Brand Positioning Statement: Best Examples
If you start a new business in a marketplace, you must set a proper brand strategy. Otherwise, your customers will not get a good idea of what value you want to provide. So that you can’t be able to build a satisfied group of customers. As a result, your brand or business will never grow as much as you want.
You can set your brand positioning statements based on multiple factors such as your product quality, benefits, price, value, etc. One of the biggest reasons for building your brand positioning is it will represent your identity.
In this article, we will discuss these essential factors of brand positioning more elaborately. Before that, let’s get a good idea about the brand positioning.
Table of Contents
What is Brand Positioning?
Well, Brand positioning is a way where you should represent your brand differently to your customers from other similar brands in your marketplace.
So that your target audiences can easily signify your brand’s quality as well.
Think about two different mobile operators, such as X and Y. The primary goal of operator X is to provide its customers with low call rates and internet prices. So they will represent their brand based on their central goal.
On the other hand, the central goal of operator Y is to provide its customers with the most powerful and efficient network. They will also do the same to present their brand to their target customers.
For long-term growth, you must focus on building the brand positioning of your company. It will help you to create a trustworthy group of customers.
Advantages of Brand Positioning
Brand positioning is highly significant for your business. Let’s see some important reasons for it.
To run a successful business, you must set a reasonable price for your customers. If you establish a brand statement, you can easily set up a proper price strategy.
It will represent your product quality and advantages so that you can set a high price also. Because your customers will rely on your brand and don’t hesitate to spend some extra money.
Different Brand Image
Brand Positioning represents the quality and specialty of your products and business. Through this, you have to present why your brand is different from the other brand. So this will help you to build a separate identity in your marketplace.
The main goal of brand positioning is to highlight your brand to the customers that it is unique. So you have to design your marketing campaigns and product designs with a unique approach.
Trustworthy Customers Group
Through successful brand positioning, you can represent a crystal clear view of your business and products in your marketplace. So that your customers will believe in your services also. It will help you to create a long-term customer group who are satisfied with your products.
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Types of Brand Positioning Tactics
You can target your brand positioning based on multiple approaches. In this section, we will talk about those tactics more elaborately.
You have to select any of the strategies to glorify your brand positioning statement.
Quality-based brand positioning is highly beneficial for the overall growth of your business.
In this strategy, you specifically present your brands to your target customers based on your product qualities.
Suppose you have a smartphone company. The unique feature of your smartphone is a “better camera.” Now you can set up your brand statement based on the fact that your smartphones can capture the best quality images.
As a result, when your customers will think about your brand, the first thing that comes into their mind is your smartphone has the best camera.
Along with that, quality-based positioning builds trust between you and your customers. Because your customers will get to know about the quality of your products, and they feel safe spending money on your products.
Problem and Solution-Based Brand Positioning
This is one of the effective ways of positioning strategy, which will help you to connect with your target customers.
For this purpose, you have to find the problem of your target customers. After successfully analyzing your customer’s problems, you need to provide them with a better solution through your products.
When your customers are able to solve their problems, it will create a huge market demand for your products and services. So that it will impact on increasing the revenue of your business.
The main goal of your brand should be to provide a better solution to your customer’s problem. You have to cultivate this through multiple marketing campaigns.
Benefits-Based Brand Positioning
As a business owner, you know how hard it is to position your brand. You want to be unique, but you also want to be accessible.
But how do you do all of that?
How do you make people understand who you are and what you do so well that they don’t even realize they’re getting a great deal?
We’re here to tell you to position your brand based on the benefits of what you offer rather than just what it costs.
Benefits-based brand positioning means focusing on what makes your business stand out from other businesses in the same field. It doesn’t mean focusing on the features or benefits of your product, and it means focusing on why someone would choose your product over another one.
For example, if you sell software called “Fsimplifier,” that helps small businesses manage their finances. Your positioning might look something like this: “When small businesses need help managing their finances, Fsimplifier is available 24/7.” This way, when someone thinks about whether or not they should buy from you, they’ll think about how accessible and responsive your services are.
Price-Based Brand Positioning
Price-based brand positioning is the idea that you can use price to differentiate your products from your competitors. For example, if you sell a pair of shoes for $100, and another brand sells the same pair for $80, you could argue that the price difference makes up for the value of a higher-quality product.
Price-based brand positioning also has potential drawbacks: for example, if you make a high-quality shoe and charge too much for it, people will just look elsewhere for their shoes. On the other hand, if you sell a low-quality product at a reasonable price, people might not be willing to pay more.
It’s not an effective strategy if you’re trying to sell luxury goods or items with a high cost per unit sold.
Value-Based Brand Positioning
Value-based brand positioning is all about offering something that your target audience needs but doesn’t know they need yet. It’s a way to help them discover what they want by giving it to them.
For example, let’s say you’re a car repair shop and trying to decide what products you should offer your customers. You might think of the most common repairs people have when they come in for their cars: an oil change, an air filter change, or maybe something more complicated like replacing their brakes.
