In short
- Why is brand positioning so important?: The term „positioning” was first used in 1969 in the publication „Positioning: The Fight for Your Mind”.
- How to position the brand?: Brand positioning can be achieved in several ways.
- Improve the page’s position by using key phrases: Effective website positioning is something that companies need to remember.
- Who knows about brand positioning?: Company positioning in Google – this is what business owners often look for.
The short answer: Brand positioning is about giving a brand a specific place in the minds of customers: explaining who it is, for whom it is intended, and how it differs from the competition. A good position answers one question: why should I choose this brand? It is not an advertising slogan; it is a promise that the company consistently confirms with its actions.
Today's market is highly competitive. A brand that wants to successfully attract the attention of its audience has to stand out in some way. In the modern world, it is not just the catchy name that counts, but the whole image, including the values behind the brand, its character. Crucial in creating a distinctive image is the brand positioning. What exactly does this process involve? And why is it worth putting it in the hands of professionals?
What will you learn from the article?
In the digital age, every company needs to ensure its online visibility in order to attract the attention of potential customers. But what actually defines a brand? How do you effectively position the companyto stand out from the competition?
In this article we will look at the possibilities brand positioning. We'll discuss what exactly this means, how to perform an SEO audit and why it's crucial to improving your website's position in search results. You will also learn how to effectively use key phrases to increase your brand visibility.
Finally, we will give you a hint as to who knows best brand positioning and where to find experts to help you succeed. Read on to discover all the ins and outs brand positioning and gain an advantage in the market.
- Why is brand positioning so important?
- What defines the brand?
- How to position a brand?
- Possibilities of brand positioning
- SEO audit – what is it and why is it worth doing?
- Improve the position of the page by using key phrases
- Who knows about brand positioning?
- The most popular brand positioning techniques
- Where do you start to position your business in the marketplace?
- Components of a brand positioning strategy
- Summary
- How to check if your position is readable
Before you change anything, run a simple test. Ask five customers and five employees: what does our company do and what makes it different from others? If the answers are different, positioning requires work.
- Choose the recipient. The brand for everyone is not for anyone. Describe one group you want to serve best.
- Name an alternative. With whom does the client compare you when making a choice? Not only with companies with the same industry name, but also with the „I’ll do it myself” solution.
- Identify one advantage. It should be authentic, relevant to the customer, and verifiable.
- Choose the evidence. Opinions, achievements, certificates, and the way of working. The advantage of having no proof is just a declaration.
- Save the positioning statement. For [whom] we are [what], because [why]. The whole team must be able to repeat it.
Criteria for good positioning
- It is simple and memorable.
- Different the brand from the competition in a way that the customer will notice.
- It fits in with what the company really does well.
- It is used in the offer, on the website, in sales conversations and in communications with the media.
How is brand positioning different from page positioning in Google?
Brand positioning concerns the place in people's minds. Website positioning concerns the order of results in search engines. One supports the other, because a well-known brand is more often searched for by name.
How often should positioning be changed?
Usually rarely. Frequent changes confuse customers. It is worth reviewing them when the market, offer, or target group changes.
What about the brand identity?
Positioning is a strategic decision, and identity is expressed in the name, tone, and appearance. More about this in the article brand identity. We also describe a coherent picture in the text about creating a brand image.
An example of a positioning statement in practice
- Branding in practice: definition, declaration and typical mistakes
The human mind automatically "positions" information that comes to him. He puts them away in 'drawers' in his brain so that he can return to them in due course. The purpose of branding is to place the brand in the right drawer. The one that is most beneficial to it. From positioning a lot depends on it. It enables a brand to become firmly established in the minds of its audience, to evoke positive associations and thus to be highly popular, successful and above the competition.
Try to answer the question "what is your brand?" - is it a woman or a man? Or maybe it doesn't matter? What is the character? What is it guided by? What does he believe in? What are the most important values for her? How does he address others? What language does he speak? Is it serious and official or can it allow itself to be playful, black humor and sharp retorts? Today's highly competitive market requires uniqueness.
A brand that wants to stand out cannot be bland. It must represent specific values. It must have character, personality, purpose. All these elements create its image. Examples? The Volvo brand is synonymous with safety. Toyota has built its image around reliability and faultlessness. Biedronka is associated with low prices. Rolex, on the other hand, is described as synonymous with luxury and high status. Where did this come from? Why do specific associations arise in our minds at the thought of a particular brand? A huge role is played by branding, especially positioning brand.
Why is brand positioning so important?
Term "positioning" was first used in 1969 in the publication "Positioning: the battle for your mind". The authors of the text, Al Ries and Jack Trout, emphasised that positioning takes place in the mind of the customer and is a kind of 'battlefield' for brands or their products or services. O positioning was also written by David Ogilvy, who defined it as looking for answers to the questions: what is the product, who is it for, what is its purpose.
