Brand positioning: specifics and types

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There are bright brands that even a child can cite as an example. They are pleasant to deal with, they have become established in the consumer's mind as trustworthy, and it is difficult to imagine life without them. Such recognition was preceded by painstaking work on branding. Brand positioning played an important role, which formed such a positive image in the consumer's mind.

The choice of a company providing such services will affect the result. Therefore, it is better to contact Fractus.

What is brand positioning
The brand promotion strategy begins with positioning. What is the essence of the process? In searching for and formulating an image, choosing a niche, conveying the image to consumers through certain communication channels. Correct positioning allows you to stand out among similar brands, gain a foothold in the consumer's mind, and influence his way of thinking. And he will buy the products of this particular company, without considering other options.

What is brand positioning

Steps to the goal
This process is not the case when you can solve the andorra email list 24290 contact leads problem in one approach. It is step-by-step. Both the positioning of the personal brand and the company occurs according to this algorithm. What needs to be done?

Draw a portrait of the target audience , identify pain points – needs, fears.
Study competitors , their offers, determine whether their product solves the target audience’s problems.
Create a unique selling proposition (USP) based on certain characteristics that would distinguish the brand from others. A good USP draws attention to the product in a split second.
Develop a roadmap: choose the type of positioning, determine the paths to get into the consumer’s basket.
Types of brand positioning
Positioning is divided according to several parameters:

Attribute . Offering unique features, characteristics of the product (energy in Reb Bull).
Benefit . The consumer is looking for it. This type will help to highlight and emphasize the benefit. Like safety at Volvo.
Categories . Especially appropriate when entering the market, introducing an innovative product. There is a chance that the brand will become a household name - like Xerox, which became Xerox.
Consumer . Direct appeal to the target audience, offering a solution developed specifically for them. “For those who do”, Lenovo.
Price . Suitable for a niche with high competition. You can focus on a lower cost or a higher one, but for the corresponding quality.
Prestige . Luxury goods/services. Tiffany, as well as Rolex and Porsche, have successfully positioned themselves – consumers strongly associate them with luxury.
Competitor . The brand is in opposition to its competitors and is not afraid to emphasize it. Like Burger King to McDonald's.
Types of brand positioning

Cooperation with Fractus: benefits
Developing brand positioning is not an easy task. It can be solved by enlisting the support of professionals – the Fractus company.

The approach to work is comprehensive. Our rules include engaging several specialists, because the task is not designed for one person. We have a fully formed staff, and there will be performers for the task (as tools, programs, equipment). We will select and launch the type of positioning that will best suit your brand.

The cost is individual – it depends on many factors, for example, the presence or absence of marketing research, the volume of necessary branding work, etc. But in any case, we will agree. Call! Let's cooperate! Set a task – and wait for a unique solution: Your brand will become close and necessary to the consumer.

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