Brand positioning is finding a special place in the mind of the intended target audience. In addition, this process includes the creation of a special image and attributes of a commercial brand, which will allow the company to stand out most favorably from competing firms. The consumer needs the advertisement of the product in order to understand whether he needs it, whether it meets his expectations.
The development of the brand concept is the basis and foundation that should be designed to realize the long-term perspective. This process should include the development of a key idea, attributes and a portrait of a potential consumer.
Brand positioning has a double meaning. Firstly, this is the process by which the development of the basic concept takes place.
Secondly, it is necessary to highlight a few words that will become the quintessential development and will be remembered very quickly.
Brand design is a complex and multi-stage process, which will include several major stages. Let's consider them in more detail.
First step. To begin with, an analysis of the environment of competitors is carried out in order to build a field, evaluate their communication platforms, conduct qualitative and quantitative market research to identify consumers.
Second phase. Next, it is necessary to formulate positioning hypotheses, select key brand attributes, and develop options for existing platforms. In addition, the key properties are described, ideology is graphically formed.
The third stage is the final development of the company's brand. It tests the available options for matching preferences for the target audience and uniqueness in its environment.
As a result, the final version is selected and approved.
Brand positioning, its planning and formation must be based on four golden rules.
First law. This process must be recognizable and unique. This is necessary for a clear and successful differentiation from competitors on the market. Practice shows that it is impossible to win this โwarโ if you offer the consumer a similar positioning, which is already occupied by another, even if it has been successfully developed brand.
Second law. This process must be carried out taking into account the explicit and hidden needs of customers. Management should ask itself a number of specific questions. Does the consumer need this product? Are the properties and qualities offered by this product important to him?
The third law. Brand positioning needs to be reinforced with real and winning facts. It is recommended to do this so that the consumer does not experience disappointment from contact with the goods. If this principle is violated, then a situation arises that is called the "syndrome of unjustified expectations." In the opposite situation, an excellent basis for success appears.
The fourth law. Positioning must be respected even in the smallest details. This also applies to the sales process. The fact is that a prestigious brand that has a high cost and exclusive positioning needs to be sold in prestigious places, and not in commercial tents. Such an approach will be able to deposit and discredit it very quickly. On the contrary, a mass product, which is presented at a low cost, does not require the use of complex tricks in its advertising campaign.
Fifth law. Brand positioning must be mandatory, it has the value of the cornerstone on which the building of this brand is built.