Various Stages of Brand Positioning and How to Do It!

Brand positioning is the process of positioning a brand in the minds of the target market and distinguishing it from other brands. This helps brands understand how they are seen and understood by the market, and how they can differentiate themselves from competitors. So you need to understand how to do brand positioning.

In this article, we’ll cover the stages of brand positioning in detail and provide some ways to do it successfully. If you want to make sure your brand position is strong and defined, then read this article till the end!

What is Brand Positioning?

Brand positioning is the process of building a brand identity and perception that is unique and different from competitors. This helps brands understand how their customers perceive the brand and allows brands to differentiate themselves from competitors.

In addition, brand positioning is an important part of marketing strategy because it helps brands understand and build brand perceptions in the minds of customers. This helps brands build brand preferences and helps customers make informed shopping decisions.

The brand positioning process involves market analysis, target market identification, competitor analysis, Unique Selling Proposition (USP) determination, strategy and tactic development, implementation, and evaluation.

What is the Purpose of Brand Positioning?

The purpose of brand positioning is to build a brand perception and identity that is unique and different from competitors. This goal helps brands understand how their customers perceive the brand and allows brands to differentiate themselves from competitors. Here are some of the main goals of brand positioning:

• Build strong customer loyalty through positive brand impressions.
• Build a good brand reputation and increase brand preference.
• Help customers make informed shopping decisions.
• Differentiate the brand from competitors and make the brand appear more attractive to customers.

Through achieving these goals, brand positioning helps brands build a larger market share, increase sales, and improve profitability.

What are the Stages of Brand Positioning?

Here are some stages of brand positioning, namely:

1. Market Analysis

The market analysis stage in brand positioning is the process of understanding the brand’s market, customers and competitors. Key steps in this stage include customer studies, competitor analysis, and identification of customer needs and expectations.

In customer studies, brands collect data about the demographic profile, behavior and motivation of their customers through methods such as surveys, interviews or focus groups. Competitor analysis helps brands understand how brand competitors market their brands and how brands differentiate themselves from competitors. Identifying customer needs and expectations helps brands understand how their customers perceive the brand and how brands can meet customer expectations.

The results from the market analysis stage will help brands understand their market and target market. Brands can develop more effective brand positioning strategies and meet customer needs and expectations. By understanding the market and target market, brands can focus their marketing and ensure that they meet the needs and expectations of their most important customers.

2. Identification of Brand Value and Uniqueness

The first step in identifying brand value and uniqueness is conducting a brand study. It involves research into the history and philosophy of the brand, the products and services offered, and how the brand is connected to customers. This study helps determine what differentiates the brand from competitors and how the value and uniqueness of the brand relates to the target market.

Next, you can conduct a customer survey. This customer survey helps determine what is important to customers and how the brand is perceived by customers. This helps determine how the brand should be positioned to meet customer expectations and differentiate itself from competitors.

3. Target identification

The target market identification stage in brand positioning is the process of determining which market segments will be the target of brand marketing. Important steps in this stage include market segmentation, customer profile definition, and target market determination.

Market segmentation helps brands divide the market into different segments based on customer characteristics. Brands determine their target market by selecting the segment that has the greatest marketing potential. Defining a customer profile helps brands understand the demographic characteristics, behavior and motivations of the customers they will target.

Determining the target market is the final step in identifying the target market. Brands determine their target market by prioritizing the segments that have the greatest marketing potential and meet the expectations and needs of their customers. By defining a target market, brands can focus their marketing and ensure that they meet the needs and expectations of their most important customers.

4. Competitor Analysis

The competitor analysis stage in brand positioning is the process of understanding how brand competitors market their brands and how brands differentiate themselves from competitors. Important steps in this stage include identifying competitors, analyzing competing brands, and comparing competing brands with the brands to be positioned.

Brands identify their competitors by understanding how other brands market similar products and services. Brands analyze competitor brands to understand how competing brands differentiate themselves from other competitors, understand competitor brand marketing strategies, and understand how competitor brands meet customer needs and expectations.

By understanding competitors and how brands can differentiate themselves from competitors, brands can create more effective brand positioning strategies and meet customer needs and expectations.

