Which brand comes to mind first when we talk about the guarana that goes with popcorn? Or the product with a thousand and one uses? And that medicine that ‘took it, the pain went away’? It’s easy to remember the names of goods and their manufacturers this way, isn’t it?
These are just a few examples of what brand positioning can do for a company. It is responsible for differentiating the business from the competition and influencing the purchasing decision.
This positioning translates the essence of the organization and its product/service. Therefore, it is essential to keep in mind that you must deliver what branding proposes. It is no use proposing a sustainability image, for example, and investing in a manufacturing process that harms nature.
But after all, how do you know if your business has good brand positioning? Some important characteristics can help you find the answer. One of them is linked to aspects such as the name, visual identity, digital media, portfolio, actions, etc.
It is also essential to check how the relationship and communication with the customer are going. Is it reliable, consistent, and aligned with the company’s values?
Brand positioning: how can it impact your business?
Investing in brand positioning is an effective way to obtain good results for the corporation. By cultivating its values, the target audience tends to be more attracted to the brand. Nowadays, the fact that an organization sells and lives its own concept is just as important as the product it offers.
The practice also contributes to customer loyalty by working strongly with emotional appeal. This makes them remember your company first at the time of purchase.
To have good brand positioning, it is essential to take the following three stages of evolution into consideration:
- Assertive: you communicate your point of view to the customer, showing that you are the best in the market and how much they can trust your brand;
- Assimilative: it is necessary to assume a dialogue position, making the consumer feel important (participation);
- Absorptive: at this moment, the brand places itself in coexistence with the public, generating greater loyalty.
The ideal here is to think of brand positioning as a process and not as something that happens overnight. It must be gradual!
The path to generating a value proposition
For brand positioning to be successful, some issues must be taken into account. The first, and perhaps most important, is to identify the needs of the target audience. A good way to do this is by asking directly through opinion polls. In addition, strive to specify the differentials of your product/service.
Another fundamental point is to promise only what you can deliver, as we said at the beginning. For example, if you communicate that your company has the best customer service, the professionals responsible for customer contact must be trained and strictly supervised to match and even exceed that expectation.
To conclude, remember that brand positioning must be dynamic. It can, and should, be altered according to market demands. However, it is necessary to respect the essence of the business and its value proposition.
And your organization, how does it handle brand positioning? Leave your comment!
