Why Your Brand Needs to Stand for Something (And How to Make It Happen)
In a world where consumers are bombarded with countless options, why should they choose you? If you can’t answer that in a single sentence, you’ve got a problem. Brand positioning is about carving out a distinct space in your customers’ minds—a space that’s uniquely yours. It’s not just about being different for the sake of it; it’s about being different in a way that matters.
The Importance of Brand Positioning: More Than Just a Marketing Term
Think about some of the world’s most recognizable brands—Apple, Nike, Tesla, and Coca-Cola. What comes to mind? Probably not just their products, but the feeling or idea they represent. Apple isn’t just about computers and phones; it’s about innovation and creativity. Nike is about pushing your limits. Tesla? The future of sustainable transport. Coca-Cola? Happiness. These brands have successfully positioned themselves in a way that makes them instantly memorable, desirable, and unique.
But How Do You Create This Kind of Impactful Positioning?
It starts with a deep understanding of who you are, who your customers are, and how you fit into their lives. Here’s a breakdown of key strategies that can help you position your brand to stand out in even the most crowded markets:
Understand Your Audience: You Can’t Be Everything to Everyone
One of the biggest mistakes brands make is trying to appeal to everyone. When you try to speak to everyone, you end up speaking to no one. Instead, focus on identifying your target audience—the people who are most likely to connect with your brand and become loyal customers.
- Example: Glossier, a beauty brand, knows exactly who its customers are: young, digitally savvy women who value authenticity, simplicity, and community. Instead of trying to appeal to everyone, Glossier has positioned itself as the “people-powered beauty ecosystem,” using user-generated content and customer feedback to shape its brand identity.
- How to Do It: Use customer personas to identify your ideal audience. Conduct market research, surveys, and social listening to understand what your customers value and how they perceive your competitors. Tools like SurveyMonkey, Qualtrics, and Hootsuite can help you gather and analyze this data.
Craft a Unique Value Proposition (UVP): The Heart of Your Positioning
A UVP is a clear statement that explains how your product or service solves a problem, delivers a benefit, or meets a need in a way that your competitors can’t or don’t. It should be specific, compelling, and, most importantly, unique.
- Example: Dollar Shave Club’s UVP, “Shave Time. Shave Money,” brilliantly captures their value in a few words: affordable, convenient, and direct-to-consumer shaving products that save customers both time and money. This clear positioning helped them disrupt the razor industry and quickly gain market share.
- How to Do It: To create a strong UVP, focus on the unique benefits your product or service provides. What makes it different from what’s already out there? How does it better meet the needs of your customers? Use tools like the Value Proposition Canvas to map out your unique value in the market.
Build a Strong Brand Identity: It’s More Than Just a Logo
Your brand identity is the visual and verbal expression of your brand, including your logo, colors, typography, imagery, and messaging. But it’s also much more—it’s the tone of your social media posts, the design of your website, the layout of your packaging, and even the way your team answers the phone.
- Example: Red Bull is a great example of a brand with a strong identity. Everything about Red Bull—from its extreme sports sponsorships to its high-energy ads and bold visual style—communicates its positioning as a brand for those who live life to the fullest.
- How to Do It: Develop a comprehensive brand style guide that defines your visual and verbal identity. Make sure your branding is consistent across all touchpoints, from your website and social media to your packaging and customer service.
Differentiate Through Storytelling: Make Your Brand Memorable
Stories are one of the most powerful tools for differentiation. A great brand story creates an emotional connection with your audience, making your brand memorable and building trust over time.
- Example: Airbnb’s story is all about belonging—its mission is to make people feel like they can belong anywhere in the world. Their brand story, told through user-generated content, beautiful visuals, and community-focused messaging, sets them apart from other travel and accommodation options.
- How to Do It: Identify the core narrative of your brand—what’s the mission, vision, or origin story that sets you apart? Use that narrative to create compelling content that engages your audience on an emotional level. Tools like StoryBrand or even a simple content calendar can help you develop and share your story consistently.
Leverage Social Proof: Let Your Customers Tell Your Story
Social proof—like customer reviews, testimonials, and case studies—can be one of the most effective ways to differentiate your brand. When potential customers see that others have had a positive experience with your brand, they’re more likely to trust you.
- Example: Casper, the online mattress retailer, uses customer reviews extensively to differentiate itself in a crowded market. They highlight reviews on their website, social media, and even in their marketing campaigns to build credibility and trust.
- How to Do It: Encourage satisfied customers to leave reviews, share testimonials, or create case studies. Feature this social proof prominently on your website, social media channels, and in your marketing materials. Tools like Trustpilot or Yotpo can help you collect and display customer reviews.
Think Beyond Products: Align with a Purpose or Cause
Today’s consumers care about more than just products—they care about the values and causes a brand supports. Brands that take a stand on important issues and align with a purpose that resonates with their audience can differentiate themselves in a meaningful way.
- Example: Patagonia has positioned itself not just as an outdoor clothing brand but as an activist company that fights for environmental causes. Their “Don’t Buy This Jacket” campaign and commitment to sustainability have built a loyal following that aligns with their values.
- How to Do It: Identify a cause or mission that aligns with your brand’s values and resonates with your audience. Be authentic in your efforts—performative activism can backfire. Support the cause through actions, not just words, and communicate your efforts transparently.
Differentiate or Disappear
In today’s crowded market, the choice is simple: Differentiate or disappear. Brand positioning isn’t just about standing out; it’s about standing for something. When you understand your audience, craft a compelling UVP, build a strong brand identity, and align with a meaningful purpose, you create a brand that isn’t just seen—but remembered.
Need help positioning your brand for success? At KR1STNA Media, we specialize in developing unique, impactful brand strategies that help businesses stand out in competitive markets. Get in touch with us today to start building your brand’s unique position.