Bedrock. North Star. Rallying cry. These are but just a few descriptors to convey how foundational and instrumental brand positioning is to a company, whether nascent or well established. When we think about brand positioning, we know that it plays a lead role in guiding an organization’s marketing and communications strategy, shaping its core values, and influencing its visual identity. It is not merely a catchy tagline or flashy logo but a comprehensive framework that can influence (almost) every aspect of a company’s existence. This article delves into the multifaceted role of good brand positioning, elucidating its influence on a company’s branding strategy and even transcends into business decisions.
But let’s start at the beginning.
Brand positioning is the strategic process of establishing a distinctive place for a brand in the minds of its target audience. It’s the art of crafting a unique perception and differentiation within a competitive market. One notable example of excellent brand positioning comes from Dollar Shave Club. The company revolutionized the shaving industry by positioning itself as an affordable and convenient alternative to traditional razors. This positioning influenced their product design, pricing strategies, and marketing campaigns, which conveyed humor and authenticity, resonating with their target audience. It extended to their customer service, emphasizing responsiveness and customer-centricity. Dollar Shave Club’s brand positioning wasn’t just a slogan; it was a blueprint that guided their entire operation, ultimately leading to their success and acquisition by Unilever.
Another great example is Burt’s Bees, a small company founded in the idyllic backwoods of Maine. Their tagline, “Earth-friendly Natural Products,” might seem like a straightforward statement, but it’s grounded in a deeply thought-out brand positioning strategy. Burt’s Bees positioned itself as the champion of all things natural and environmentally conscious in the beauty industry. This positioning influenced every aspect of their business, from sourcing raw materials sustainably to using minimalistic packaging. It set them apart from the competition, and their success story speaks volumes about the power of thoughtful brand positioning.
The Foundation of a Marketing Strategy
Steering all marketing endeavors toward a unified and effective approach, brand positioning is the keystone upon which a company’s marketing strategy is constructed. Defining not only a company’s unique value proposition, it articulates what the brand stands for, its core values, and what distinguishes it from competitors. This clarity is indispensable for marketing teams in crafting messages that spotlight these distinctive qualities, enabling them to communicate to consumers why their brand is the superior choice.
Brand positioning also establishes the tone and style of communication. Whether a brand seeks to be perceived as innovative, friendly, or authoritative, its positioning shapes the language and visual elements employed in advertising and content creation. For example, a brand positioning itself as a youthful, fun option will utilize lively colors, informal language, and humor in its communications, whereas a brand positioning itself as a luxury choice will use sophisticated imagery and language to convey exclusivity and elegance.
Furthermore, brand positioning helps pinpoint the target audience and comprehend their needs and preferences. This understanding is vital for tailoring marketing campaigns to address the desires and pain points of the intended customer base.
And let’s be clear: a positioning statement is not a tagline (though sometimes it can be repurposed as a tagline) Rather, even though branding experts (cough, Taillight, cough) may stealthily craft language for a brand positioning that could be used externally as a tagline, brand positioning more broadly is intended to shape a company’s communication strategy holistically. Consider Airbnb, which doesn’t just provide accommodations but strives to create meaningful experiences. Their brand positioning of ‘Belong Anywhere’ influences their communication strategy. It’s reflected not just in their tagline but in their content, user-generated stories, and community-focused approach, fostering connections over mere transactions.
Influence on Core Values
Brand positioning focuses on how a company wants to be perceived in the market, shaping its identity and differentiation. On the other hand, corporate value refers to the principles and beliefs guiding a company’s behavior, decisions, and relationships. While distinct, brand positioning influences corporate values by aligning them with the desired brand image. A well-crafted brand positioning can reinforce and emphasize certain corporate values, influencing internal culture, stakeholder perceptions, and strategic choices. For example, if a brand positions itself as eco-friendly, it can reinforce corporate values related to sustainability, shaping how the company operates and interacts with its stakeholders, ultimately enhancing its overall corporate value.
One example of a company with corporate values aligned with its brand positioning is Etsy, whose brand positioning is centered around creativity, authenticity, and supporting independent artisans and creators. It emphasizes the celebration of individuality, craftsmanship, and community and it aligns closely with its corporate values, evident in its commitment to sustainability, fair trade, and fostering a diverse and inclusive platform. They prioritize transparency in their supply chain and support initiatives that empower small businesses, aligning their business practices with their brand’s positioning of promoting unique, handmade items while supporting ethical and responsible commerce.
Impact on Mission and Vision Statements
Another important difference is that brand positioning articulates a company’s unique value proposition and desired perception in the market, while mission and vision statements outline its purpose, goals, and aspirations. While distinct, brand positioning significantly influences mission and vision statements by providing a compass for their formulation. A well-defined brand positioning shapes the essence of a company’s identity, values, and objectives, serving as a guiding force for crafting mission and vision statements. For instance, if a brand’s positioning revolves around innovation and customer-centricity, this ethos would likely permeate its mission statement, emphasizing a commitment to pioneering solutions and enhancing customer experiences. So it’s important to think about brand positioning as serving as the foundation upon which mission and vision statements are built, ensuring alignment between a company’s strategic direction and its desired brand image, fostering coherence and clarity in its overarching goals and aspirations.
