Brand Positioning: Definition, Benefits, and Strategies That Can Be Applied

Successful brand positioning will not only bring rapid business progress, but can also ensure that your business products will be known closely.

One example that is successful and strong to this day is Hansaplast.

When you get a wound, you will not ask for a 'wound plaster' but will mention Hansaplast. That is an example of strong brand positioning in a product.

Therefore, currently implementing this strategy is important for every business. By implementing the right and appropriate strategy, you can get a strong product image and be able to compete better than other competitors.

Here is a summary of what brand positioning is, the strategies used, and its benefits for your business.

Definition of Brand Positioning

Quoted from Hubspot, brand positioning is the process of positioning a brand or building the image of your business to consumers.

Brand positioning is not only about a memorable tagline or a unique logo, but also the strategy used by a business to grow further.

One element that needs to be considered in the fast-paced business era is a strong brand message or message from a brand.

A strong message will make your business better remembered by consumers. Although increasing consumer numbers is also important, building brand resistance by establishing good relationships with consumers is also important for business development.

An effective brand positioning strategy can occur when your brand has been considered good and credible in the eyes of consumers. If you already have the trust of consumers, of course your business image can be said to be good.

Currently, this strategy has become an absolute must for your business to achieve success. A report states that a brand with successful brand positioning experiences an average increase in revenue of 10-20% while gaining customer loyalty.

Types of Strategies in Brand Positioning

When you decide to do brand positioning, of course you need to adjust what type of strategy is suitable. The following are examples of the types of strategies that are generally used for a brand.

1. Convenience-Based Positioning

Convenience-based positioning is a brand positioning strategy based on the level of comfort of a brand. This strategy will show why your brand's product or service is more comfortable to use than other competitors.

You can highlight comfort from various factors. For example, location, ease of access, how to use it, to platform support. The comfort of a product or service can also be assessed from the design offered.

Positioning your business as a brand with a good level of comfort will naturally attract consumers. This will also be in line with the increase in the price point of your product/service.

However, it is important to note that this strategy can have a fairly large cost/cost as well as a commitment to maintaining quality and proving claims to consumers.

2. Price-Based Positioning

Price-based positioning is the most popular strategy in brand positioning. In this strategy, a brand will set a unique price for each of their products.

One example of this strategy is positioning your brand as the cheapest on the market. Compared to competitors or other competitors, your brand must have a more affordable price.

Although this strategy will bring in many customers, price-based positioning also has big risks such as declining production quality and production cost problems.

3. Quality-Based Positioning

This strategy is used when a brand wants to highlight the quality of their products or services by providing a premium cost.

Product quality can be seen from the craftsmanship, how the product is made, the quality and quantity, the materials used, and the sustainability practices in the products and services.

This strategy can be assisted by evidence of good results and testimonials from consumers who have purchased the product or used the service. You only need to find the right buyer persona to hit the mark.

4. Social Media Positioning

Storytelling is one of the evolutions in brand positioning. Through websites, interactive advertisements, and narratives on social media, a brand can build a good and attractive brand positioning.

Social media positioning is a unique approach and strategy because it focuses on what platform is used, compared to other marketing tactics or strategies.

The choice of platform or social media that you use for your brand will also describe and represent the narrative given to consumers. When using this strategy, the thing to note is to choose the social media that is most often used by the market.

Benefits of Brand Positioning

Here are some of the benefits of brand positioning according to Indeed:

1. Brand Recall

Brand recall occurs when consumers will immediately remember your product or service if someone asks about similar products and services.

For example, if someone asks what dishwashing soap is used, then consumers will immediately remember the Sunlight brand name.

Brand recall can be called effective marketing and also the benefits of successful brand positioning.

2. Emotional Appeal

A good and successful brand positioning will create an emotional connection with their customers or target audience. Usually this is also a persuasive strategy from the brand to their consumers.

3. Loyalty

This strategy will also help your business consumers to be more loyal. Of course, this must be in line with the level of consumer satisfaction with the purchasing experience or use of services from your business.

With good strategic brand management like this brand positioning, you can see significant business growth in a positive direction.

Learning strategic brand management will benefit your business products and services so that consumers know your brand with great quality and value. If you want to develop a successful brand positioning, you can learn strategic brand management at prasmul-eli and learn directly from the experts! What are you waiting for? Register for the class now!