Welcome to Part 5 of our Startup Branding Guide. Building on our exploration of brand personality, we now turn to brand positioning, a critical component that determines how your brand is perceived in relation to competitors in the consumer’s mind.
Brand positioning is the act of designing a brand’s offer and image so that it occupies a unique and valued place in the customer’s mind. It’s about identifying and attempting to own a market niche for your brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition.
There are several crucial components that contribute to effective brand positioning:
A brand positioning statement encapsulates the essence of your brand’s positioning in a concise manner. Here’s a template:
For [Target Audience], [Brand] provides [Brand Promise] because [Reason to Believe]. Unlike [Competitors], [Brand] offers [Competitive Differentiator].
Filling this out provides clarity and direction for all your branding efforts.
Positioning your brand effectively means capturing a unique space in the minds of your target audience. It’s not just about being different; it’s about being different in a way that’s valuable to your audience.
In the upcoming post of our series, we’ll delve into the visual components of your brand: logo design, color schemes, and typography. Stay with us on this branding journey!
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