{"id":17401,"date":"2020-07-07T10:55:59","date_gmt":"2020-07-07T09:55:59","guid":{"rendered":"https:\/\/experts.ng\/blog\/?p=17401"},"modified":"2021-03-07T00:42:00","modified_gmt":"2021-03-06T23:42:00","slug":"brand-position","status":"publish","type":"post","link":"https:\/\/www.experts.ng\/blog\/brand-position\/","title":{"rendered":"How to Position Your Brand in the Mind of Your Audience"},"content":{"rendered":"\n

Brand Positioning or brand perception is essential in Marketing. Yet most brands find it difficult to attract the right audience.<\/p>\n\n\n\n

Can we say consumers are gullible? Or are Brands poorly positioned in the mind of consumers?<\/p>\n\n\n\n

People often misuse the famous Steve Jobs quote<\/a> that \u201cconsumers don\u2019t know what they want, until you show them\u201d. Hence, the endless use of Ads to create awareness for a product. I think it\u2019s poor judgement. A majority of search queries are informational<\/a>.<\/p>\n\n\n\n

If Consumers constantly seek for specific information then, they may know more about what they want than we can imagine. Does your brand come to mind when consumers think of meeting a need specific to your category?<\/p>\n\n\n\n

See this google search results and what it tells us about consumer behavior. Consumers aren’t gullible, the problem lies in how brands are perceived in the minds of the consumers.<\/p>\n\n\n\n

\"Search
Search query result for baby care products<\/em><\/figcaption><\/figure>\n\n\n\n
\"Image<\/figure>\n\n\n\n

This is a screenshot of the search for Baby care products. Although google largely determines the result on certain keywords, but it could explain how Johnson’s is taking over Pears baby product in the mind of consumers.<\/p>\n\n\n\n

Sometimes your product meets the customer\u2019s exact needs but they can\u2019t see it because of poor positioning.<\/p>\n\n\n\n

When consumers think skin care they think Dove, because Dove has positioned its brand as the solution to skin problems. in the mind of consumers, that’s how dove is perceived.<\/p>\n\n\n\n

What does this mean for you? People are probably looking for your service but they can\u2019t find your brand. You need to make a shift for your brand to be positioned in the mind of your audience.<\/p>\n\n\n\n

I will be sharing on types of brand position<\/strong><\/a>, strategies to brand positioning<\/strong><\/a> and links to brand positioning templates<\/strong><\/a>, but first, let\u2019s talk about brand positioning<\/strong><\/a>.<\/p>\n\n\n\n

What is Brand Positioning?<\/h2>\n\n\n\n

Brand positioning is how consumers think of you. Consumers tie need to result. If your brand ranks high among other brands in the same product category, consumers tend to think of you first when they think of your product or their need. That’s how brands are perceived in a consumers mind.<\/p>\n\n\n\n

Related:<\/strong> Forecasting Revenue And Positioning A Company for Growth<\/a><\/p>\n\n\n\n

So what do consumers think of when they think of your brand? or what do they think of when they think of the service your brand provides?<\/p>\n\n\n\n

This should not be confused for popularity. A popular brand may not position well in the consumer\u2019s mind.<\/p>\n\n\n\n

Omo detergent brand is so popular in Nigerian Market that the word Omo is traded for the word detergent. Yet, when people walk into shops and ask to buy Omo, the trader responds with \u201cWhich Type?\u201d<\/p>\n\n\n\n

Often time, when a brand positions as one thing in the consumer\u2019s mind, it is difficult to reposition.<\/p>\n\n\n\n

A good brand perception is essential for marketing<\/a>.<\/p>\n\n\n\n

Types of Brand Positioning<\/h2>\n\n\n\n

Marketing91<\/a> List 8 Types of Brand positioning:<\/p>\n\n\n\n

  1. Value-based<\/li>
  2. Competitor based<\/li>
  3. Quality based<\/li>
  4. Benefit positioning<\/li>
  5. Problem and solution positioning<\/li>
  6. Price positioning<\/li>
  7. Celebrity driven positioning<\/li>
  8. Leader based positioning<\/li><\/ol>\n\n\n\n

    Where Do I Begin?<\/h2>\n\n\n\n

    Now that you\u2019ve read every detail on Brand positioning, where do you begin?<\/p>\n\n\n\n

    First, you need a defined strategy.<\/p>\n\n\n\n

    Brand positioning is essential from the very start of product design.<\/p>\n\n\n\n

    5 tips<\/strong> to help you position your brand in the mind of your audience.<\/p>\n\n\n\n

    1. Know your Industry<\/strong>: This would help you understand the general place of your product in a consumer\u2019s mind and then you can better craft a niche for your product based on the overall perception of your industry. If the overall position of your industry leaves a negative impression, you can adjust the benefits to provide renewed assurance.<\/li>
    2. Monitor your brand\u2019s reputation<\/strong>: While a feedback form may not be as honest, social media can help you access unfiltered opinions about your brand.<\/li><\/ol>\n\n\n\n

      Here\u2019s an unfiltered opinion of consumer\u2019s perception of AIRTEL (A brand of internet service provider in Nigeria<\/a>)<\/p>\n\n\n\n

      \"Twitter
      Twitter views on Internet provider brand position<\/a><\/figcaption><\/figure>\n\n\n\n