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What is positioning – an overview

What is positioning – an overview

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Positioning is defined by the Business Dictionary as a marketing strategy aimed at placing a brand in the consumer’s mind in a distinct position relative to the competition. In their book, “Positioning the Brand: An Inside-Out Approach”, Rik Riezebos and Jaap van der Griten describe positioning as highlighting the characteristics of a brand that are relevant to the target audience and differentiate the brand from those already on the market.

Brand positioning

Positioning does not primarily focus on the product or service you offer, but on the consumer. Your product must have a clearly defined image in the consumer’s mind, distinct from other similar products, with a set of characteristics that make it unique. That’s why the term “product positioning” is somewhat misleading. In practice, it is not the product itself that changes during positioning, but its image, packaging, name, etc.

What’s important is that the brand you represent creates new associations in the consumer’s mind, making them resonate with what your organization does. As Simon Sinek said, people don’t buy what you do, they buy why you do it.

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Segmentation, targeting, positioning

Creating something that doesn’t exist in the consumer’s mind is very difficult, given that their mind is oversaturated with information. That’s why segmentation is a crucial step in the positioning process. Consumers are so diverse, with such varied expectations, that it’s difficult to position a product for a very broad audience. But if you choose a target audience—a group of consumers who share the same values—and address them directly, it becomes much easier to make them resonate with your brand and product.

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Communication

Perhaps the most important aspect of positioning is communication. In the information age, the consumer holds the power. Messages are increasingly shorter and more focused. To position a brand correctly, your message doesn’t necessarily have to be new, but it must attract the consumer. Less is more. The volume of communication is the number one enemy of positioning. That’s why when choosing your communication strategy, when doing segmentation or positioning, you need to see everything from the consumer’s perspective. In this context, all questions about your brand start with “why.” The message you convey to the consumer must, in fact, answer this question. If you succeed in doing so, you ensure a strong brand positioning in the market.

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Positioning – an exercise that must start with analysis

To achieve effective brand positioning in the market, you need to know your audience (consumers) very well, as well as your competitors. Perhaps the most powerful concept in marketing, positioning differentiates similar products, influences the consumer’s mind in favor of the product, and ensures a strong brand image in the market.

Sources:

Positioning – The battle for your mind, Al Ries, Jack Trout

Positioning the brand: An inside-out approach, Rik Riezebos, Jaap van der Griten

Start with Why: How great leaders inspire everyone to take action, Simon Sinek

Article author – Andreea

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