Four Different Types of Brand Positioning Strategies
As both marketers and consumers, we are constantly bombarded with advertisements and marketing messages from various brands. With so much noise in the market, it can be super difficult for companies to stand out and capture our attention. Some marketers may be wondering, “how do I buy TikTok followers?” Well, answering this question isn’t enough. This is where brand positioning comes into play – it’s the art of creating a unique identity that sets your brand apart from competitors. In this blog post, we’ll explore four different types of brand positioning strategies that can help businesses carve out a distinct niche in their industry and connect with their target audience on a deeper level.
Rather than simply stating what your product does, value-based positioning focuses on how it can improve your customers’ lives. Value-based positioning is all about highlighting the benefits that brands want customers to expect and receive from using a particular product or service. This strategy emphasizes the value of what you’re selling, rather than just its features or pricing. By identifying the pain points that customers are experiencing, companies can position themselves as the solution to those problems. One example of a successful value-based positioning campaign is Apple’s “Think Different” slogan.
Features-based positioning is, on the other hand, a strategy that focuses on the special, unique features and capabilities of the product or service to differentiate it from its competitors. This means highlighting specific attributes, functionalities, performance metrics, or materials used in production. A perfect role model for this positioning is Nike’s Air Jordan sneakers which have been marketed based on superior comfort and durability. These shoes cater to athletic individuals who want a blend of style and functionality.
Problem and Solution Based Positioning
We all know that brands need to identify problems faced by their target audience. And if they can focus on one problem, then position themselves as the solution to that problem, that becomes the problem and solution based positioning. This type of positioning involves understanding your customers’ pain points and offering solutions that differentiate you from other competitors. To implement this strategy effectively, brands must do thorough research on their target audience’s problems and frustrations. The brand can then tailor its messaging to showcase how it solves those issues effectively.
Last but not least, this is a brand positioning strategy that associates the product or service with the customer’s lifestyle. This type of positioning reflects how a particular brand can fit into and enhance the target audience’s way of life. This approach involves tapping into customers’ values, interests, activities, and hobbies to create a brand identity that resonates with them on an emotional level. Lifestyle brands aim to become part of their consumers’ daily routines by offering products or services that align with their personal preferences. For instance, Nike has successfully adopted this strategy by creating athletic wear for people who value fitness as an essential aspect of their lifestyle.
Brand positioning is an essential aspect of marketing that helps businesses differentiate their products or services from their competitors. Value-based positioning, features-based positioning, problem and solution-based positioning, and lifestyle positioning are among many different strategies that big brands use for their positioning.