5. Determination of Unique Selling Proposition

The stage of determining the unique selling proposition (USP) in brand positioning is the process of determining what differentiates a brand from competitors and is the reason customers choose that brand. Key steps in this stage include determining brand uniqueness, understanding customer needs and expectations, and ensuring that USP meets customer needs and expectations. Brands understand customer needs and expectations by analyzing data and conducting customer research.

By ensuring that USPs meet customer needs and expectations, brands can ensure that they have a strong position in the market and have strong reasons for customers to choose that brand. A strong USP helps brands differentiate themselves from competitors, meet customer needs and expectations, and make brands more attractive to customers.

6. Development of Strategy and Tactics

The strategy and tactic development stage in brand positioning is the process of determining how the brand will market the brand and position the brand in the market. Brands define target markets by understanding customer needs and expectations and determining how the brand will meet customer needs and expectations. The brand determines USP by determining what differentiates the brand from competitors and is the reason customers choose the brand.

In addition, the brand determines how the brand will market the brand by understanding how the brand will position the brand in the market, understanding how the brand will differentiate itself from competitors, and understanding how the brand will meet customer needs and expectations. Effective marketing strategies and tactics help brands to position their brands firmly in the market and meet customer needs and expectations.

7. Implementation and Evaluation

The implementation and evaluation stage in brand positioning is the process of implementing the strategies and tactics that have been determined and evaluating the results of these strategies and tactics. Important steps in this stage include implementing marketing strategies and tactics, monitoring and evaluating results, and making changes if needed.

The brand implements marketing strategy and tactics by ensuring that the brand has a clear plan for executing the marketing strategy and tactics and ensuring that all parties involved in the marketing process understand how the brand will market the brand.

Monitoring and evaluating results helps brands ensure that marketing strategies and tactics are effective and meet brand goals. Making changes when necessary helps brands ensure that they are always adapting to changing markets and meeting customer needs and expectations. Effective implementation and evaluation helps brands position their brands firmly and meet customer needs and expectations.

How to Do Brand Positioning?

As for how to do brand positioning, namely:

1. Apply Brand Awareness

The first way to do brand positioning is to implement brand awareness. To carry out brand positioning by prioritizing brand awareness, it is first necessary to determine the target market and analyze competitors. Identify the uniqueness of your brand and establish a clear brand position in the market. Use marketing and communication strategies to introduce the brand and its position to the target market and ensure consistency with the brand’s position when marketing its products and services.

Maintaining brand awareness helps ensure that the target market remembers and recognizes your brand consistently. This helps to build a strong brand image and maintain the brand’s position in the market. Evaluate and adapt where necessary to ensure relevance and effectiveness.

2. Create a Strong Key Message

The next way to do brand positioning is to position your brand in the market. This is done by differentiating and making the brand stand out from competitors. Creating strong key messages is one of the most important steps in this process.

To carry out brand positioning by creating a strong key message, it is first necessary to determine the target market and analyze competitors. Identify the uniqueness of your brand and establish a clear brand position in the market. Then, focus on key messages that describe the brand’s positioning and set the brand apart from competitors. Make sure this message is clear, consistent and implemented in all brand communications and marketing.

Creating a strong key message helps maintain brand focus and ensures that the brand’s key message is clearly received by the target market. This helps to build a strong brand image and maintain the brand’s position in the market. Evaluate and adapt key messages as needed to ensure relevance and effectiveness.

3. Focus on product/service capabilities

The last way to do brand positioning is to focus on the capabilities of the product or service. This is done through identifying and communicating the unique values ​​attached to the brand. Focusing on strong product/service capabilities is one way to do brand positioning.

To carry out brand positioning with a focus on product/service capabilities, companies must identify and understand the salient product/service capabilities. Then, they must ensure that those capabilities are communicated clearly and effectively to their target market. This can be done through advertising, publicity or other promotions that emphasize the merits of the product/service.

After communicating, the company must ensure that the product/service always meets consumer expectations and standards. This can be done through efforts to maintain quality and ensure that products/services consistently meet consumer expectations. Through continuous efforts to meet consumer expectations and ensure product/service quality, companies can build and maintain a strong and trusted brand position in the minds of consumers.