When we talk about the positioning of a brand we refer to the place we want it to occupy or aspire to occupy. When launching a brand to the market, we want it to get positive thinking and position itself well within the mind of our target audience. To achieve this, we will teach you in the next post the necessary steps to define an effective positioning strategy and according to your brand.
1. DEFINE THE TARGET AUDIENCE
The first point to keep in mind is the target audience we want to target. It is of utmost importance, since for the first time in history six different generations live together. For this there are several classifications that we can use to obtain more accurate data such as age, sex, social class and even demographic and geographic data. There are also many companies that analyze occasional, profit or psychographic data. Currently, use and behavior is very important when it comes to segmenting the public, that is, where you are, who you are with and what you are doing.
2. ANALYZE STARTING SITUATION
Taking into account our possibilities, we have to obtain as much information as possible about our market niche. For this we can resort to primary information, which is our company’s own data or also to secondary sources, which provide us with information that has already been prepared previously, either by institutions or external persons, and for which permission must be requested to get access to it. Finally, tertiary information, which would be a compilation of primary and secondary sources. The information we obtain can be used to answer the following questions:
What are the attributes of the product / service to which our target reacts?
Who are our competitors and what are their positioning strategies?
How are the different brands that compete in relation to these characteristics perceived?
What would be the best marketing mix (price, product, promotion and place) and communication to position ourselves?
What resources do we have to develop a campaign?
We must also pay attention to the different market architectures that exist:
Monolithic model. In this case, a single brand is used both at the corporate and commercial level for each of the services and products. For example, Google. The brand has Google books, Google maps, Google translate, among others. The result is that a powerful and unique brand is built, but sometimes it is complex to extend it to other areas.
Endorsed model. According to the finest seo service new York, the corporate brand supports product / service brands with the aim of transmitting and reinforcing their equity, facilitating the feedback of meanings and communicating group strength, in the case of a corporate brand. For example, Virgin. The brand has Virgin Money or Virgin Games.
Independent brands. For example, P&G. Within this are brands such as Ariel or Guillette. P&G is made up of different brands and each one operates differently and acquires separate market shares and earnings.
Mixed or hybrid model . This combines different architecture models in relation to different business strategies under the same corporate brand, such as Coca-Cola. This requires higher standards in management, as well as additional resources. In turn, it is important to identify well the roles of each of the brands. On many occasions it is the result of the growth process of a monolithic brand based on acquisitions of other brands.
3. DEFINE TYPE OF POSITIONING
Once we know precisely the characteristics of the sector we are going to target, we must choose the attribute that will be most attractive to our potential consumers. These are:
Attribute. A company is positioned according to an attribute such as time or size. For example, Coca-Cola soft drink is always associated with happiness.
Benefit. The product is positioned as a leader in what corresponds to a certain benefit that others do not give. Smint candies, for example, are linked to freshness.
Price quality. The product is positioned as the one that offers the best value. It can even be positioned for pure price. Example, the brand of watches Swatch or Rolex. Both have the same use, but different quality.
Competitor. The product is claimed to be better in some way or several relative to its competitor. Here we can talk about Samsung and Apple. Both brands constantly compete to be on the podium. Apple pulled out after the scandal that the Samsung Note 7 overheated and exploded.
Application / Use. The product is positioned as the best in a certain use or application. A clear example are detergents or toothpastes. They always compete to see who leaves the cleanest clothes or whiter teeth respectively.
Product category. The product is positioned leader in a certain category. It’s about brand architecture with communication. For example, Nivea with skin cream.
4. CREATE THE PLAN
This point consists of creating, testing the concept and developing the communication plan. On the one hand, testing the concept serves as a test, because through different actions we interact with the group that we have identified as potential consumers to verify that the product is being perceived in the way we want.
On the other hand, we have to develop the communication plan . At this point we must develop a message so that the attribute reaches that audience and seduces it, thus making it a real consumer.
Although the tests are essential, we must bear in mind that positioning is not static. With the passage of time, the association between a brand and an attribute changes for various reasons such as competition, the launch of new brands or the entry into the scene of new technologies. Therefore, it is necessary to be constantly testing to make the required modifications.
It is the last stage in which we have to evaluate, listen and decide. For this we must take into account the following concepts and see what we have achieved.
Top of mind. It is the first brand that comes to people’s minds when asked about a product in a certain category.
Top of heart. It is the brand that we have “settled in the heart”. You could say they are true to the brand.
Brand awareness . This is the degree to which customers can remember or recognize a brand under different conditions. It is a funnel that starts with the suggested notoriety, spontaneous notoriety and top of mind. This gives rise to brand awareness. To explain this last point, we will use beer as an example:
Awareness. The Leffe brand of beer comes to mind.
Equity. I think it is one of the best beer brands and an important benchmark in the sector.
Preference. If I see it in a letter I usually choose it over other brands.
Consumption. I don’t drink beer on a regular basis and although I have the Leffe brand in mind in my top of mind, I don’t mind varying and trying other brands.
The brand repositioning occurs when you change the state of our brand in the market. It is usually done to keep up with the consumer’s wants and needs. Even so, there are cases in which a repositioning of a brand is required when one or more of the following conditions occur:
Bad image, non-existent or confused.
New reinforced competitor.
Loss of competitive advantage.
Organizational strategy change.
New competitive advantage.
Organizational culture renewal.
Creativity, originality and the ability to adapt to changes are essential when it comes to achieving good brand positioning . Positioning ourselves successfully in the mind of our target is not easy. It requires patience and demands resources to develop different marketing and communication actions.