From the experience of buying in-store to the first impression of your website, every interaction contributes to your brand positioning.
You should always actively position your brand. Why? Well, your customers will still form an image and opinion of your company based on these interactions even if you don’t… And not a good one.
That’s why brand positioning is so important.
It can be a super-effective tool to increase market share and boost customer retention if deployed consistently and strategically across your digital and offline channels.
What Is a Brand Positioning Strategy (and Why Do You Need One)
A brand positioning strategy is a defined plan of action. This creates a unique impression in your customers’ minds that differentiates your brand from your competitors.
It can include a combination of pricing, packaging, and offline and digital branding initiatives. It encourages customers to perceive your brand as desirable, memorable, and different.
Taking control of your branding can be a crucial driver of business performance:
- 89% of shoppers are more loyal to brands that share their values
- Consistent branding across all channels can boost revenue by up to 23%
- 77% of B2B marketers state that branding is crucial for business growth
So what does a branding strategy involve, and how do successful companies use it as a catalyst for growth?
Let’s take a look at some examples.
4 Powerful Brand Positioning Examples
User-Generated Content (Airbnb)
Back in 2014, Airbnb recruited Jonathan Mildenhall from Coca-Cola and embarked on a new brand positioning strategy.
They placed the customer at the heart of the brand and capitalized on the explosion of user-generated content on social media. Rather than expensive glossy advertising, Airbnb lets its customers tell their stories and build the brand through word-of-mouth marketing.
The Airbnb Instagram feed is full of user-generated content. Customers from around the globe share their experiences and images of using the service. This lends an authenticity to the Airbnb brand that its competitors can’t replicate.
Storytelling is so integral to Airbnb’s brand positioning that it has an entire section dedicated to “Stories from the Airbnb Community” on its website. The customer is central to the Airbnb brand.
Create authentic storytelling content to position your brand. Stories are a powerful way to communicate with your customers and form a memorable connection. You can leverage user-generated content like Airbnb or craft brand stories about your history, mission, and values.
Strong Brand Values (Nike)
In an ultra-competitive market, Nike has used brand positioning to gain a massive 93% share of the basketball shoe market:
Share of the U.S. basketball shoe market in 2015:
Nike has achieved this dominance by selling more than a product. It sells positive emotions like aspiration, confidence, and empowerment.
If you watch a Nike commercial, you’ll notice the actual product barely features. From the name Nike (Greek goddess of victory) to the tagline (just do it), messaging is focused on getting consumers to associate the brand with motivation, winning, and taking a stand.
Nike’s sponsorship deals with some of the most successful athletes in the world builds on this concept, strengthening the brand image.
Aligning your brand with your values can help you to forge a strong connection with your customers. We like to think of ourselves as rational beings. Yet, emotions play a huge role in how consumers perceive brands and choose products.
Product Localization (IKEA)
IKEA is an excellent example of a company that has maintained brand consistency across multiple markets but isn’t afraid to localize. All around the globe, IKEA keeps the customer experience consistent through its store layout, logo, and even its famous Swedish meatballs.
But there are areas where IKEA switches up its branding to cater to local consumers. For example, before IKEA launches in a new market, they invest heavily in consumer research.
Researchers conduct thousands of interviews to gain insights into the preferences of local consumers so they can tailor the IKEA experience to the market.
In China, the idea of self-assembly that is synonymous with the IKEA brand is unappealing. The average Chinese consumer is used to employing handypersons to carry out DIY work. To overcome this challenge, IKEA localized its products and service by enlisting local assembly companies that construct and deliver the furniture for an additional fee.
As a result of its brand positioning, IKEA increased its market share in China, opening 28 stores as of 2019:
Be flexible and put the needs of your customers first, but maintain consistency through your branding. You can tailor your products and services to the needs of your audience but don’t lose sight of the things that make you different.
Customer Experience (Apple)
Apple is a success story built on customer experience.
The customer experience is a priority through every aspect of the buyer’s journey, from the sleek design and packaging to customer care and the in-store Apple genius bar.
Every aspect of the experience is designed to position the brand in the mind of the consumer. As a result, Apple regularly tops consumer surveys for best shopping experience:
By building a community around the brand and delivering exceptional customer service that goes beyond anything offered by competitors, Apple is able to successfully occupy the premium end of the market across every product it sells.
Apple is a great example of how customer experience can be used to position your brand and gain a competitive advantage. By taking ownership of the customer experience, you can create a buying experience that your customers want to repeat over and over again.
Successful brands fuel growth by influencing how consumers perceive them. They become more than just a product or service.
If you don’t take ownership of your brand positioning, you can easily fall into the background and let your competitors define the market.
You need to be bold and take control.
If you need some help communicating who you are, what you do, and what you stand for, schedule a call with the marketing fanatics here at Ogno. We’ll develop a marketing strategy that gets you found online and helps you stand out from the crowd.