Positioning Strategies

What is Brand Positioning? 

Brand positioning refers to the determination of the perception that the brand will create in the minds of consumers. This approach enables consumers to distinguish one brand from another, emphasizing the benefits and values that the brand provides. Good positioning may increase brand loyalty of the target audience and provide a competitive advantage in the market.

The Importance of Positioning 

Positioning has an important place in a brand's communication and marketing strategy. This means hitting the right notes in the consumer's mind. With the right positioning, a brand that has a place in the minds of consumers will be the first name that comes to mind by making associations in times of need. This will benefit the brand in the long run. 

Having a good positioning for the brand is also a big advantage for the agency side. Positioning forms the basis of the tone of voice and message in the communication activities carried out by the agency.

In this context, positioning acts as a compass to ensure that the right steps are taken in the creative ideation process. 

What are the Types of Positioning? 

Positioning types are divided into different sub-headings according to the communication needs and expectations of the brand. The path to be chosen in the positioning strategy may differ according to the brand's goals and vision. 

Positioning by Target Audience: This method of determining who will or will not use a product is the positioning of a brand for a specific type of user or customer segment. 

Positioning by Product: Focusing on the rational and emotional benefits provided by the product or service, this approach identifies the identity benefits of using a brand, its product, and the values provided by the product. 

Positioning by Market: It is the positioning of a brand on the potential opportunities created by its market position, advantage or disadvantage. Whether the brand is the first or the last to enter the market plays a decisive role. 

Positioning by Competitors: It refers to positioning that fills a space left empty by competitors in the market or enables the brand to move forward with an offensive approach against its direct competitors. 

Positioning by Culture: It focuses on reflecting a particular cultural or symbolic value. These cultural values enable consumers to establish an emotional connection with the brand.

While these are the basic options for brand positioning, positioning should not be limited to these. Creative positioning strategies could be created that focus on brand values and vision. In line with the strategy created, it is necessary to determine the positioning that best meets the needs and purpose of the brand and will give the most accurate result. 

Examples of Brand Positioning 

''Don't put perceptions against facts perceptions win.''

The perception of "robustness, power and safe vehicles" created by the Volvo brand in the minds of consumers is an example of product positioning. 

Dove focuses on the natural beauty of the consumer with the message of "real beauty" and includes the cultural and life codes of the target audience in its communication strategy. 

Harley-Davidson is associated with freedom, adventure and American Rock and Roll culture. In this way, it has become a symbol of motorcycle culture.

How to Position a Brand?

When positioning, market dynamics should be accurately determined, competitors should be analyzed and a definition should be made in line with the demographic structure, socio-economic characteristics, needs and expectations of the target audienceAs a result of this data, a positioning should be determined within the framework of the brand's values, promise and benefits. Once the most appropriate positioning for the brand has been determined, communication activities should proceed in accordance with this positioning. 

Correctly identifying and implementing positioning ensures long-term success for the brand. Positioning, which ensures consistency in the brand's communication efforts and makes it recognizable, creates a perception of loyalty and trust in consumers. 

Positioning strategy, which has an important place in branding, has a valuable impact on the growth of the brand and the success of communicators.