Brand positioning is a carefully designed marketing strategy that aims to highlight the attributes of the brand and its offering in relation to the competition. Positioning brand is fundamental in branding. This process facilitates the setting of a common goal and direction for all branding and advertising activities.
What defines the brand?
Brand positioning can relate to aspects such as:
- communication strategy - what we say, how, to whom,
- marketing strategy - what actions we take to have the desired impact on the recipients,
- visual identification - how do we present ourselves, is the image consistent and unique,
- price strategy - what is the price-value ratio that the brand represents and to the competition,
- product or service - what are their features, what value do they convey to recipients.
Brand positioning - who are your customers?
Goal positioning is to differentiate the brand from the competition, giving it characteristics and values that make it unique in its own way. Therefore, it must be unique. What to look out for in the process brand positioning? First and foremost on the target group.
In order to effectively position your brand, you need to explore the world of the consumer. You need to know your audience's needs, motivations, behaviours and problems, and understand the whole purchase path, and in particular identify:
- key moments and people in customer journey - who influences the purchasing decisions of recipients, at what moments they decide about the purchase,
- contact points - in how many and what places does the brand meet the needs of recipients,
- communication channels - where consumers look for solutions.
Understanding the behavior, expectations and goals of recipients is a specific basis for creating an effective one competitiveness strategy.
Your brand is lost in the sea of competition?
We will help her stand out!
How to position a brand?
Brand positioning can be done in several ways. The most frequently used are:
Positioning by price
The basic model is price positioning. You can use, among others, a low price strategy (promoting products as cheap and good, focusing on high supply) or a high price strategy (creating advertising messages based on the exclusivity of the goods offered).
Positioning by origin of the product
This type of positioning - based on the origin - creates specific associations in the minds of recipients - e.g. German cars are associated with reliability, safety and good quality, and French wine with exquisite taste, great aroma and luxury.
Positioning by unique features
A strategy based on emphasizing the unique, unique brand attributesthat the competition does not. A way to show the uniqueness of the brand.
Possibilities of brand positioning
Positioning by the way the product is used
Brand positioning strategy consisting in indicating specific applications of the product or highlighting situations in which it can be used. Merci chocolates are an example. The famous slogan of the brand "Merci that you are here" indicates that handing out chocolates is a great way to express gratitude - to say "thank you" in a sweet and unique way.
Positioning through innovation
Highlighting the unique features that make the product (or service) something innovative, superior to the competition.
Positioning by user category
Brand positioning can also be based on a specific, narrowed category of users - e.g. anti-wrinkle cream for women 40+. This will allow you to direct the attention of a specific group of recipients to a given product.
Website positioning - how to get potential customers thanks to positioning?
Website positioning is now an integral part of online marketing. With the right SEO, you can get more potential customers, which in turn results in increased sales. In order to position a website effectively, you need to have certain knowledge and skills. You need to be familiar with search engine algorithms and be able to tailor the content of your website to meet customer expectations.
So-called link building, i.e. building links that lead to our website, is also an important element. This makes our website more popular and visible online. Therefore, if you want to succeed in online business, it is definitely worth investing in positioning of your website.
SEO audit – what is it and why is it worth doing?
An SEO audit is a comprehensive analysis of a website in terms of its positioning in search results. Performing an audit allows you to identify the website's weak points and develop an optimal SEO strategy. Why SEO Optimization Matters? First of all, it allows you to increase the visibility of the website in search results, which translates into more visits and potential customers.
In addition, performing a website audit in terms of SEO allows you to detect technical errors, such as problems with the website code or suboptimal linking, which not only affect the position in the search engine, but also the usability of the website. So it's worth doing an SEO audit to improve the effectiveness and efficiency of your website.
Improve the position of the page by using key phrases
Effective website positioning is something that companies must remember. Proper use of key phrases can have a huge impact on the position of your website in search results. By choosing the right words, you can reach your target audience and grab their attention. However, it is essential that the key phrases are organically placed in the content of the page, and not simply added to increase the number of searches.
Actions positioning can take many forms. One of these is positioning long is a strategy that allows you to rank better in Google searches by optimising your content for long-tail keyword phrases. Using positioning long, the company can reach a more sophisticated audience who are looking for very specific products or services. Why invest in such a strategy? Because it's a way to increase your brand's online visibility and reach more interested consumers, as well as improving your Google rankings. Positioning long is a solution to achieve better search engine results, thereby increasing traffic and improving industry positioning.
Why you should position the site www? Effective SEO influences brand image. When a brand appears high in the google search results, it is easier for customers to find it online. With web positioning, we contribute to increasing brand value.
Who knows about brand positioning?
