3 Key Elements Of Brand Positioning
Brand positioning refers to the process of establishing a distinct and desirable position for a brand in the minds of its target audience.
It involves creating a unique identity and perception that sets the brand apart from competitors and connects with consumers on an emotional and functional level.
Let’s say you’re thinking about different brands of sneakers. Some brands might be known for being trendy and fashionable, while others might be known for being durable and comfortable. That’s their brand positioning.
Nike’s positioning is performance, competition, and athletic excellence, while Adidas is known for its fusion of sportswear and fashion, appealing to a broader audience with an emphasis on style and culture.
Brand positioning encompasses 3 key elements, including:
1. Brand essence
Brand essence refers to a brand’s soul/spirit/character.
It encompasses the emotional, aspirational, and intangible aspects that make a brand meaningful and memorable to consumers.
Brand essence is often expressed through a brief, concise statement or a few keywords that encapsulate the brand’s essence and serve as a guiding principle for all brand-related decisions.
It serves as a touchstone for creating consistent and cohesive brand experiences across different touchpoints and interactions.
2. Brand associations
These associations are formed based on various factors, such as the brand’s attributes, characteristics, experiences, marketing efforts, and consumer perceptions. Brand associations can be positive, negative, or neutral, and they play a crucial role in shaping consumers’ attitudes, preferences, and behaviors towards a brand.
Brand association is the mental connection that customers make when thinking of a certain brand. These associations are formed based on various factors, such as:
* The brand’s attributes
For example, if consumers associate a brand of athletic shoes with durability, comfort, and performance, those attributes become part of the brand’s association). For example, when buying electrical tools people expect reliability and durability.
* Emotional connection
For example, a brand may establish an emotional association with adventure and freedom, making consumers feel a sense of exhilaration when they engage with the brand.
* Brand experiences
Consumer experiences and interactions with a brand contribute to brand associations. Positive experiences, such as exceptional customer service or a memorable event, can create strong favorable associations.
3. Brand archetypes
Brand archetypes refer to the concept of using universal human character archetypes to define and shape the personality and identity of a brand.
Archetypes are symbolic representations of fundamental human motivations, desires, and behaviors that have been present in storytelling and mythology throughout history.
Applying these archetypes to brands helps establish a consistent and relatable brand personality and better humanisation, making it easier for consumers to emotionally connect with the brand.
Some common brand archetypes include:
1. The Hero: This archetype represents courage, bravery, and triumph over adversity. Heroic brands strive to make a positive impact and empower customers to overcome challenges.
2. The Sage: The Sage archetype embodies wisdom, knowledge, and enlightenment. Brands adopting this archetype position themselves as experts, offering insights and guidance to customers.
3. The Explorer: Brands associated with the Explorer archetype embrace adventure, freedom, and discovery. They encourage customers to explore new possibilities and seek out unique experiences.
4. The Innocent: The Innocent archetype represents simplicity, purity, and optimism. Brands adopting this archetype evoke feelings of nostalgia, safety, and a sense of wonder.
5. The Rebel: Rebel brands challenge the status quo, embrace non-conformity, and encourage customers to think differently. They inspire change and champion individuality.
6. The Lover: Lover brands focus on emotions, relationships, and the pursuit of love and connection. They create experiences that evoke passion, romance, and intimacy.
7. The Creator: Brands associated with the Creator archetype are driven by innovation, imagination, and self-expression. They inspire customers to unleash their creativity and bring their ideas to life.