Brand Positioning 101: The Ultimate Guide For Successful Branding

Brand Positioning 101: The Ultimate Guide For Successful Branding

"Products are made in the factory, but brands are created in the mind."

- Walter Landor

One thing all top brands have in common is that they distinguish themselves from rivals.

Brands like Coca-Cola and Colgate distinguish themselves from their rivals by being instantly recognizable and developing a following of devoted customers, from logo designs to product messaging. Brands that do not nail their positioning may struggle to stand out.


A tagline or logo alone is insufficient when creating a solid brand position. You must consider how customers perceive you and what will set you apart from companies that provide comparable services or goods.

Successful branding increases customer loyalty and creates a better image and a relatable identity that distinguishes you from the competition.

If you still have questions about brand positioning, whether you are an established company looking to revitalize your brand or a beginning entrepreneur eager to make a name for yourself, you have come to the right place! This guide will assist you in getting started and ultimately securing a place in the hearts and minds of your customers.

Let's begin with what brand positioning is.

What is brand positioning?

brand positioning

Simply put, brand positioning is getting your brand in your customers' minds. The goal is to identify and make an effort to "own" a market niche for a given brand, product, or service using a variety of tactics, such as pricing, advertising, distribution, and packaging.

The goal is to create a distinctive impression on the customer, ensuring they associate your brand with something unique and desirable compared to other brands on the market, achieved through impressive custom packaging and uniqueness.

Positioning marketing happens whether or not a company takes the initiative to define its position. You can start managing the reputation of your brand and the perception of your products once you have a basic understanding of positioning in marketing. However, the positioning of the company's brand can be positively impacted in the eyes of its target customers if management adopts an intelligent, forward-thinking strategy.

A strong positioning strategy elevates marketing initiatives to assist consumers in transitioning from brand awareness to product purchase. Additionally, because positioning can occasionally be imperceptible, it is typically simpler to spot when viewed from a consumer's point of view.

Positioning calls for ongoing brand marketing campaigns that must be maintained throughout the lifespan of each product. When a business is run this way, the target market's perceptions of the brand and the product are strengthened.

What is the importance of brand positioning?

Brand positioning is crucial for a business to have a straightforward way to communicate its brand's value to customers. Positioning affects how your target market perceives your brand and how you present your goods to them. Consistently presented brands see up to a 23% increase in revenue.

Making purchases out of the numerous, complex options is something that consumers do naturally. It is how companies compete in a crowded market for each client's attention, preference, money, and ongoing loyalty.

Internally, a marketing positioning statement facilitates this; and externally, various marketing strategies are employed, all rungs up by the brand positioning statement facilitating this.

Brand positioning has the most significant influence on consumer purchasing decisions. Prospective customers are enticed to learn more about your brand's products when it is well-positioned. Excellent positioning persuades existing customers to keep buying your brand's products.

For their brand positioning statement to remain relevant while being realistic, brands should discuss who their target audience is and what they offer. As a result, positioning strategies should always be closely related to the idea of target markets as a whole.

Types of positioning strategies

brand positioning strategies

You have several options when deciding how to position your brand in the marketplace. Your strategy should be tailored to highlight your product's competitive advantage and your rivals' weaknesses.

Here are a few positioning techniques you can employ to distinguish your brand in the marketplace:

Price Leadership: Companies that use this tactic present themselves as the most cost-effective choice on the market. To draw in budget-conscious customers, they might use slogans like "Everyday low prices" or "Best prices guaranteed." For this strategy to remain profitable while providing competitive pricing, effective cost management and economies of scale are required.

Quality Leadership: Brands prioritizing quality position themselves as high-end options providing superior functionality, durability, or luxury. They frequently use adages like "The best or nothing" or "Built to last" to highlight their dedication to excellence. With this positioning strategy, the company hopes to draw customers who value reliability and are prepared to pay more.

Differentiation: Differentiation positioning strategies rely on a product's distinctiveness or innovative features compared to the market's established rivals. If you employ this strategy, customers who value innovation will be attracted to your product and brand. One potential drawback is that the lack of prior usage might deter the general public. Include the research and testing that went into developing your product if it is brand-new. Consumers who value innovation want to know how new products or technologies operate.

Target Market or Audience: Using this strategy, a brand identifies a particular group of consumers who share certain traits, passions, or needs and then customizes its offerings, positioning, and marketing strategies to target that group successfully. Brands can develop a strong emotional bond with customers and inspire brand loyalty by comprehending and satisfying the specific needs of their target market.