Company positioning in Google - This is what business owners are often looking for. However, this process requires commitment, appropriate knowledge and experience. If it is not carried out properly, it can have a negative impact on the entire business. That is why it is worth entrusting it in the hands of specialists.
Professional company positioning in google is one of the tasks for a branding agency. The agency collects detailed positioning data, carries out comprehensive analyses, specifies the features on which the positioning strategy should be based and then develops and implements this strategy.
Branding agency does not work with universal schemes. It takes an individual approach to each assignment, proposing original solutions tailored to the target group, the brand's requirements and its purpose. The agency does not act chaotically. It always has a plan, which it implements step by step, and thus easily achieves its objectives. Strategy positioning brand prepared by a branding agency is credible, in line with market realities and trends, comprehensible to the audience, and therefore has a great chance of success.
Correct positioned brand is the basis for your business success! It is a chance to stand out and thus reach a wider audience with your offer. Local company positioning whether for users throughout the country - it is always worth ensuring that you reach your target group effectively with your offer.
The most popular brand positioning techniques
One of the most recognisable methods that is used within the brand positioningis to differentiate a product by its price. This allows the offer to be positioned as either luxurious or affordable, depending on the intended effect. It is also proving extremely effective positioning of the company on the market by unique features, i.e. features that the competition does not offer. This could be innovative technology, unique design or product composition. It is also worth using positioning through specialisation, which strengthens the image of the expert in a particular area and translates directly into brand positioning in the long term. Another technique with real results is to use the origin of the brand - some countries are strongly associated with high quality or prestige.
Where do you start to position your business in the marketplace?
To start effective positioning of the company on the marketThe first step is to precisely define the target group and find out its needs and expectations. It is this consumer insight that becomes the foundation of the activities on which further brand positioning. The next step is a competitor analysis - it is worth checking how other companies in the sector are positioning themselves and what areas have not yet been covered. On this basis, you can create a coherent and distinctive brand positioning strategywhich will be based on real brand values, such as USP or ESP. It is also important to develop a brand voice, which should be unique, consistent and authentic.
Components of a brand positioning strategy
Complete brand positioning strategy must take into account a number of interrelated elements that together create a coherent image in the eyes of the consumer. One of these is the brand promise, which should respond to customer expectations and clearly communicate the benefits of purchase. Equally important is the brand voice - its consistency in communication builds trust and perpetuates the brand positioning. Also among the key elements is RTB (reason to believe), which confirms the credibility of the message and thus reinforces the effectiveness of the brand positioning.
Summary
Inappropriate brand positioning can have detrimental effects on its reputation and image. Nowadays, with most consumers using the internet to find products and services, brand positioning in search engines has become extremely important. If not carried out correctly, it can lead to unwanted results such as reduced customer engagement, a drop in website traffic or even a loss of customer trust. It is therefore important to effectively position your brand and pay attention to any factors that may affect its image.
How to check if your position is readable
Before you change anything, run a simple test. Ask five customers and five employees: what does our company do and what makes it different from others? If the answers are different, positioning requires work.
- Choose the recipient. The brand for everyone is not for anyone. Describe one group you want to serve best.
- Name an alternative. With whom does the client compare you when making a choice? Not only with companies with the same industry name, but also with the „I’ll do it myself” solution.
- Identify one advantage. It should be authentic, relevant to the customer, and verifiable.
- Choose the evidence. Opinions, achievements, certificates, and the way of working. The advantage of having no proof is just a declaration.
- Save the positioning statement. For [whom] we are [what], because [why]. The whole team must be able to repeat it.
Criteria for good positioning
- It is simple and memorable.
- Different the brand from the competition in a way that the customer will notice.
- It fits in with what the company really does well.
- It is used in the offer, on the website, in sales conversations and in communications with the media.
How is brand positioning different from page positioning in Google?
Brand positioning concerns the place in people's minds. Website positioning concerns the order of results in search engines. One supports the other, because a well-known brand is more often searched for by name.
How often should positioning be changed?
Usually rarely. Frequent changes confuse customers. It is worth reviewing them when the market, offer, or target group changes.
What about the brand identity?
Positioning is a strategic decision, and identity is expressed in the name, tone, and appearance. More about this in the article brand identity. We also describe a coherent picture in the text about creating a brand image.
An example of a positioning statement in practice
Imagine a local accounting firm. Instead of writing „we offer comprehensive services,” they might adopt the following statement: for small service companies, we are an office that translates taxes into plain language so that the client can understand what they are paying for. This statement suggests what to include on the website, how to write emails, and what questions to ask at the first meeting. This is how good positioning works: one decision leads to hundreds of smaller ones.
Finally, check the consistency. Review the website, the offer, and social media profiles. If the brand promises something different in every place, the recipient won’t be able to form a clear picture.
