioning. It means branding as an antidote to the market leader by positioning the leader’s strength as a weakness. It portrays the leadership’s establishment as an “evil empire”.

Case Study
The infamous rivalry between Microsoft and Apple is well documented. Microsoft is synonymous with Bill Gates, and his leadership vision for PCs as inexpensive, utilitarian and everywhere made the company the biggest software company in the world. Apple, on the other hand, symbolizes the opposite of the dominant leader. Steve Job’s vision was entirely different from Bill Gates as he viewed his brand as exclusive, expensive and hip-looking. Apple adopted maverick position by creating a tagline “Think Different”.


Align with a Cause

Charitable work, also you can call CSR activities can be a brand differentiator in a crowded marketplace. Blending business with charitable works as a brand strategy is a good public relation. It helps to create a standout position in the market.

Case Study

TOMS Shoes campaign started with the tagline “With every pair of shoes you purchase, TOMS will give a new pair of shoes to a child in need.” Blake Mycoskie, a young entrepreneur behind TOMS Shoes once roaming around Buenos Aires where he saw wealthy people distributed torn shoes to poor village children. He discovered that many kids in Argentina couldn’t go to school because they didn’t have shoes.

This incident led to the formation of TOMS Shoes (Tomorrow Shoes). The brand’s tagline, “One for One,” communicates the brand’s mission of the shoe giveaway.