Brand positioning is a marketing strategy that allows a brand or product to be placed in the customer's mind in a favorable way.
This strategy seeks to create a unique and favorable impression in customers about a brand, associating emotions, traits, feelings and sensations with it.
Effective brand positioning allows a company to easily distinguish itself from the competition in the market.
Positioning is often a reason why customers buy a particular brand whose product is not necessarily differentiated from the competition.
10 types of brand positioning
Learn about the different types of brand positioning that you can take advantage of to increase your presence in the market and in the minds of your consumers:
types of brand positioning
1. Value-based brand positioning
Value-based brand positioning has two approaches and both rely heavily on product quality.
Typically, this type of positioning uses a psychological approach that exploits the belief that the more expensive something is, the better it is.
This increases the value in the customer's mind and the product is positioned as expensive, useful and good.
It can also position a brand as a provider of high-quality, high-value products or services.
In value positioning, it is essential that the company first establishes the values of the product in the market in order to sell it.
Also learn how to make a value proposition for your company
2. Brand positioning based on quality
A quality-based brand positioning initiative emphasizes product quality as its main selling point .
A unique way to distinguish the quality of your products from your competitors would be to focus on a specific area of expertise and use it as a branding strategy.
Working on one parameter significantly rather than working on all parameters simultaneously is a good way to go.
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3. Lifestyle positioning
In this type of positioning, a brand connects with the ideals, values and aspirations of its identified target audience .
By positioning your website in search engines as a lifestyle brand, you are trying to sell an image and identity rather than the product. The main objective is to associate the brand with a lifestyle and focuses more on the international email database aspirational value than on the value of the product.
4. Brand positioning by price
In this type of positioning, price plays an important role in the success of the brand , and shows where a product stands in relation to its competitors in a particular market , as well as in customer perception.
Price positioning seeks to set a price for a specific product or service that falls within a specific price range.
A significant portion of customers cannot afford to buy luxury and niche products or services, so price positioning serves to attract these customers.
An example of this type of brand positioning is: “ The same, but cheaper .”
This is a very difficult strategy unless you have a cost advantage in implementing your product or service.
Technology can be your best friend if you use it more effectively than your competitors or your worst enemy if you are behind others.
5. Competitor-based positioning
Competitor-based positioning involves establishing market leadership by comparing your products or services with those of other companies or direct competitors.
This type of brand positioning depends on how the value you provide compares to the value of similar goods and services on the market.
Messages are usually direct, clear and address competitors directly, although some may use indirect reference to their competitors.
6. Positioning of benefits
Benefits-based positioning focuses on a specific benefit of the brand's unique solution.
This strategy highlights the benefits of the product or service to customers and puts forward the idea that no team can copy them as they are unique to that particular brand.
While this type of brand positioning can be advantageous for product positioning, it may be less beneficial for brand positioning as it imposes a strict restriction on the direction the brand can take.
7. Positioning of problems and solutions
In this type of brand positioning, the company presents itself as a provider of solutions to customers' problems .
Basically, it's about showing that this particular brand can help them solve their problems instantly and effectively.
8. Positioning in a service niche
In this strategy, the brand focuses on offering a service that is not widely available through competitors .
This provides a specialized experience that other providers offering more general services would not have.
This approach can work well unless the service starts generating strong demand and new competitors emerge that take away the “specialty” from what you offer.
9. Positioning based on specialization in the sector
It is a popular and often effective way to position a professional services brand .
It's another form of specialized expertise, and it allows you to precisely focus your marketing strategies and evolve your services as the market changes.
Positioning based on industry specialization means that your company has extensive experience working with similar companies. However, this approach comes with risks.
If your target industry experiences an economic downturn, your luck may follow, as may be the case for a hotel software that loses revenue when the hospitality industry is crippled by a phenomenon like the Covid-19 pandemic.
It is also easy for new competitors to enter the fray and alter the brand's positioning in this sector.
10. Brand positioning focused on a function
Rather than specializing in a particular industry or service, this type of branding targets a specific group of people, typically within an organization.
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“We help HR managers succeed” is an example of function-focused positioning, as it targets a specific function within a company.
These buyers will perceive you as being most attentive to their needs and expectations, and will get the idea that you have specific knowledge or experience and a meaningful personal brand that will make their job easier.