What is brand positioning?

Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement.

Positioning creates a bond between the customer and the business. It’s that thought of the customer which’ll always stay in their subconscious mind and will make them recall about the company whenever they hear about any of its product or a particular feature which makes it stand out. Examples : Colgate is protective, Coca-Cola brings happiness, Woodland is tough and perfect for outdoors, etc

How to position your brand?

This case study of how Curves n’ Colors created a brand guideline for Hotel Roadhouse and translated it’s positioning onto multiple mediums: website, brandbook and other marketing materials, will give you a solid roadmap to position your brand better.

Step 1 : Know your business

As simple as it sounds, you need to figure out what it is that you are trying to accomplish as a brand. You need to have a clear business goal and clear set of priorities. This will be of major help while you formulate your positioning statement.

Step 2: Know your TG and competitors

Conduct brand research to identify what your target market is and the competitors in your niche. Knowing your competitors and your desired customers will help you identify strengths and weaknesses that you weren’t able to see before. On top of that, you will also learn the factors that the potential customers value the most.

Step 3 : Play on your strength

Your unique selling point is the strength of your brand. Drawing on the insights of your team, external perceptions of your firm and a new understanding of your competitors’ positioning, you will pick out characteristics that both set you apart from your competition and are valuable to prospective clients at the time they select a firm.

For example : Hotel Roadhouse’s unique selling point is it’s refined Newari architecture and design.The hotel is traditional in outlook but filled with the comforts of contemporary amenities.This is what separates it from its competitors.

Step 4 : Craft a Brand Positioning Statement

A positioning statement distills your key buying propositions into a short paragraph. It’s an internal document — because it is compact and it’s not intended to be used verbatim on your website or in your marketing materials. Instead, think of it as a source you can return to again and again when you need inspiration to describe your firm or persuade people to buy from you.

Example : The Hotel Roadhouse is a tribute to refined Newari architecture and culture. The exterior of the hotel is a reminder of the lavish lifestyle that Newar traders enjoyed in the 17th century. Centrally located, in the heart of tourist district Thamel, the hotel is filled with the comforts of contemporary amenities.

Step 5 : Implement your positioning

Your brand positioning statement should be reflected in all your marketing materials, website and social media. The look and feel of all your marketing materials should complement the positioning statement of your brand.

For example : Hotel Roadhouse’s website represents Newari Culture with hand drawn logo, sketches that showcase the Newari traditions, majestic fonts and brand colour combinations that suit the hotel’s positioning statement.

Please don't hesitate to reach out to us in case of any queries:
This email address is being protected from spambots. You need JavaScript enabled to view it.
Sagar | 9860975864
Sneh | 9823666789