There’s no denying that brand matters. The brand power wielded by giant like Apple, Nike or Tata is clear to all. But brand can work for small and mid-sized enterprises and B2B organisations too.
Building a brand is neither easy nor fast. It takes focused strategy and consistent hard work to build a brand. A brand strategy works like a game plan for entering the market and making your niche. It helps outline brand positioning,brand identity and the types of messaging and marketing that will impact your defined target audience.
Brand positioning is used to shape the decision process of the consumer and pull them towards the brand. The brand positioning process starts with thorough research and analyses of competitors, consumer needs and market trends. It is built on market and consumer insights; it uses analysed data to devise a plan to stand out. Elements include target customers, brand personality, brand essence and brand promise.
The aim of brand positioning strategy is mainly to develop a strategy to get into the mindset of the target audience, and set your business apart from your competitors in a way that builds preference for you. It is accompanied by creating a brand identity to execute the plan.
Types of Brand Positioning strategies
Generally, there are five types of Brand Positioning strategies:
1. Customer Service Positioning Strategy
2. Convenience-Based Positioning Strategy
3. Price-Based Positioning Strategy
4. Quality-Based Positioning Strategy
5. Differentiation Strategy
Brand identity is implemented by using the data and insights provided by the brand positioning. Brand Identity is the essence of who you are. People often mistake brand for logo, but logo is only a part of brand identity. Brand identity is so much more. It’s who you are, what values you stand for, what your overall personality is. Brand identity is designed to shape the perception of the brand in the consumer’s mind. It includes elements such as logo, tag lines, packaging, brand colour palette, typography, messaging, style consistency, web design.
How to position your brand
In their bestseller: ‘Positioning: The Battle for Your Mind’,Ries and Trout define positioning as “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”
Branding companies offering brand positioning services usually follow seven steps to clarify and craft brand positioning for their clients:
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare your positioning to your competitors to identify your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement (Not to be confused with company tagline or slogan. Positioning statements are for internal use, to guide marketing and operating decisions.)
7. Test the efficacy of your brand positioning statement
Creating & sustaining strong brands with Interics IN-BRANDS
Interics IN-BRANDS is a branding agency that specialises in anticipating changing business, market and customer needs for developing Future-ready Brands that set new benchmarks and generate a high resonance with audiences; while ensuring integrity and scalability across diverse platforms.
From Comprehensive Brand Strategies and Image Building Programs, to design thinking-based interventions, to clutter-breaking brand identity creation and packaging design, we focus on bringing together both intangible and tangible elements and guiding principles that would build engaging Brand-driven experiences that ultimately strengthen Brand recognition and Brand loyalty.
With extensive research to derive market, competition and customer insights, we develop a comprehensive strategy that would help unleash the Brand’s true potential.
As an extension of Brand Strategy, we provide Brand Architecture, to support futuristic growth; and craft the Brand Image with a compelling Story expressed through a robust Design Language for Brand unity across touch points. Finally, with proven interdisciplinary skills and experience of Brand roll-out, we enable a seamlessly executed brand launch along with synergistic brand communication across platforms and geographies — all maintaining brand integrity with compelling design.
Interics Designs has over two decades of experience as an advertising agency, design agency and brand identity creation agency. For brand positioning in India, logo design services, company profile design, packaging design and effective Integrated Branding, Interics is the go-to partner who works closely with clients to build strong, sustainable brands.