Types of Brand Positioning Strategies
One of the essential steps in any company is to determine the positioning of its brand, products, services or company itself, to create a digital marketing or traditional marketing plan and an action plan focused on the desired positioning strategy.
To know what the positioning strategy you should follow in your project, you must learn what is the positioning of a brand, what types of positioning strategies can we find in the market and how to determine the global positioning strategy of the company, to go with lead feet with our subsequent marketing actions.
Another aspect that we should study is how not to make the typical positioning mistakes that many businesses make, and so, in the end, I will tell you what they are so that you do not fall into them without having heard of them.
What is the positioning of a brand?
Positioning is about the image that the company occupies, brand, product or service in the minds of consumers.
The objective that we will try to pursue is that the company occupies a clear, different and desirable place in the mind of any potential consumer concerning the competition, so it will try to differentiate itself.
Therefore, differentiation is a fundamental element in the positioning of a company, since being the same as others do not provide any competitive advantage.
In short, the positioning of a brand in the market is created through consumer perceptions of competitors.
And what do we want to achieve by positioning a brand, product, service or company?
Well, simple, manage to move from the current image to the desired image. The mission and vision of the company will come into play here.
The main analysis tool for positioning studies is the positioning maps, which we will see in the following points.
Types of brand positioning strategies
Positioning develops over time, so a series of associations that the consumer takes into account with the brand or company comes into play: benefits, an occasion for use, image, users, etc.
Therefore, there are different positioning strategies that companies or projects must take into account to know which one to choose or which one is best suited to them, always exploiting the competitive advantage.
I will name the different types of positioning strategies that we can find in the market.
1. Positioning based on an attribute
It focuses on a specific attribute or characteristic for your strategy such as size, security, design, age, etc.
An example of this would be Mercedes Benz cars, which offer technology, power, and safety.
2. Positioning based on the occasion of use or application
Here the purpose of the product, service or brand would be taken into account. For example, a bikini for bathing or an energy drink for athletes.
3. Benefit-based positioning
This would highlight the benefit that would have to use the product or service of the company, for example, a dishwasher that allows you to have more free time and not have to be scrubbing or a cream that will make you look younger and prettier.
4. Quality-centric positioning
The strategy would be based on focusing on the good quality offered by the company, communicating this in all the strategies and actions carried out.
5. Price-centric positioning
As in the previous one, instead of focusing on quality, it would be based on focusing on price and basing strategy, either on competitive and accessible prices, or high perceived as luxurious.
6. User-based positioning
It would take into account the profile of the target consumer in particular and making see-through communication to whom they are addressed very directly.
Performing marketing strategies with influencers in this type of positioning is a good way to reach the desired user profile for association with the brand.
7. Positioning based on lifestyle
This type of positioning strategy is based on the interests, customs and attitudes of potential clients to get the attention of our target. The example I am going to give is a vegan hamburger, for those who lead this lifestyle.
8. Competition based positioning
It’s about fully exploiting the competitive advantage by demonstrating why we are better than the competition. At this point we can position ourselves as leaders of the sector, that is, be pioneers in some aspect and keep it in time, or followers, who are the alternative to the leader.
How many times have we asked for a Coke and put a Pepsi in a bar? Have you thought that this could be Pepsi’s strategy? Be cheaper than the competition and that many establishments buy it.