When you look at your customers, one thing becomes clear: most customers don’t know how much money they spend on maintenance every year. They don’t know how much money they could save by doing some preventative maintenance on their vehicle.
This means that if you offer these services as part of your value-based brand positioning, then you can show them how much money they could save by doing those repairs in the first place.
Influencer or Celebrity Centric Brand Positioning
Celebrity-driven brand positioning is a crucial component of many successful brands. In particular, it’s important to think about how well your celebrity-driven brand positions itself as an equal partner with the celebrity.
You want to make sure that the celebrity and the brand are being treated as equals, which can be difficult when you’re dealing with a celebrity who has huge amounts of power and influence within their industry.
If a celebrity isn’t happy about something or thinks they’re being mistreated, it can have a negative effect on sales.
When celebrities are involved in an ad campaign for your brand, you need to ensure their message doesn’t come across as being too self-serving or promotional.
You also want to ensure you’re not alienating other people who don’t care about or like the celeb’s work. In other words, if someone doesn’t know who they are, they won’t care about what they have to say.
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7 Best Examples of Brand Positioning Statements
In this section, we will discuss some famous companies’ brand positioning statements.
So let’s focus on that.
As you already know, Coca-Cola is a pioneering beverage brand worldwide. They set their brand positioning based on their product value.
|“Refresh the world. Make a difference”
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit—and done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.
If the customers drink coke, it will refresh their bodies. The company provides their massage in a very positive manner that brings “happiness” to the customers through this soft drink.
Along with that, Coke has a different and delicious taste also. The Coca-Cola company started its journey 136 years ago. Since that time, they have managed their brand reputation very carefully till the present time.
|“Our Purpose is to move the world forward. We take action by building community, protecting our planet, and increasing access to sport.”|
Nike has been producing multiple sports shoes for an extended period. They have provided their services for almost 50 years to multiple sectors of athletes. So their primary goal is to provide better shoes to e, especially for sports people.
They focus on how athletes can maximize their performance by wearing Nike sports shoes. So that they build their brand positioning statements based on customer satisfaction, customers can rely on the durability of Nike products.
|“There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience and succeed with a soul — and they can do it with inbound. That’s why we’ve created an ecosystem uniting software, education, and community to help businesses grow better every day.”|
To run a successful online business, you must maintain multiple sectors such as marketing, sales, content management, website management, etc. For this purpose, HubSpot provides full-fledged online business management functionality.
They promote their brand as a problem-solving product. So that their brand helps multiple businesses to grow faster than before.
|“From the start, we’ve been committed to doing the right thing. And every day, all around the globe, we put people, processes, and practices into place to make quality food, more responsible sourcing choices, a stronger community, and a better planet. In accordance with our McDonald’s values, we’re here to make a difference, and here’s how.”|
Mcdonald’s specifically builds their brand positioning statement according to the quality of its products. The major goal of their business is to provide better food worldwide.
People already know that Mcdonald’s food quality is premium. So they didn’t hesitate to purchase food from them if the price range was a bit high.
|“Samsung follows a simple business philosophy: to devote its talent and technology to creating superior products and services that contribute to a better global society. To achieve this, Samsung sets a high value on its people and technologies.”|
Samsung is one of the dominating tech product brands around the world. The brand positioning of this company is to provide high-value and superior products and services to its customers. They are specifically focused on a value-based positioning strategy.
“Stories move us.
They make us feel more emotion, see new perspectives,
and bring us closer to each other.”
Netflix started its journey in 1997. First, they provide customers with movie DVD rental service through the mail. Now they have become one of the prominent streaming platforms available on the internet.
They set their brand positioning state based on the benefits of their service. So people from anywhere with any device can stream movies, tv shows, etc., with an internet connection.
|“Just for fans” – that’s our belief. Our hardcore Mi fans lead every step of the way. In fact, many Xiaomi employees were first Mi fans before joining the team. As a team, we share the same relentless pursuit of perfection, constantly refining and enhancing our products to create the best user experience possible. We are also fearless in testing new ideas and pushing our own boundaries. Our dedication and belief in innovation, together with the support of Mi fans, are the driving forces behind our unique Mi products.”|
As a smartphone-producing company, Xiaomi builds its brand positioning on its product quality. They always want to provide a better user experience to the customers at an affordable price.
For this reason, they have become successful in building a strong group of customers worldwide.
Setting an appropriate brand positioning statement is highly significant for the growth of any business. So that people can recognize the products and services and the intention of the business.
In this article, we have discussed the significance of brand positioning and some best examples of brand positioning of some famous companies. We hope this will help to grow your business.
Author Bio: Fahim Muntasir works as a content writer at WebAppick – a giant WordPress plugin development company. He has better knowledge about proper keyword placement and link placement. He writes multiple SEO-friendly content for various famous websites. His specialized sectors are WordPress plugins and themes, WooCommerce development, Google Merchant Center, eCommerce, digital marketing, content marketing, and other topics.
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