How can you increase the perceived value of your products or services through brand positioning?

1 Define your target market

The first step to position your brand is to identify and understand your target market. You need to know who your ideal customers are, what their needs, wants, challenges, and preferences are, and how they perceive your products or services. You can use various methods to research your target market, such as surveys, interviews, focus groups, or online analytics. The goal is to segment your market into specific groups based on relevant criteria, such as demographics, psychographics, behavior, or geography. Then, you can select the most attractive and profitable segments to focus on and tailor your brand positioning to them.

2 Analyze your competitive landscape

The next step is to evaluate your competitive landscape and identify your strengths, weaknesses, opportunities, and threats. You need to know who your direct and indirect competitors are, what their products or services are, how they position themselves, and what their unique selling propositions are. You can use tools such as SWOT analysis, Porter's five forces, or competitive matrix to compare and contrast your brand with your competitors. The goal is to find out what makes your brand different and better than your competitors and how you can leverage your competitive advantage.

3 Craft your brand positioning statement

The third step is to craft your brand positioning statement, which is a concise and compelling statement that summarizes your brand's value proposition and differentiation. It should answer four key questions: who is your target market, what is your product or service category, what is your unique benefit, and why should your customers believe you. You can use a simple formula to write your brand positioning statement, such as:

For (target market), (brand name) is the (product or service category) that (unique benefit) because (reason to believe).

For example, for busy professionals who want to stay fit and healthy, Fitbit is the wearable device that tracks your activity, sleep, and heart rate because it has the most advanced sensors and features.

4 Communicate your brand positioning

The final step is to communicate your brand positioning to your target customers through various channels and touchpoints. You need to align your brand name, logo, slogan, design, tone, message, and content with your brand positioning statement and convey a consistent and coherent image and identity. You also need to deliver on your brand promise and provide exceptional customer experience and satisfaction. The goal is to build awareness, trust, loyalty, and advocacy for your brand and create a strong emotional connection with your customers.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?