Create a difference – What are good brand positioning examples?

“Products are made in the factory, but brands are created in the mind” – Walter Landor 

 

What pain points my customers have? Are they willing to buy my product rather than our competitor’s? What attribute I should leverage upon so that they come to me?

 

These are just a few questions that your firm might be thinking of before the launch of a new product in the market. This is where brand positioning plays a pivotal role. 

 

What is strong brand positioning?

 

It is something (maybe conceptual) what customers perceive about your brand. It is how successfully your brand is positioned in their conscious or subconscious mind. This also matches with the core values of a company. 

 

For example, my brand positioning statement is “I sell the best athlete shoes”. Now, there are so many sellers in the market who sell better shoes than you. So, what is the difference between you and them? 

 

Revised brand positioning statement – “More grip, better comfort”

 

This has a good positioning stand now because I am different from others for the quality of soles our company makes. For an athlete, it will be the best choice because it gives more grip and is very comfortable.

 

There are tons of brand positioning attributes you can play on but here I would discuss a few that just condemned customers to think “brand name” whenever a category was discussed.

 

“We guarantee 800 sprays – No gas”

 

Fogg is a brand of Indian company Vini Cosmetics Pvt. Ltd. which positioned its brand by giving assurance on quantity rather than just quality. It guarantees more sprays per bottle which is different from gas deodorants. This makes it easier for the customers to remember just one line while making a purchase – No gas, only do. 

 

“Daily discounts, daily savings”

 

Dmart retail chain in India positioned its brand by giving plenty of discounts to the customers because they knew that while making any purchase, a customer wants to pay less and get more things in their shopping bags. The low price model is similar to that of Wal-mart in the USA which appeals to the largest consuming cohort.

 

“We sell the safest and eco-friendly cars”

 

Tesla positioned its brand by making the air less polluting and making your long drives less jerky indeed. This is not it, you can have a refund if you don’t like their car. Just browse your favourite model, order it and enjoy the seamless experience of driving. Also read their “return policy” – Yeah! Now, that’s great.

 

“Just 2 minutes – Taste bhi health bhi”” 

 

Nestle’s Maggi, 2-minute noodles, positioned its brand by creating convenience as a powerful tool. Everyone would like to make a tasty meal in 2 minutes. This gained more preference in the student segment because for them this was the easiest recipe at hand.

 

The list of brands is endless but customer’s pain points are endless too. The more you understand your target segment, the more strong positioning will be.

 

Please share your views/suggestions in the comment section and get in touch if you have a knack for branding too. Also, give a thumbs up to the blog post.

 

Keep branding! Happy learning!