Do you know what brand positioning is? Does your company still not have one? So, it’s time to start thinking about it. After all, the way a company positions itself in the market is decisive in the perception of customers in relation to the brand, in the creation of communities and even in the construction of the corporate identity.
Therefore, brand positioning is considered one of the basic elements to make the company more competitive, profitable and attractive to consumers. But despite its importance, many people still do not understand the concept, the advantages and the elements that influence the creation of this positioning.
In this article you will understand all this and you will also get to know some examples of famous brands remembered for their strong and consistent positioning.
What is brand positioning? Understand the concept!
The definition of brand positioning varies by author. In general, this concept is understood as a communication and image building strategy that aims to “win the customer‘s mind” .
This means that brand positioning helps the company to differentiate itself from the competition, gain visibility and recognition from customers. Thus, the brand increases its chances of consolidating itself in the market, becoming a reference in the segment and gaining space in the public imagination.
Thanks to this positioning, companies such as Apple, Microsoft, Tesla, PayPal, among other examples, gained space and relevance in the market.
It is worth remembering that it is not necessary to have a large company to start thinking about positioning, any business can benefit from investing in this type of strategy.
Advantages of investing in brand positioning
No matter the size or niche of your business. Any company with a good brand positioning results in advantages such as:
- Increases the number of ongoing sales;
- Increased visibility and brand recognition;
- Improves the company’s competitiveness;
- Facilitates customer attraction and loyalty;
- Allows the construction of the corporate identity;
- Closes the relationship between public and company;
- Facilitates the creation of communities;
- Increases the company’s profit margin.
Decisive factors for creating brand positioning
Brand positioning depends on creating a strategy that involves planning, analyzing and working on different aspects of the company. In this way, it is possible to align objectives, values and processes around a true and consistent image. Therefore, the construction of this positioning involves several factors, such as:
- Definition of target audience;
- Building buyer personas;
- Understanding the client‘s pain;
- Competition Analysis;
- Market research;
- Definition of values and brand identity;
- Identification of the brand’s differentials in relation to other companies;
- Long term view.
5 brand positioning examples to get inspired
Although it may seem that creating brand positioning is just a trend, it is important to remember that this strategy has already been validated by several companies.
Many of them are very famous and can certainly inspire you. Discover some examples below:
1- Havaianas
Considered one of the biggest success stories in terms of brand positioning in Brazil, Havaianas managed to reinvent themselves and become a symbol of Brazilian fashion. Its recognition is so great that the Havaianas online community achieved record engagement from participants .
Founded in 1962, the company’s focus has always been on the practicality, cost-effectiveness and durability of its shoes, but it wasn’t until 1994 that Havaianas built the image known to this day. After investing in the production of sandals in various colors and in building the image of a shoe that can be used even by celebrities, the brand expanded its business.
With the slogan “Havaianas: everybody uses it, everybody wants it”, its products have become items of desire in Brazil and in the world, reaching even people of class A and B.
2- Coca-Cola
Coca-Cola is another company that deserves to be highlighted when it comes to brand positioning.
With more than 125 years of history, today, the food and beverage industry giant is present on all continents and in several countries.
And this expansion is not just a result of the characteristics of its products. Throughout its history, the company has invested in advertising campaigns such as “Abra a Felicidade” and special Christmas commercials to promote feelings of union, friendship, love and happiness.
With this, she encouraged and still encourages her audience to share the brand’s drinks during meetings and special moments.
That’s how the habit of consuming their drinks on various occasions arose, from the snack in the pastry shop to the Christmas dinner.
3- Nubank
Known for its practicality, technology and visual identity focused on the “purple”, Nubank has built a unique brand positioning, which has become synonymous with low fees, affordable credit and a modern and intuitive financial application.
Thanks to these characteristics, the company has gained a legion of fans and managed to build its path, which began only with the offer of a credit card with no fees and no annual fee, to become a digital bank.
4- Nature
Natura is another Brazilian giant that enters the list of companies with a brand positioning that follows market changes and the company’s transformations throughout its history.
Since 1969, Natura has collected products that have become a reference in the Brazilian market, such as the Mamãe Bebê, Chronos and Ekos lines.
In addition to associating its products with special dates, such as Mother’s Day and Christmas, Natura is committed to strengthening affective ties, humanizing the brand and valuing the country’s natural wealth.
5- Nike
Nike is another example of a company that knew how to reinvent itself and reinforce its positioning to keep up with market changes and gain competitiveness.
Founded in 1964 under the name Blue Ribbon Sports, the brand only received the name “Nike” in 1971. Despite this, its focus has always been on sporting goods, such as footwear and accessories.
To promote its growth, the company bet on the use of innovations, different consumption platforms, sponsorship of teams and athletes and the construction of breathtaking campaigns and advertising actions.
Thus, she managed to legitimize the quality of her products and, at the same time, reinforce that the practice of sports and physical activity not only benefits the body, but is capable of changing lives and strengthening relationships.
With these examples of brand positioning, you can see that it’s never too late to change the trajectory of your business and implement improvements to add value to your customers’ lives.
Now that you know what brand positioning is, get inspired by these companies and change the story of your business. And if you need help, count on QuestionPro to carry out your online surveys and get to know your customers better!
