Here's how you can position your brand innovatively in the market.

In my experience, positioning your brand innovatively involves thorough market research to understand strengths and plan meticulously. Innovation across all aspects of your product or service is crucial, including pricing, placement, and promotion. Crafting a distinct messaging style and tone is essential, avoiding clichés. Consistency across all brand communications is non-negotiable for reinforcing positioning. Continual measurement and adjustment are vital for optimal results.

This is my fav subject… creating fanfare with UVPs and presenting them clever ways. Needs: What do people really want? Differentiation: How are you unique? Amplify this in accord with the brand’s personality. Messaging: Clear, concise, and compelling storytelling; focus on benefits not features. Innovation: How is your brand a leader; creating newness? Target Markets: Do you really your people? Thought Leadership: How are you engaging; being a trusted authority? Experiential Branding: Are you offering memorable experiences? Events are my fav way to emote a brand. Collaboration: You are who you hang with. Sustainability & Responsibility: Consumers want a commitment to making a positive impact. What are you doing to make them feel good?

Identifying your brand’s key value, selecting the appropriate market category, and clearly articulating the benefits of your product offering form the fundamental base for effective brand positioning. Additionally, defining a select number of brand elements to reinforce your brand’s name and ensuring their consistent application across all brand actions are essential.

Creatively position your brand by emphasizing distinctive value propositions that set you apart from rivals. To differentiate yourself, adopt innovative technologies, eco-friendly procedures, or novel commercial strategies. Create engrossing narratives that showcase the impact, mission, and journey of your brand. Using user-generated content, community-building projects, or experiential marketing, cultivate genuine connections with your audience. Maintain a close eye on consumer behavior and market developments as you adjust and develop your positioning strategy to make sure it remains relevant and resonates in a changing environment.

Innovative brand positioning requires a deep understanding of your target audience and a unique value proposition. Start by identifying unmet needs or pain points in the market. Then, differentiate your brand by offering a solution that resonates with consumers in a novel way. Utilize unconventional marketing channels or storytelling techniques to capture attention. Foster a culture of innovation internally to consistently deliver fresh ideas and experiences. Continuously gather feedback and adapt to stay ahead in the dynamic market landscape.

Truth is the biggest innovation. Sounds like a strange statement? Let me explain. We live in a world filled with filtered images, filtered facts, & filtered stories. Everyone has a mask on. Brands are implementing formulas to get their businesses going. All our steps are calculated. When everything is hiding behind such a thick wall, the best way to disrupt the market is to put yourself out there in the truest way possible. Nothing will make you as unique as the truth. Remember that.

True uniqueness is challenging to achieve. The goal is to develop distinctive brand elements and position your brand by offering consumers a fresh perspective, such as placing it in a market category that better aligns with the brand perception. When implemented effectively, this approach can make your brand stand out. The term “uniqueness” is compelling and often drives companies to desperately seek this quality in their brands. Unfortunately, this can result in a value proposition that is anything but unique.

Unique Value Propositions are easier to find in disruptive companies and Tech led businesses which are fundamentally finding better ways of doing something. This is harder to find in commodities (e.g. Cola wars). However, in such areas, listen to our loyal customers and understand the emotional or rational benefits they draw from your brand. Key steps to identifying UVP 1. Understand industry landscape 2. Map equity statements to brands 3. Identify reasons why your core customers choose your brand 4. Amplify the emotional or rational UVP and make these more important to more customers over time for categories with low differentiation

Knowing what you stand for in your pillars, and knowing what your customers value in a product like yours, are table stakes in brand positioning. In a rut, finding a commonality between your brand position and your customer base that doesnt speak to your brand directly, but speaks to your common goals is a way to put eyes on differentiation. From a sustainable environment, cultural equality, clean ingredients, certain textiles in apparel, find a passionate lane that isn't overrun and own it.

When I launched Cocoa Brown 11 years ago - our pink bottle of 1 HOUR TAN stood out in a a sea of brown, black, gold and bronze packaging. Initially, there was some pushback from the buying departments in retailers - their argument being that Cocoa Brown didn’t look like it belonged in the tanning aisles. Differentiating ourselves from what every other self-tan brand looked like, helped us to stand out in a crowded market. Today, many brands have borrowed our signature pink packaging but we remain synonymous with ‘Oh, you’re the pink bottle of self-tanner!’ It was a brave decision to go against the trend in the category but it paid off for us.

This is an arrow up most marketers sleeve and is often under utilized. Take the example of the 2 large Cola brands and how Visual identity sets one apart from the other: 1. Color red vs blue 2. Same iconic logo vs multiple logo changes over time 3. Silhouette of a curvy bottle which is trademarked All of these are builders of strong visual identity and if you know of both brands without me mentioning them, you know how their visual identities are deep rooted for customers and what good visual identity building can deliver.

And please dont just think of a direct line between your brand name and its identity. You don't need a silhouette of a runner for a running brand, a 'sun' for a sunshade line. In today's highly tactile and visual world, your identity package has to invoke an emotion and sense of authenticity thats often not in the standard trope.

Your logo and its colour should show your personality. It is not necessary you borrow the established brand colours. Yes there are some basic colours but world is changing. The name of your product which consumer can recollect when they shop or when they talk to others. You can take ideas from various free logo making site and create your one. Remember - The design should have recollect value.

A powerful Unique Value Proposition (UVP) is essential for distinguishing your brand in the marketplace. It's not just about WHAT you do but HOW you do it that resonates with your audience. In crafting your UVP, delve into the VALUES that drive your brand—whether it’s your DEDICATION to kids, communities, & families, your DESIRE to improve the world, or your FOCUS on operating with integrity. These aren't just SELLING POINTS, but COMMITMENTS that reflect who you are as a brand. Articulate clearly how these commitments deliver unique benefits to your customers, SETTING YOU APART, and clearly DIFFERENTIATING YOU from competitors. This approach doesn’t just attract attention—it builds lasting, AUTHENTIC CONNECTIONS with your audience.

Where two brands come together from different industries that have identified a common thread that links their audiences and their brand's ethos, we see that surprise and delight moment we all crave. Especially if it wasnt an obvious collab opportunity to begin with. A perfect example is the E.L.F cosmetics collaboration with Liquid Death, where they launched Corpse Paint. An E.LF. cosmetic offering of black and white face paint.

In today's fast-paced market, teaming up with like-minded companies or influencers can turbocharge your brand's innovation cred. Think of it like a cool collab in the business world—partnerships should be all about sharing the spotlight and bringing fresh ideas to the table. By choosing partners wisely and staying open to new perspectives, you're not just boosting your reach, you're also cultivating an image of forward-thinking creativity that keeps your brand ahead of the curve.

When you are new, start making alliances. This help you to gain Trust and Identity in market. When you create these strategic Alliances you will surely understand you are growing.

After 11 years of using one dominant brand colour (magenta pink), it took quite a bit of courage to re-design our packaging and introduce a combination of new pantones. We colour coded our shades of self-tan across the range. We stayed true to brand by introductory three shades of the same colour - three shades of pink. The result was a clean, minimalistic vibe while introducing a new look for our packaging. The response from our customers has been fantastic. It has simplified the shopping experience by making it easier for customers to find their preferred shade. It has given the brand more design options and made our packing more visual impact.

A brand emerges as an innovative brand when it solves a problem better than before, i.e. Canva made grapgic design accessible to common man, businesses using drones for delivery, and so on. A logo redesign or increased social media engagement doesn't count as innovation.