Use or Application: The main goal of this product positioning strategy is to position the brand according to the particular use or application of its products. For instance, a detergent brand may be the best option for removing stubborn stains and appealing to customers who require a stain-removing product.

Convenience-Based: A convenience-based positioning strategy emphasizes why a company's product or service is more convenient than the competition's. This convenience may be based on accessibility, ease of use, location, or support for multiple platforms. Offering the most practical options for your product or service will draw in time-pressed customers.

User Experience or Lifestyle: This strategy is used by brands to associate their products with specific lifestyles, values, or emotions. They develop stories about the brand that connects with their target market, fostering a stronger bond and brand loyalty. Apple is an excellent illustration of a company that has been successful in connecting its products to a simple, innovative, and creative lifestyle.

Competitor Comparison: Brands that use this strategy compare themselves directly to competitors, emphasizing their advantages or superiority. The "Pepsi Challenge" campaign, in which Pepsi challenged Coca-Cola's taste and positioned itself as the preferred choice, is an iconic example.

Problem-Solution: Companies using this marketing tactic present themselves to consumers as the answer to a particular problem or challenge. The brand becomes valuable and relevant in the eyes of its target market by meeting a critical need.

Social Media Positioning: Rather than being a stand-alone tactic, this type of positioning focuses on a group of channels. Additionally, your brand's use of channels—or lack thereof—speaks just as loudly as your messaging. The key to success with this strategy is selecting the channels your target market prefers to use. According to the most recent research, 77% of consumers prefer to buy from brands they follow on social media.

Innovative or Pioneer: Companies that identify as industry leaders or innovators strongly emphasize their cutting-edge goods, services, or technology. Customers looking for the newest innovations are drawn to businesses with this positioning because it fosters an image of leadership and expertise.

How to develop your positioning strategy?

Creating a brand positioning strategy is complex and demands careful analysis and planning. The essential steps for developing a successful brand positioning strategy are listed below:

  • Conduct an extensive market analysis to understand your target audience's needs, preferences, and perceptions of your brand and competitors.
  • Examine the positioning strategies of your rivals to find market opportunities and gaps where your brand can differentiate itself.
  • Determine and describe your brand's unique selling proposition, distinguishing it from rivals and appealing to your target market.
  • Establish the tone of your brand to ensure consistent messaging that supports your positioning strategy.
  • Develop your target market's demographic, psychographic, and behavioral segments to target your positioning better.
  • Create a value proposition that communicates your brand's unique advantages to customers.
  • Create consistent and persuasive messaging that supports your positioning strategy and effectively conveys your USP.
  • Design a cohesive visual identity that reinforces the brand's positioning and resonates with the target audience, including brand logos, colors, and other elements.
  • Ensure the brand positioning is reflected consistently across all customer touchpoints and the customer journey.
  • Engage all parties, including partners and employees, in understanding and embracing the brand positioning to deliver a consistent brand experience.
  • Before a full-scale launch, conduct market research and collect feedback to improve and optimize your brand positioning strategy.
  • Create a long-term vision for the brand's positioning, considering how it will change and develop to meet shifting customer preferences and market dynamics.
  • Utilize pertinent metrics to continuously assess the success of your brand positioning strategy and make adjustments as necessary to stay current and competitive.
  • Ensure that your brand's positioning is consistent with its core values and delivers on the promises made in the positioning strategy.

Brand positioning maps

Businesses can use perception and positioning maps to create positioning strategies for their brand, product, or service. Both maps typically have two lines along the X and Y axes, with the ends of each line representing the extremes of two critical variables, such as quality or price.

Existing brands or their products are plotted on the map after each line is drawn and labeled with the precise criteria. Once you have determined where your competitors should be located on the map, you can position your brand or product according to the map you are making. Additionally, you can make multiple iterations of each map using various combinations of variables.

The terms perceptual and positioning are frequently used interchangeably because these maps have a similar appearance and some connected concepts. However, significant differences exist between creating and interpreting positioning maps and perceptual maps.

Perceptual Map

perceptual map

A perceptual map depicts the positioning of consumers' perceptions of dominant brands or competing ones in the current market. It is essential to realize that a perceptual map only measures perception because there frequently exists a gap between consumer perception and market reality.

A perceptual map is still beneficial for market positioning even though it does not show the actual brand positioning or your desired positioning goals. It makes seeing how customers view your products more effortless than the competition. Businesses can develop a perceptual map to spot opportunities or gaps in the perceived market.

Additionally, it is crucial to remember that this map was made using consumer perceptions and that everyone has a unique perspective on the world. Consequently, a perceptual map may not always correspond to a product's qualities or the brand's intended perception.

