6 Brand Positioning Examples For Your Company
Now more than ever a company’s brand is paramount to an organization’s success. Brand marketing strategies can help a company realign its priorities, redefine goals, and revitalize its customer base.
Your organization’s brand defines you.
Sometimes your brand may fall short of helping customers understand what your company is and what they really do. But a great brand development strategy can protect your products, your image, and your consumers while driving up record profits.
Listed below are popular brand-positioning strategies as well as a CMG case study from a successful branding experience. Whether your company is looking to gain wider recognition, repair its image, or prove it is a major competitor, these brand strategy examples can help to identify the path to success.
Amy Guettler defines the 6 critical brand-positioning strategies that can revitalize a company brand.
Quality Positioning
Consumers want to know that your products and services are reliable, durable, and worth the cost.
Value or Price Positioning
Recent trends have shown that customers are placing value over loyalty. A high-priced item creates the psychological effect of value, whereas the low-priced item can play up the benefits of affordability.
Benefit Positioning
One of the most common ways to market a brand is to highlight the best feature of your product or service. Highlight the best features of your product that sets you apart from competitors.
Problem and Solution Positioning
When disaster strikes or an unpopular opinion takes hold, it’s time to really dig in and listen to customers. A company brand that values the customer’s needs will stand the test of time
Competitor-Based Positioning
How does your brand compare against your competitors? This positioning strategy calls out the
Celebrity-Driven Positioning
Popular celebrities and advertising go hand-in-hand. From soft drinks to luxury cars, consumers love familiar faces.
A Telecommunications Success Story
Recently a major telecommunications and technology provider contacted us to help improve its brand from a problem and solution standpoint. While our client had a major stake in the broadcast and cable game, the brand suffered from low customer experience rating. We changed that with our customer-centric brand strategy.
How did we accomplish this goal?
We helped to reaffirm the company image as a resourceful media provider and an experienced promoter of technology. Our strategy involved:
Repositioning the brand as a compelling and evolving entity
Setting brand goals based on quantitative metrics and targets
Reestablishing the brand vision across multiple customer touchpoints
Providing a reusable, holistic framework for brand-driven decision-making
What did we accomplish?
Our brand strategy involved collaboration at every level. From the break room to the board room, CMG spent four months in the trenches to identify the brand’s underlying purpose, define its core benefit to customers, and evaluate every touchpoint along the road.
With the new brand position in place as a pillar to its internal operations, our client was able to improve employee performance and grow new relationships with their clients.
