Placing your Brand in the memory box of customer
Happy day, amazing people!!!
Brand Positioning means to occupy a distinctive place in the minds of the target audience.
If you want to know more about brand, click here -> what is brand?
To understand this topic.
Let’s take a hypothetical situation where a brand called “Broom Fit” which makes broom sticks from fine fibre for easy collection of dust needs to be positioned.
I know, I know. You guys might be wondering “What? Broom stick? In this fast-paced world where everything is taken care by machines and that to AI integrated machines.”
Guys… for fun let’s try something different with the example.
Hey, who knows this might even work in future. If you don’t believe me what about those ripped clothes, nerdy glasses, and record player. Ok let’s get to business.
There are 3 things which we required to position a brand.
They are
- Determining a competitive frame of reference
- Identifying optimal Points-of-Parity and Points-of-Difference
- Brand Mantra
Determining a competitive frame of reference
The first step is to decide on a frame of reference, which is simply the category in which your brand will compete.
In our case, “Broom Fit” will compete in the house-cleaning supplies category.
However, once we decide on the category, our job is not done. Brands are more likely to be threatened by emerging competitors or new technologies than by their current competitors. Hence, we must look not only at other broom-stick brands but also at vacuum cleaners and robotic vacuums.
Identifying optimal Points-of-Parity and Points-of-Difference
This is the most exciting part of our hypothetical example. You guys will soon find out.
Points-of-Parity
Point-of-Parity are the attributes or benefits which are shared with another brand. So, “Broom Fit” or any other cleaning supplies must be able to remove dust, be cost effective and durable.
Points-of-Difference
Points-of-Difference on the other hand are attributes or benefits which differentiates your brand from other competing brands. Therefore, we are going to position “Broom Fit” as – Embrace yourself, as a gym alternative. Yes, you heard it right as an alternative for gym.
We are going to differentiate our “Broom Fit” from other brands and cleaning equipment as a healthy way of life choice.
Just think it through, sweeping the floor helps us to burn calories, reduce belly fat, lower stress level, regulates emotions and prevent infections caused from dust accumulated in the edges of our houses where machines can’t reach.
So basically, it’s two for one.
[Note: Sometimes, points of difference can be copied by competitors or new entrants. Therefore, it is essential to protect the POD through mechanisms such as patenting the underlying technology, delivering superior services, creating a distinctive customer experience, and strengthening brand image, thereby making it harder to copy.]
Brand Mantra
Brand mantra are short phrases that captures the essence of brand position. It tells the employees and external marketing partners “what the brand is and what the brand is not”. So, they can adjust their actions accordingly.
Our brand mantra for “Broom Fit “is “For a healthy lifestyle”. Hence, all our activities will be guided by this brand mantra. Like what products to be introduced under the brand, what ad campaign to run, and where and how to sell the brand. They even influence the look of office reception area and the way phones are answered.
We hope you guys have understood about brand positioning.
Ok then before signing off
Love what you do, do what you love…. Bye
From,
Simply grasp