Branding in practice: definition, declaration and typical mistakes
The article describes the methods of positioning. This part will help you move from choosing a method to making one decision that the team uses on a daily basis.
What is brand positioning?
Brand positioning involves consciously choosing one place that the brand should occupy in the minds of customers among competitors. This is a strategic decision, not a campaign. What is the goal of positioning? At the moment of choosing, the customer should immediately know what makes the brand stand out. It is worth distinguishing between two meanings of this word. In marketing, positioning refers to the place of the brand in the minds of customers. Website positioning (SEO, or search engine optimization) refers to the site’s place in Google’s results. Website positioning in the internet combines both meanings. The website, content, and customer reviews should confirm the same distinction.
Positioning declaration: the choice written in one sentence
The positioning stages usually include customer analysis, competitor analysis, choice of differentiator, recording of the declaration, and implementation. The recording is often overlooked, and it turns the analysis into a decision. The positioning declaration is one sentence according to the following formula: „For [the group of recipients] that [needs], [the brand] is [the category] that [offers] [the benefit], because [the evidence].” The evidence is concrete that confirms the promise, for example the method of execution or customer opinions. Test your statement with three questions. Could a competitor sign up to it without changes? Would the customer understand it without explanations? Do you have evidence for it today?
Positioning strategies: the most common mistakes
The first mistake is the desire to be everything at once: cheap, luxurious, and innovative. The client will not remember several distinctions. The second mistake is a distinction that the client does not care about. A feature only matters when it influences the choice. The third mistake is positioning, which exists only in the presentation. If the service, price list, and packaging say one thing, the client will believe them rather than the advertisement. The fourth mistake is frequent changes in direction. The position in the client’s mind takes time to solidify, so every change has to start all over again.
Is positioning worth it?
Positioning for companies pays off when customers have a choice, and the offer at first glance does not differ from others. Without a clear positioning, the brand competes primarily on price. It is impossible to predict the outcome in advance, so it is worth measuring it in stages. First, check what has been done: has the message reached the website, offers, and sales conversations? Then determine who saw it. Next, examine what has changed among the recipients: can they tell what makes the brand stand out? Finally, assess the impact on the company, for example more inquiries from the right customers or fewer conversations solely about discounts.
If you want to see the entire process in one place, from customer research to implementation, check out how it looks step by step. brand positioning in practice.
See also: Positioning an online store - a task for a professional SEO agency | Local SEO - why do you need it?
Worth knowing:
What is company positioning?
Company positioning is a process that helps your company stand out on the internet and attract new customers. Thanks to the art of positioning, your company's website can appear in higher places in search results, which increases its visibility and the chance to attract new customers. It is a complex process that requires appropriate knowledge, strategies and tools, so it is worth entrusting it to professionals. Effective positioning of the company brings long-term benefits and increases the prestige of the brand, so its role should not be underestimated. Trust the experts and get started today!
How to choose a positioning company?
If you are just considering how to choose a company to position your business, it is certainly important for you to make the best decision. It is worth starting with checking the experience and references of a given company. We should also look at what specific strategies it uses to make our website more visible in search engines. In addition, the cost and time of the service are also important, which should also be taken into account. Ask for a specific action plan and specify what results are achievable in a specific industry. Remember that choosing the right company for positioning will affect not only the visibility of the website on the web, but also the development of your business.
Is positioning a company profitable?
Search engine optimization is not only a simple way to increase the number of visits to the website, but also to gain more potential customers. Thanks to properly selected keywords, you can attract the attention of people who are looking for exactly what your company offers. What's more, it also provides more trust among Internet users, who believe that pages appearing at the top of search results are more reliable. It is therefore worth investing in the positioning of your company to increase its visibility on the Internet and attract new customers.
How to start positioning a company?
If you want to succeed with your business, positioning is one of the most important factors to consider. Search engine optimization is the process of making your website more visible to people who are looking for the products or services you offer. These days, most businesses have a website, but only those that are well-optimized appear on the first pages of search results. Running a business requires constant improvement and hard work, so don't let your website be hidden somewhere on the internet. Start by designing an SEO strategy to increase your visibility and build a brand that customers will remember.
What can be the effects of company positioning?
Positioning a company is a process that can contribute to achieving many benefits. One of the most important effects of positioning is increasing the company's visibility on the Internet. Thanks to this, it is easier for potential customers to find the company on the web, which increases the chances of acquiring new customers and increasing sales. In addition, positioning has a positive impact on the company's reputation, which can help to increase customer confidence and improve the company's image. The implementation of an SEO strategy can also contribute to improving the quality of website traffic, which translates into greater effectiveness of marketing activities and increased conversions. A well-conducted company positioning is an investment that can contribute to business success.