The art of crafting a winning brand positioning strategy

Mar 25, 2024 | Publications

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Establishing a strong brand positioning strategy is crucial for companies looking to capture their target consumers’ attention and loyalty. A well-crafted brand positioning strategy can pave the way for exponential growth and set a brand apart from its competitors.

Brand positioning is all about identifying and owning a unique space in the minds of consumers. It’s about shaping perceptions and defining what a brand stands for in the eyes of its target audience. Successful brands are those that go beyond merely offering functional benefits; they connect with consumers on a deeper, more emotional level, providing powerful meaning and a sense of belonging.

To bring a brand positioning strategy to life, it is essential to immerse and discover insights that will inform the process. This involves delving into fundamental attitudes, behaviours and needs related to the category, unpacking core brand values, and assessing competitive advantages. Through workshops and creative exercises, brands can generate key elements of the positioning wheel, articulating a brand concept that encapsulates the emotional consequence of delivering the brand promise to consumers.

Central to the brand positioning strategy is understanding the human insight behind the product promise. By identifying the unique character of the brand and its distinctiveness, companies can define their calling and reason to exist in the market. This authenticity is what sets brands apart and drives memorability among consumers. Moreover, the brand’s commitment to enriching and enhancing the lives of its target audience through meaningful experiences is crucial for building a lasting connection.

The process of developing a brand positioning strategy requires a diverse team, blending deep experienced senior practitioners and specialists across various domains. By putting the human at the centre of the positioning exercise, companies can bring years of expertise in human insights and brand building to the table. Using an agility and actionability-driven engagement model ensures a co-creative process that involves multiple stakeholders, including clients, consumers, domain experts, and in-house teams.

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Case studies can also help provide real-world examples of the impact of effective brand positioning strategies. One such case study we worked on involved creating a new proposition for a market-leading feminine care brand. By leveraging media semiotics, expert interviews, and consumer insights we were able to drive a successful brand relaunch. Another example is our work on the strategic positioning of packaged green tea in a competitive beverage market, resulting in a significant dent in the overall beverage category that was crowded with black tea and coffee brands.

Crafting a winning brand positioning strategy is a multidimensional process that requires a deep understanding of consumer insights, brand values, and competitive landscapes. By immersing in the consumer’s world, conducting workshops to generate key elements of the positioning wheel, and leveraging a diverse team composition, businesses can create a brand positioning strategy that resonates with their target audience, drives engagement, and sets the stage for long-term success.

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