It is time to choose the best brand positioning strategies for your brand, now that you have analyzed your brand, target group and the competition. However, there are about a dozen different positioning strategies to choose from. By reading this blog post, you will learn four of my favorite brand positioning strategies for helping your company grow.
1. Positioning strategy based on your brand’s core competencies
This first strategy is an organization-based strategy. It is based on the strengths of your company or brand. If you can provide products and/or services like no other company in your industry, this is your go-to brand positioning strategy. Your company’s strengths might come from the technologies, internal processes or work methods you use. The skills and expertise within the organization are vitally important as well.
In my opinion, the latter is a particularly under-utilized positioning strategy in marketing agencies. Although they are good at describing the benefits of their services, they could validate them by introducing the skills, expertise and experience that their employees have. This would be a relatable human-oriented approach that creates trust and authority around their services.
2. Price-based brand positioning strategy
This positioning strategy is based on the price of your products and services. For example, you might be able to provide “same for less”. This means that you can offer the same benefits as your competitors, but at a lower price point. You could also offer “less for less”. This means that your products and services provide more affordable alternatives than your competitors.
A great example of “same for less” positioning is Suitsupply, a Dutch multinational high-end clothing brand. They offer luxury clothing, such as suits, at competitive price points. They are able to do this because they buy their fabrics from Italian mills, run their own factories and deliver the products straight to their stores. Therefore, they have cut all the middlemen out of their supply chain. This is a combination of an organization-based and price-based strategies. A strategy like this helps Suitsupply differentiate as a competitively priced luxury brand.
3. Positioning strategy based on your brand’s mentality
This strategy is based on what your brand or organization stands for and how you do things in your company. The purpose of this positioning strategy is to tap into the minds of your target group and help them identify themselves with the brand.
Tesla is a great example of this kind of brand positioning. In my opinion, the electric car manufacturer has been successful at relating to the ambitious and innovative people who want to change the world for the better. Owning a Tesla would help people like that to realize their identity and be a part of Tesla’s journey towards a more sustainable world.
4. Employee-based brand positioning strategy
This one relates strongly to the first strategy on the list. By showing the skills, expertise and experience of your employees, it is easier for the target group to trust your brand. More importantly, in my opinion, this approach helps strengthen your employer brand. By introducing your employees, their stories, experience and expertise in detail, it is a lot easier for potential employees to relate to your company. This would make your company a desirable place to work for.
All of these brand positioning strategies can be used individually or in combinations, which means that only the sky is the limit for making your brand stand out from the crowd.