Complete Guide to Brand Positioning

Brand positioning is a way for a business to be better known by the audience because it stands out from the competition. Through brand positioning, businesses will find it easier to market their products and increase their sales. 

Because, the audience has remembered the brand with a unique impression. Take Kopiko as an example of brand positioning with the tagline ‘Kopiko, Gantinya Ngopi!’. Kopiko is also a pioneer of coffee candy in Indonesia. 

That is why brand positioning is very important for your business. So, how to position your business brand properly so that customers are interested? Let’s Get to Know Brand Positioning and Its Application in Branding Strategy first. 

For a more complete explanation, see the following information!

Understanding Brand Positioning

Brand positioning is a strategy to position a brand to get a special place in the minds of customers and the market. More precisely, you need to create a unique impression to create a place to remember the brand in the minds of customers.

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In brand positioning, you need to make sure that your business offers something clear, specific, and different from your competitors. This is also a way to make the audience more familiar with your business. In short, as brand awareness. 

If implemented effectively, your business can be easily distinguished from competitors in the market. The way to distinguish your business brand from other brands can be based on price, convenience, to the quality of the business product. 

Benefits of Brand Positioning

It is not enough to just understand what brand positioning is, let’s continue by finding out its various benefits for your business:

1. As Market Differentiation

Through uniqueness in brand positioning, you can have a differentiating factor from competitors in the market or more simply ‘differentiation’. This is what helps your business stand out, both in the minds of customers and in the market. 

Especially with brand attributes and strong and unique selling propositions. Customers will remember your business brand more in their minds. 

2. Increase Conversion and Sales

Conversion and sales are the main objectives of brand positioning. Factors such as brand identity, effective communication, and relevant offers b2c phone list according to audience needs can also be optimized with brand positioning. 

Businesses also find it easier to achieve sales targets, making expansion into new markets possible. 

3. More Competitive 

Brand positioning is a method that requires businesses to highlight the strengths and core values ​​that the business has. The positive impact is that your business is more consistent in achieving various targets.

For example, higher sales, building a community of loyal customers and new customers, increasing market share, and increasing revenue. 

4. Facilitates the development of pricing strategies

Brand positioning can make it easier for businesses to develop pricing strategies. Especially if you have met product quality standards and explained it through brand positioning. 

Price differentiation with competitors is a powerful costa-rica mobile phone numbers list form of brand positioning. Provided that you also offer equivalent value in the form of product quality to customers.

So, even if your product price is higher, it will not matter as long as the quality that the business offers is equal. The price will be more reasonable.

5. Increased Business Creativity

In a highly competitive industry, there are too many businesses selling similar products to similar target audiences.

However, brand positioning is a way to ensure that your business is different through its uniqueness. Therefore, innovation is one of the elements in brand positioning that you need to include in your business strategy. 

You will also be known as a creative brand because you bring something that has never been done before. 

Brand Positioning Strategy

In order to strengthen your business position in the market, you need to emphasize what your business brand positioning is through the various strategies below:

1. Identifying Business Status and Competition

If your business brand is an established player in the industry, then first identify the current position of the brand. Conduct an analysis to find out whether your business brand positioning is really working effectively. 

Also analyze whether the brand positioning helps you achieve your business targets and goals comprehensively. If it turns out that the analysis refers to negative results, you must find the gaps that are the shortcomings of the current business brand positioning. 

Check if your business needs to re-position its brand for future effectiveness. Then, you also need to identify competitors whose existence threatens your business.

You can take analysis from the core values ​​and strengths of the competitors. Including how they offer products and services to their unique selling propositions.

2. Know Competitor Brand Positioning

Brand positioning is something you need to understand from your competitors. Find out what their vision and mission are up to the fundamentals of the business they embrace. 

By understanding the competitor’s brand positioning, you can learn how to produce something distinctive and unique for your business. Your business will be superior to various competitions in the market. 

3. Recognizing Business Uniqueness

Next, do a deep introspection of your business. Find and recognize what your core values, fundamentals, strengths, long-term visions, business value propositions, and the distinctive features and attributes of your business are. 

These things are what will make your business unique from competitors who offer similar products or services. 

4. Forming a Unique Proposition in Sales  

The next step after knowing the uniqueness of the business for brand positioning is to form a selling proposition that is also unique. 

The formation of the proposition needs to involve various aspects. Starting from the purpose, features, attributes, brand strength, to its core values. These various aspects will become a brand identity with its own characteristics and uniqueness. Both for customers and the market. 

5. Determine the Business Message

You also need to have a message that you want to express in your brand positioning. In addition to your vision and mission, determine the slogan or tagline of your business brand. If possible, also associate it with your brand’s official logo. 

Make sure the message in the slogan or tagline is clear and unique, adjusting the nature and attributes of the brand. In short, adjusting your business’s personal branding.

Successful Brand Positioning Case Studies

Discussing brand positioning examples is a must if you want to understand the importance of brand positioning for your business. An example of a brand in Indonesia with strong brand positioning is Janji Jiwa. 

The coffee shop brand is one of the most popular in Indonesia, despite the mushrooming coffee shops. This is certainly thanks to its successful brand positioning. 

Janji Jiwa applies a concept called ‘Coffee from the Heart’. This brand prioritizes the experience and taste of drinking coffee that is similar in hundreds of its branches in various regions. This is also supported by creating various drink variants. 

In hundreds of its branches in various

The concept successfully brought Janji Jiwa to various awards. Some of them are the ‘Top Brand Award Coffee Cafe 2020-2022’ and the MURI award for the fastest growing coffee shop in just 1 year. 

Janji Jiwa’s brand positioning successfully emphasizes its orientation towards the unique and enjoyable coffee drinking experience and taste for its customers. 

You now understand that brand positioning is an essential thing that every business needs to have. To strengthen your brand positioning, trust Dreambox ‘s Strategic Branding service ! 

Your business will get guidance from professionals so that brand positioning can increase conversion. For consultation and direct access to the Dreambox team, contact us now!