Strategic Brand Positioning Part 2
A STRATEGIC BRAND POSITIONING, PART 2: THE ADVANTAGES?
In my last article, I explained what a strategic Brand Positioning or Identiry really is and how it is not just a visual identity. Now, let’s look into the advantages a well engineered brand positioning generates for your business. It’s not just about awareness or recognition, it’s about emotion. Emotion in a balance with reason are the strongest human drivers. Let’s get listing:
“Your brand is what other people say about you when you’re not in the room.”
– JEFF BEZOS
A STRATEGIC BRAND POSITIONING…
1: BUILDS RECOGNITION AND TRUST
A consistent brand identity helps consumers recognize your brand in a split second across various platforms and touchpoints while simultaneously evoking associated emotions. For example, consider iconic brands like Apple or Nike, their recognition goes beyond the logo by triggering emotions with the brand within consumers. The first being trust, while also fostering other emotions such as pride, joy, fulfillment, … They drive this personal consumer identification as they associate the brands with reliability, quality and innovation.
2: DIFFERENTIATES FROM COMPETITION
In a crowded marketplace, a unique brand identity sets your business apart from competitors. For instance, brands like Coca Cola, Pepsi, and Fritz Kola have distinct brand identities that differentiate them not only through logos and colors but mainly through their brand personalities and values. This differentiation helps consumers make informed and personal identification based choices driven by their preferences and perceptions of the brands.
3: TRIGGERS EMOTION
Brand identities create a strong emotional connection with consumers. For example, a brand like Tony’s Chocolonely builds strong emotional connections by aligning its brand identity with social causes and values that resonate deeply with its target audience. This emotional bond leads to customer loyalty and drives the power of advocacy, as consumers feel a personal affinity towards the brand. They even turn into Brand Ambassadors as they take pride in identifying with the brand.
“Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?“
– PAULA SHER
4: SETS OUTLINES FOR ALL MARKETING & SALES EFFORTS
A well-defined brand identity is the glue for a cohesive framework for all your marketing efforts. It basically makes marketing more effective and budget efficient. For instance, companies like KLM maintain consistent messaging and tone of voice in their social media channels. This consistency reinforces brand recall and strengthens the effectiveness of marketing strategies aimed at reaching and engaging target audiences.
5: ATTRACTS AND RETAINS CUSTOMERS
A strong brand identity attracts new customers by communicating the brand’s values and promises effectively. For example, a brand like Airbnb has successfully attracted a global customer base by aligning their brand identity with themes of community, travel, and unique experiences. Moreover, a compelling brand identity contributes to customer retention by reinforcing positive experiences and maintaining customer loyalty over time.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.“
– SETH GODIN
6: ENABLES PREMIUM PRICING
A good brand identity detaches the key decision moment from a rational driver like price. Perceived value plays a crucial role in pricing strategies, and a strong brand identity enhances this perception. Premium brands like Chanel charge high prices not only due to product quality or specifications but also because of their strong brand identities that signify luxury, prestige, and exclusivity. Aligned with personal identification, and status, their consumers are often willing to pay more for evoking such positive associations.
5: FACILITATES GROWTH AND INNOVATION
Not least, a solid brand identity provides a strong foundation for growth, venturing into new markets, and innovation in product offerings. For example, a technology company like Google has leveraged its strong brand identity to diversify into various sectors, from software to hardware and even vehicles. A consistent brand identity reassures stakeholders and consumers, facilitating acceptance and adoption of new ventures and innovations build upon emotional drivers such as trust.
“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.“
– HOWARD SCHULTZ
