Brand positioning as an effective tool to attract consumers

Brand positioning: an overview of the main strategies

Brand positioning is the creation of an image that helps to distinguish a company from its competitors. It helps to differentiate a company or its product from similar offerings in the market. Marketing plays a key role in the positioning process by ensuring that a unique image is created and promoted. Particular attention is paid to the target audience’s perception of the product or service.

The concept of positioning involves a number of elements, including:

1. Defining the market by identifying target audience segments based on their needs and wants.
2. Understanding the needs of a particular niche market.
3. Formulating the benefits that the brand can offer to the audience.
4. Analysing competitors and identifying the unique qualities of the company that make it stand out.

Volvo’s strategy is an example of successful positioning. It presented itself as a brand associated with safety and high-performance cars. The company differentiated itself from its competitors by emphasising the prestige and quality of its vehicles, helping to create an association among consumers with safe, high-status cars.

Over the years, this strategy has been slightly modified and expanded. Today, the focus is on reliability and sustainability. This is in line with the company’s plans to produce all-electric cars by 2030.

An important step in positioning is the development of a unique selling proposition (USP). This is a feature that differentiates the product from its competitors. The USP must be relevant to the target audience and meet their needs. It is this differentiation that influences the target audience’s perception of the brand. The differentiating feature can be design, low cost or specificity of product use.

Positioning strategies

Various strategies are highlighted that help to reinforce a particular perception of the brand in the mind of the consumer. One of these is the target positioning tactic. In this tactic, the company articulates the main reason for its existence. It also emphasises the brand’s high mission. 

Another approach is value orientation. In this case, the company highlights the affordable price of the product or service as the main competitive advantage.

The next positioning option is niche service specialisation. The company focuses on providing specialised services. This attracts customers who are interested in expert solutions.

There is also a value-based positioning. The strategy is built around specific benefits that the customer receives. The benefits can be, for example, time savings or increased productivity.

Positioning aims to create a clear perception of the brand in the consumer’s mind. It is important to create a desired image in the eyes of the target audience, which helps build trust and loyalty. To do this, it is necessary to identify the product’s key characteristics and use them as the basis of the marketing strategy. This approach focuses on long-term development and strengthening the company’s position in the market.