Positioning is a process through which a brand achieves an “advantageous” and “favourable” space in the consumer’s mind through a unique and differentiating attribute. Positioning a brand in the consumer’s mind is not an easy task. From Cuatrocento Advertising and Marketing Agency we give you the keys.
You may ask, but how is this achieved and what are the factors that must be taken into account in order to achieve it? Well, we try to answer these questions by outlining some key steps to achieve this goal:
1. Define your target audience very well in order to position your brand.
Typology of the customer to whom you are going to direct your products or services. You must know and be able to identify the most interesting segment of the population (according to socio-demographic and psychographic profiles, interests and purchasing behaviour, etc.)
2. Determine the most attractive attribute of your business
What differentiates you from the competition, something that makes you stand out. It must, on the one hand, be something desirable for the consumer and, on the other hand, something that differentiates you.
3. Define the positioning strategy to position your brand
It can be based on a specific attribute of the product, the benefit or need it satisfies, the lifestyle of the targeted users, competition, etc. It is not enough to want to cover the whole market, you have to be specific with a single tactical plan.
4. Avoid the following mistakes, which are quite frequent
Not being able to present a single benefit and presenting two or more that contradict each other, targeting a market so small (or so large) that it is unprofitable for the brand, or having a dubious positioning in the sense of not being able to deliver the promise that is presented.
5. Test with the target market
Through surveys, group sessions, focus groups, if the type of communication we are going to launch works to achieve the desired positioning.
In any case, successfully positioning a brand in the consumer’s mind is not an easy task, nor is it achieved overnight. It requires recurrent work and the combination of technical, human and economic resources to carry out numerous marketing and communication actions.