Positioning Map

positioning map

They share similar ideas, but the primary distinction is that a positioning map does not assess how consumers feel about particular goods or brands. Instead, a positioning map comprises various characteristics important for visualizing the actual market positioning of rival brands or goods.

Businesses have a few options for developing positioning goals, as positioning maps show where current brands and products are positioned within the marketplace. You can pick a spot on the positioning map where you directly compete with already existing brands or products or where they fill a gap in the market.

How can Virtual Assistants help you position your brand?

Virtual Assistants (VAs) can assist you in effectively and efficiently positioning your brand.

benefits of virtual assistants
  • Conducting thorough market research is one of the crucial areas where virtual assistants can greatly assist. They can compile insightful information about your target market, market trends, and competitor positioning. With this knowledge, you can spot market insufficiencies and find chances to position your brand differently. By leveraging virtual assistants' research capabilities, you gain a competitive edge by making insightful decisions based on reliable data.
  • Understanding and evaluating your competitors' strategies is crucial to brand positioning. Through competitive analysis, virtual assistants can help you with this task. They will research your rivals' branding, messaging, and customer engagement strategies. This analysis enables you to identify the advantages and disadvantages of your rivals, assisting you in creating a positioning strategy that distinguishes your brand from the competition. With a better grasp of the marketplace's competitors, you can hone your brand's differentiators and forge an engaging brand identity.
  • Creating a strong brand persona and messaging is essential for consistent brand positioning. Virtual assistants can help determine your brand's personality, tone, and critical messages. Together, you can develop a resonant brand persona that communicates your company's values and mission to your target market. Virtual assistants can significantly produce content that strengthens your brand's identity and positioning, whether writing website copy, social media updates, or email marketing campaigns.
  • In today's digital environment, maintaining a strong online presence is crucial. Virtual assistants can handle the social media accounts for your company, ensuring that your brand's positioning is consistently communicated across all platforms. They can maintain the brand persona you have created while curating and scheduling content, interacting with your audience, and responding to queries. This consistent and active social media management strengthens your brand's positioning, helps to get more followers, and cultivates a devoted following.
  • According to a survey, 94% of consumers say how a brand treats its customers affects their buying decision. Establishing a positive brand image depends on offering exceptional customer service consistent with your brand positioning. Virtual assistants can efficiently address customer concerns, find solutions, and guarantee a seamless experience. This individualized and effective customer service strengthens your brand's positioning as a customer-centric organization and adds to the overall perception of your company.

Wishup: Enabling entrepreneurs to establish their brands' positions successfully!

wishup virtual assistants for business risk management

Wishup, a leader in the virtual assistant industry, matches American entrepreneurs, startups, and small businesses with pre-screened assistants skilled in bookkeeping, customer service, lead management, administrative tasks, and data entry. They want to help entrepreneurs run their businesses more efficiently.

  • The virtual assistant company only hires the top 0.1% of applicants with over 200 fields and 70 no-code tools.
  • To ensure competence, dependability, and professionalism when handling various tasks, virtual assistants go through extensive internal training.
  • An instant replacement policy guarantees prompt replacement if a virtual assistant becomes unavailable or their abilities fall short of the company's needs.
  • Quick onboarding enables workflow integration on the day of selection, lowering administrative costs while maintaining productivity.
  • A flexible selection of offshore and US based virtual assistants is available to accommodate various time zone requirements and organizational structures.
  • We manage all hiring and contractual issues, creating a seamless virtual staffing experience.
  • Our virtual assistants sign Non-disclosure agreements (NDAs) to safeguard sensitive client data while protecting privacy and data security.


Key Takeaways

Overall, just having a great product or service is not sufficient. For that advantage you are working so hard to achieve to show through and be noticed by your customers, you need an engaging customer experience across all your channels. Positioning is more of a continuous effort than a singular event. The results are worth the efforts, despite the difficulty and dedication involved.

Our virtual assistants are the secret to your success if you are a busy business owner looking for efficient marketing and brand positioning! For more information, contact us immediately for a free consultation or email us at [email protected].

What are the 5 elements of brand positioning?

The five elements of brand positioning are the target audience, unique selling proposition, brand promise, brand personality, and brand associations.

What are the 3 C's of brand positioning?

The 3 C's of brand positioning are clarity, consistency, and credibility. Brand positioning should be precise, straightforwardly conveying the brand's unique value proposition to the target audience. Consistency is essential, ensuring the brand's message and image remain uniform across all customer interactions. Finally, credibility is vital for building trust and loyalty by delivering on the brand promise and consistently meeting customer expectations.