Brand Positioning – What It Is and How to Utilize It

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Customers perceive a business to be good or bad based on the way that company has positioned their brand. So what is brand positioning and how can you use it? Here’s a comprehensive guide.

What Is Brand Positioning?

Brand positioning is the way a company presents itself to its potential customers. Things like logos and benefits help a company show their ideals. Brand positioning changes the way consumers perceive a company. It further entices them to return as staunch advocates.

An image of a brand logo.
Brand positioning shows a company’s values.

Now that you know what brand positioning is, you’ll likely want to optimize your own company’s brand positioning strategy. Here are three important details to remember.

Maintain Visual Integrity

Whether it be digital logos, flyer pictures or photos in the newspaper, companies succeed with brand positioning through maintenance of visual integrity. Visual integrity is achieved when a company is committed to continuously re-evaluate logo imagery and other graphics throughout campaigns. It is also achieved when an organization finds the correct tools to help maintain visual integrity.

The first step is finding images that accurately portray the values of the company and reach the right type of audience. The second step is upholding the chosen images through software capable of resizing and recreating them. Finding images that represent your company involves storing a lot of media during projects. For this reason, a digital asset management (DAM) is crucial. DAM not only organizes and centralizes your saved images but it also lets you browse them in a sophisticated manner due to its utilization of metadata.

Building blocks that say Brand.
Visual integrity is crucial to brand.

Offer Unique Products and Presentations

Companies avoid stagnation with brand positioning by paying close attention to whether or not their ideas or products are unique. This involves research into numerous campaigns and advertisements currently available on the market. Will the message be fresh to audiences? Will the product be different than what they’ve already seen? Keep these questions in mind during research.

As the market changes, companies position their brand to keep up with these changes. Though certain images and products can remain unchanged, surrounding factors should evolve. An example of this is a logo that remains the same but the meaning behind it and the products that are sold behind it change. Be aware of the many ways brand positioning evolves.

A brand blackboard.
Unique products are key to brand positioning.

Fulfill Relevance to Target Market

Brand positioning ensures a company reaches the right audience with each decision. Things like statements, taglines and other ways companies express themselves need to stay relevant to particular markets. Throughout the entire process, fundamental brand management ideals need to be at the forefront of each campaign.

Sometimes the target market is a subdivision of the main audience. Accordingly, brand positioning should deal with attracting a smaller niche group of the target audience. Targeting this market necessitates changes in positioning, but the underlying fundamentals of the brand should stay intact.

In so many ways, branding changes the way consumers see a business. The best way to handle this reality is position your brand to let audiences see what your company stands for.

Casey Schmidt – Content Manager and Industry Expert | Canto

Casey Schmidt is a content manager at Canto who enjoys taking complex subjects and making them easy to understand for readers.