Developing a brand positioning strategy at KOLORO is:
Brand positioning is the creation and consolidation of the desired image of a brand in the mind of the consumer. Positioning is created for everything: a product, a service, a company, an organization, a political party or a person. With the help of the positioning tool, companies are able to be heard by consumers and establish contact with them.
Developing a brand positioning concept will allow you to:
- Identify and beautifully present the key benefits of the brand to the audience;
- to articulate his values;
- create strong positive associations with the target audience;
- build brand affection;
- to strengthen your position among your competitors;
- promote the product and the company in the market.
An integral part of creating a positioning concept is the development of graphic elements, because the visual perception of the product is the main factor in forming an attitude to the brand. Through design solutions can be broadcast to the target audience the main communication message, which will be a reflection of the positioning of the brand.
YOU GET
Increasing brand recognition
5 positioning options to choose from
Strategy for brand development and promotion for 3 years
Focus on target consumers
Tune out competitors
Increasing brand recognition
5 positioning options to choose from
Strategy for brand development and promotion for 3 years
Focus on target consumers
Tune out competitors
Increasing brand recognition
Product positioning: the price depends on factors such as
- Marketing goals that the company has set for itself. The more global the plans – the higher the cost of positioning.
- The number of products that are planned to be produced under a particular brand.
- The market segment in which the company operates. The higher the competition – the harder it is to come up with a unique positioning that will differentiate the brand from similar products. Accordingly, the price of positioning development will be higher.
If you decide to create a positioning concept, you should turn to professionals. A minor mistake or wrong emphasis in product positioning can permanently ruin a company’s image and lead to a brand’s downfall in the market. KOLORO has a series of brand positioning development projects. KOLORO’s experienced team will help you avoid disastrous consequences and develop a brand positioning concept that will present your product or service in the most favorable light. By choosing us, you guarantee your brand’s success.
Stages of product positioning in the market
1. analyze the target audience and competitive environment. We will study competitors’ brand platforms and identify their weaknesses and strengths. Next, marketers will determine what the main emphases of positioning are used by competitors, what they are trying to draw consumers’ attention to, and what their techniques and methods are. Example: Research of brand platforms of cider producers in Ukraine. Also our marketers and brand managers will study your consumer in detail to identify interests and values that are significant for the target audience, as well as factors that influence consumer choice.
Example: Analyzing consumers of sausage products
2. Formation of brand objectives, articulation of its main advantages. But based on consumer and competitor research, we will identify vacant niches. This will help to identify the main vectors for the development of the product positioning concept. With this approach, the product (service or company) will be dramatically differentiated from the competition.
3. Development of 5 variants of positioning concepts. Based on the main vectors, we will develop 5 brand positioning concepts. The positioning concept is built on the basis of unmet consumer needs, which we determine during the analysis of the competitive environment and target audience. The basic needs of consumers are the craving for travel, nature, and leader orientation. It is these values that often form the basis of brand positioning.
Example: Creating a positioning concept for Belogorie vodka
4. Selection and finalization of the selected option. The customer will opt for one of the options and we finalize it. A positioning strategy is created with the ability to develop a UTP and brand legend for it.
Example: Development of a unique selling proposition for Russian Element vodka.
5. Development of brand development strategy for 3 years. Upon completion of the positioning work, our marketers make a 3-year brand development plan. It is the roadmap of the company and helps to adhere to the positioning developed by KOLORO.
What could be the positioning of a product, company or service?
Methods of positioning:
- Attributional positioning. It is based on one particular attribute of the product, more specifically, its main advantage. Many companies build their positioning around deep brand roots. For example, the positioning of Nigeria’s First Bank is built around the fact that it is the oldest bank in the country.
- Positioning the merits. The main key product benefit or value is selected and played up in the UTP. For example: the safest Volvo car or the longest-lasting Duracell batteries.
- Focus on a specific audience – positioning that focuses on a specific target audience or segment thereof, while cutting off all other segments. For example: women’s cabs, clothes for expectant mothers, computers for designers, professional shoes for soccer players, etc.
- Quality positioning, emphasis on prestige. A great concept for luxury products from the premium segment.
- Playing with price – based on setting a low price compared to the market leaders. It emphasizes high quality that is as good as the competition.
- Competitive positioning – clear opposition with competitors. For example, Nikola kvass with the company “Drink not Coke!”, or an American car rental company with the slogan: “Hertz – we are second on the market, so we try harder”. In Ukraine, the competition between Gala and Fairy is clearly marked. Fairy’s advertising campaigns constantly emphasize that their products last longer than the average product. The appearance of the “usual remedy” in TV spots and on posters is hard to confuse with anything else.
Read more about how to create positioning for a brand in our article. There you’ll find more than 15 examples of positioning different brands, from carbonated drinks to cars.
Elements of a company, service or product positioning concept
We can distinguish 3 main elements in the structure of the positioning concept.
- Unique Selling Proposition (USP).
- Brand Legend.
- Brand Strategy.
Unique Selling Proposition (USP) – demonstrates to the consumer a unique property of your product, real or postulated.
A brand legend reveals the uniqueness and advantages of a brand in the form of an interesting brand story. Based on the legend, text and graphic elements are developed, which are subsequently placed on packaging or POS materials. Such elements increase the consumer’s trust in the product, attract their attention and enhance communication.
Brand strategy – a plan to realize the concept of positioning for several years ahead. Such a plan specifies what company resources are worth applying and how exactly the brand positioning should be developed. Sometimes a positioning map is drawn up at this stage.
A positioning map is a graphic diagram that shows how consumers perceive the brands of a certain group of products or services.
What do you get when you order positioning development from KOLORO?
- Increased sales. Goods that have positioning cost more. Thanks to this marketing tool, the product acquires a face, a clear image that argues for its price.
- Positioning that is focused precisely on the target consumers thanks to analysis. Your brand will hit right on target.
- Through market research, we will choose a positioning that is unique and will help fill a vacant niche.
- With clear positioning, the level of brand recognition will be higher, which will positively affect the brand image.
- 5 positioning options to choose from and a strategy to develop and promote the brand for 3 years.
KOLORO branding agencyknows what consumers want. If you need to develop positioning – contact us and we will share our secrets with you!
