Every market is crowded, and shouting about your features rarely cuts through. If your message doesn't land with the people you want to reach, it's noise.
I talked about positioning with Raul Hernandez Ochoa, founder of Do Good Work, on my podcast. This post covers the practical side: putting the customer at the centre, using data, and turning insight into a positioning statement. The full episode is linked at the end.
Customer-Centricity: It's All About Them (Not You)
Gone are the days when brand positioning was solely about trumpeting your features and benefits. Today's savvy consumers are way too bombarded with marketing messages to fall for that. What they crave is a brand that truly understands them.
Think about it:
According to a Salesforce research, 66% of customers say they expect brands to understand their unique needs and expectations.
Cone Communications report that 87% of people are willing to pay more for a brand that reflects their values.
The bottom line? Your brand positioning needs to be customer-centric. It should be built on a close look at your target audience's:
Needs and desires: What are their biggest pain points? What are they truly passionate about?
Values and beliefs: What matters most to them? What kind of world do they want to live in?
Behaviors and motivations: Why do they buy? What influences their purchasing decisions?
By understanding these important aspects, you can craft a brand positioning that resonates on an emotional level. You become more than just a product, you become a trusted partner, a brand that aligns with their identity and aspirations.
Data Drives Decisions: From Gut Feeling to Growth Engine
Sure, intuition is important. But when it comes to crafting a winning brand positioning strategy, data is your superpower.
Here's how data can amplify your efforts:
Market Research: Uncover valuable insights into your target audience's demographics, psychographics, and media consumption habits.
Competitive Analysis: Identify your competitors' strengths and weaknesses, and any gaps you can exploit.
Customer Feedback: Utilize surveys, social media listening, and customer reviews to understand customer sentiment and identify unmet needs.
By using data, you can move away from guesswork and build a brand positioning strategy that's backed by concrete evidence.
For Example: Let's say you're a running shoe brand. Through market research, you discover a growing segment of runners prioritizing comfort over speed. This data can inform your brand positioning, allowing you to focus on the superior cushioning and support your shoes offer, resonating with this specific customer segment.
Actionable Strategies: From Insight to Impact
Here are three actionable strategies to translate your customer insights and data analysis into a powerful brand positioning:
1. Define Your Brand Promise:
This is the core essence of your brand, the single, clear benefit you deliver to your customers. Think of it as your "why." Is it convenience? Innovation? Unmatched customer service?
Example: Dollar Shave Club's brand promise is all about "high-quality razors at a fraction of the price."
2. Craft Your Positioning Statement:
This concise statement summarizes your brand's unique value proposition and target audience. It's your elevator pitch on steroids.
Here's a simple template:
For [target audience] who [need/desire], [your brand] is the only [category] that [unique benefit].
Example: For busy professionals who value convenience, HelloFresh is the only meal kit service that delivers pre-portioned, chef-designed recipes straight to your door.
3. Develop a Messaging Framework:
This is your brand's voice, the way you communicate your positioning statement across all touchpoints. Here's what it should encompass:
Messaging pillars: These are the key themes that reinforce your brand promise and positioning statement.
Brand tone and personality: Is your brand playful and quirky, or sophisticated and authoritative? Define the voice that resonates with your audience.
Messaging hierarchy: Prioritize the key messages you want to communicate first to ensure clarity and focus.
By establishing a consistent messaging framework, you ensure your brand speaks with one voice across all platforms, further solidifying your position in the market.
Owning Your Space in the Future of Brand Positioning
The marketing landscape is constantly evolving. To stay ahead of the curve, consider these emerging trends in brand positioning:
Purpose-Driven Brands: Consumers are increasingly drawn to brands that stand for something bigger than themselves. Align your brand with a social or environmental cause and authentically communicate your commitment.
The Rise of Communities: Build a sense of community around your brand. Build relationships with your customers, engage them in conversations, and make them feel like valued members of a tribe.
The Power of Personalization: Use data and technology to personalize your marketing messages and experiences for each customer.
By embracing these trends, you can future-proof your brand positioning and ensure it remains relevant and impactful in the years to come.
Related reading: The Brand Strategy Recipe That Makes The Right Customers Choose You, How Increasing Brand Awareness Lowers Your Marketing Costs and A Deep-Dive into Some of the Best Brand Strategy Quotes of All Time
Final words
Positioning isn't a one-time exercise. Revisit your customer insights, watch the market and refine as you go.
Raul and I went through how positioning works with real examples. Listen if you're working on yours.
