Enter The Consumer’s Mind — Basics Of Successfully Positioning A Brand

It’s great to think that our brand deserves to be among the best. It’s cool. However, it’s not the most practical thing to think about.

Let’s take a look at an example.

You own a brand that sells perfumes. You think that your perfumes are high quality and should sell at a premium price, just like other high end perfume brands. Now that’s great, and yes you can price your products accordingly.?

But will they sell?

Now the answer depends on a lot of factors. One of those factors is consumer perception. Do the right people think that your brand belongs at the top with other high-end perfume brands? Do they think you are a high-end option? Are they okay with paying the price? Does that offer them the same benefits?

So you see, brand positioning is really all about making your target consumers think that your brand belongs where you think it does.

It’s more about placing your brand in the right position within the minds of your ideal consumers.

Brand positioning is a whole field of study in itself so of course going through each and every factor would be beyond the scope of this article but just to give you a bird’s eye view of things, let’s look at some of the major factors.

Trust is one of them.?

In fact forget brand positioning, trust is a major factor in almost every aspect of running a business. Consumers will consider your brand if they trust your brand, at least on some level. Now it depends on the level of emotional involvement that is demanded by your product. For example, a car purchase requires more emotional involvement than let’s say buying a phone, mostly because the car will be more expensive.

So if you’re selling a car, then the consumer has to trust your brand a lot. You can further build trust post purchase as well, but you have to reach a certain trust level to get the ball rolling initially.

Along with trust, relevancy is a related factor.

Are you marketing to the right people? And are you presenting your brand in the right way?

Look, people expect brands to behave in a certain way. For example, if you’re a brand that sells high end perfumes then you have to market them in a certain way. You have to have a certain personality. You have to show your target consumers that your products are worth their high prices. Your entire brand personality has to be relevant for those ideal buyers.

Why will they think about your brand in a certain way if your brand’s personality is just not relatable? Why will they think that you belong in the same league as your competitors??

And of course there are other factors that influence a brand’s position such as the pricing, visual representations, market conditions, PR, customer support, marketing budgets, reputation management, product quality, so on & so forth.?

But it’s important to look at brand positioning holistically. It doesn’t exist in a silo. It has to work along with other various factors and should be in sync with your broader business goals as well.

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Hey there. I’m Abhishek Samant. I’m a digital marketer. If you liked what you just read then do drop a follow. Helps a ton. Thank you!

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