An exemplary case is Ben & Jerry’s, a socially conscious ice cream company. Their brand positioning focuses on activism, social responsibility, and environmental sustainability. This aligns seamlessly with their vision and mission statements, advocating for a fairer, more just world. Their vision emphasizes creating economic opportunities for marginalized communities, while their mission commits to using their business to advance social causes. Ben & Jerry’s brand positioning, echoed in their products and activism, is intricately woven into their vision and mission, illustrating a cohesive alignment between their brand identity and their broader societal goals.
Influence on Brand Story
A well-defined brand positioning weaves the threads of a compelling brand story in that it lays the groundwork for a brand story, influencing its narrative, themes, and emotional connections with consumers. A well-defined brand positioning shapes the elements that constitute a brand’s story, influencing the tone, messaging, and values woven into it. For instance, if a brand’s positioning revolves around innovation and empowerment, its brand story may highlight tales of overcoming challenges, pushing boundaries, and inspiring change. This positioning-driven narrative resonates with consumers by creating a cohesive and compelling story that reinforces the brand’s values, fosters emotional engagement, and establishes a memorable and relatable connection.
Take Lush Cosmetics, renowned for its handmade and ethically sourced beauty products. Lush’s brand positioning centers on environmental consciousness, cruelty-free practices, and activism. This positioning profoundly impacts its brand story, reflected in their narrative of sustainability, transparency, and ethical sourcing. Their brand story weaves tales of championing eco-friendly practices, advocating against animal testing, and empowering consumers to make ethical choices. Lush’s brand positioning directly influences their brand story, creating an authentic and impactful narrative that resonates with consumers passionate about ethical consumption and environmental stewardship.
Company’s Visual Identity
Brand positioning should also significantly influence a company’s visual identity, acting as the guiding force behind its visual storytelling. A well-defined brand positioning provides the framework for creating a cohesive and impactful visual narrative. For instance, a company like Warby Parker positions itself as a fashionable yet affordable eyewear brand with a social mission. This positioning directly informs their visual identity, reflected in their sleek, modern aesthetics combined with socially conscious branding elements. Their use of clean design, engaging photography, and purposeful color schemes aligns seamlessly with their brand’s positioning, effectively conveying their story visually.
Strong brand positioning also enables consistency in visual storytelling, allowing for a unified representation of the brand across various mediums. It dictates design choices, logo usage, typography, and color palettes, ensuring that visual elements communicate the brand’s values and personality coherently. The visuals become a visual shorthand for the brand’s identity, fostering recognition and recall among consumers. Its influence on visual storytelling helps evoke emotions and connections, enabling brands to convey narratives beyond words. It creates a visual language that resonates with the target audience, making the brand’s story memorable and compelling. Ultimately, the synergy between brand positioning and visual identity enhances a company’s ability to craft a visually captivating and consistent narrative that reinforces its brand positioning, fostering deeper connections with its audience.
Impact on Business Decisions
A robust brand positioning should also serve as a guiding compass for a company’s strategic decisions, influencing various facets of its business operations. Firstly, it informs product development and innovation by aligning with consumer needs and desires identified through the brand’s positioning. For instance, a brand positioning focused on sustainability may lead a company to prioritize eco-friendly materials or production methods in creating new products or services. Consider a company like Allbirds, focusing on sustainable footwear. Their brand positioning aligns with values of eco-friendliness and innovation, guiding decisions regarding material sourcing, production processes, and even potential acquisitions of like-minded businesses to strengthen their commitment to sustainability.
Secondly, brand positioning influences marketing and communication strategies, dictating the messaging, channels, and tone used to engage with consumers. It ensures that all communication reflects the brand’s core values and resonates with its target audience, enhancing brand consistency and trust. Additionally, brand positioning affects partnerships, collaborations, and expansions. Companies often seek alliances with entities that align with their brand values. This could include collaborations with other brands or affiliations with organizations that complement the brand’s positioning, reinforcing its message and reaching a wider audience.
Additionally, a brand positioning can have material influence over M&A decisions by steering companies toward acquisition targets that resonate with their values, market positioning, and strategic vision. It drives the search for targets that align culturally and philosophically, ensuring a seamless integration post-acquisition. The brand’s established identity and positioning act as a compass, seeking targets with complementary attributes to enhance market presence and achieve synergistic benefits. A strategic alignment in brand positioning between the acquiring company and the target facilitates smoother transitions, minimizes conflicts, and maximizes the potential for shared success in the evolving market landscape.
An example of a company that executed successful acquisitions based on aligned brand positioning is TD Ameritrade’s acquisition of Scottrade. Both companies were established brokerage firms, and TD Ameritrade, known for its innovative trading platforms and customer-centric approach, acquired Scottrade, a firm recognized for its extensive branch network and customer service. This acquisition aligned with TD Ameritrade’s brand positioning of providing advanced trading technology and broadening its customer base while maintaining a commitment to personalized service. By integrating Scottrade’s branch network with its digital capabilities, TD Ameritrade strategically aligned the acquisition with its brand positioning, enhancing its market reach and service offerings within the financial industry.
Final Thoughts
Effective brand positioning is the linchpin of a company’s strategy, influencing communication, marketing, and broader business decisions and ambitions. It’s the bedrock upon which a brand builds its identity and resonates with its audience. Whether a small or large enterprise, understanding and implementing strong brand positioning can carve a distinct niche, fostering consumer trust and loyalty in a competitive market. It’s not merely a marketing tactic but the guiding principle driving a company’s journey toward success and impact.
