Every brand that wants to succeed needs a brand marketing strategy, but one thing that a lot of marketers know is that it doesn’t occur overnight. There is a starting point that you shouldn’t ignore. What is the starting point? Where is the beginning in creating the right brand marketing strategy?
The beginning is the brand positioning.
A brand marketing strategy is designed to lead to a growth of the brand, and the achievement of particular goals and aims.
When a brand strategy is designed, it will including every aspect from internal culture, message, positioning, as well a consumer experiences.
The brand strategy is a form of direction, where you want your brand to be headed, destination, and location.
If you don’t know where you are headed, then the right guidance can’t be given. The brand strategy states where the brand intends to head and can configure the right way to reach there.
Top Performing Styles of Brand Positioning
There are different styles that can be used in brand positioning, and they are:
Style 1: The Arm Wrestling
This style of positioning is designed to get to the highest holder of the market share, the market leader, and topple them off their game. This strategy is great for those scenarios when there is an established niche, yet there is no brand that is ahead of the rest by large amounts- like a market leader.
This can be seen in the case of Pepsi vs Coke, where both are quite similar, and can easily be compared against each other, in a bid to get the larger portion of the market. A benefit of this positioning style is that the targeted market is already linked to the reference, allowing them to understand what your brand is offering. A problem of trying this positioning strategy is that it takes both time and money to get it successful.
Style 2: Smaller Pond, Big Fish
This style is designed to allow the brand to spend its time and effort on a smaller aspect of a market that already exists. This involves the creation of a niche in a market segment that is underserved. This positioning strategy is great if the market leader existing can’t cater to the needs of the market and clients.
A lot of marketing firms love to use this style, positioning themselves as an innovative specialist in a particular industry. A great advantage of this positioning style is that you already have a reference for your audience.
It is not like arm wrestling, where you try to go head to head with the leader in the existing market. You are only trying to target a particular niche.
A risky part of it is that the market leader may notice, and decide to match the niche offering if they see the niche is lucrative.
Style 3: Reframe the Market
This positioning style is designed to reframe a market that exists in brand new terms. The benefits that were highlighted before are made boring and irrelevant. This positioning style should be used when your service or product has incredible features that were not attainable. If there are changes to the market, and your product or service offers this, then you can use this style.