Why Are These 7 Brand Positioning Strategies So Effective?
This post is going to look at how 7 companies used brand positioning strategies so effectively they are now the icons of their industries.
What differentiates your brand from your competition and how customers perceive it is known as brand positioning. It’s made up of your company’s most important characteristics and ideals.
Tone and voice, visual design, and the way your business displays itself in person and on social media are all ways to communicate your brand’s positioning.
One of the few aspects of your business that you have complete control over is how your brand is positioned in the marketplace.
MediaOne, a top branding agency stated that, Our ability to develop a captivating brand story is the one true method of creating an active audience that supports a brand rather than a common business supplying goods.
The following are seven companies with such strong brand positioning strategies they are so far separated from the rest of the pack:
Luxury brands like Tesla are more expensive than their rivals. As a result, they don’t include pricing in their branding and instead place an emphasis on the vehicles’ overall excellence. In addition to being luxurious automobiles, Teslas have a long range, are environmentally friendly, and are electric.
Tesla’s branding strategy issues a provocative challenge to this approach. CEO Elon Musk once tweeted,
“Tesla does not advertise or pay for endorsements. Instead, we use that money to make the product great.” This stands in stark contrast to Tesla’s competitors, who collectively spent an estimated $12.42 billion on marketing in 2020.
This speaks to Tesla’s overall strategy of bucking the traditional auto markets’ conventional way of thinking. These automobiles are superior in quality and range to regular electric vehicles, and this sets them apart from the rest.
The brands’ marketing is entirely about customer experience supported by the strong messaging to accelerate the world’s transition to sustainable energy by making the best possible cars to achieve just that.
With features like “Ludicrous Mode,” CEO Elon Musk has raised himself up as a Tony Stark-like hero and the company emphasizes its distinctiveness.
Apple is a classic case of a well-known and respected company that’s been covered as a brand leader on almost every design and tech site.
Why? How? And what? These are all examples of what Simon Sinek refers to as the “Golden Circle” structure.
When it comes to laptops, Apple stands out from the rest because of its unique design, innovative features, and attention-grabbing marketing campaigns.
If you’re an Apple fan, you’re also original, imaginative, and creative, according to the company’s marketing campaign.
Apple, like Tesla, focuses on the value of their products and the relationship they establish with their customers rather than on the pricing of their products.
3. Trader Joe’s
With its slogan, “National network of community grocery stores,” Trader Joe’s has set themselves apart from the competition. Comparatively, Whole Foods and other premium food retailers like it provide a more disjointed shopping experience.
At a modest price, they offer a large selection of high-quality food. In-store signage, Hawaiian shirts worn by personnel, and even the wording used on their website all reflect their nautical theme.
More importantly, the items they stock are carefully selected for taste, appeal and individuality. For example; The “Frozen Naan Bread” imported from India, “Frozen pizza” from Italy, “Mandarin Orange Chicken” from China are a few examples of these unique product offerings. This product mix is a powerful marketing tool because customers simply can’t find these products in other stores. Ultimately this creates an inherent customer loyalty to the store.
Their website states that “if an item does not perform as expected in our stores, it is removed to make room for something new.”
This one line sums up their mission to provide customers with great value by providing high-quality products at competitive rates in an entertaining environment.
4. Dollar Shave Clubs
In their name alone, Dollar Shave Club highlights one of their primary value propositions: low prices.
Dollar Shave Club has positioned itself as a brand that is accessible to the common consumer by focusing on price and convenience.
Matt Knapp of Dollar Shave Club stated in an interview with marketing week,
“There are a a whole range of truths in our ads. For example, the truth is that it’s inconvenient to buy razors. It’s a fact – the razors are in a plastic case, there’s a key, you can’t find the guy to open it for you. So in our work, we took this truth to the absurd. It’s so hard to get razors, a guy will jump out with a blow dart if you try and get them yourself. Or an overzealous security guy will taser you if you try and get too close. That’s how we get our message across.”
For Dollar Shave it’s not about finding the best male models for commercials to go head to head with brands like Gillette — it’s about using humor to relate with an audience that has real world problems that can be resolved easily with their platform.
It is less expensive, convenient, and more practical to use Dollar Shave Club’s brand.
To begin, Nike focused on performance and innovation in their products. Nike made their business more about being the essence of athletics than a mere line of shoes. They have expanded their product line to include performance-enhancing athletic clothing and now Nike is synonymous with ‘Athletics’.
From their catchphrase, “Just Do It,” to their namesake, the Greek Goddess of Victory, their branding and advertising emphasizes empowerment. Their athletes and models don’t appear to be having a good time; instead, they are engaged in physical activity while wearing game faces.
When it comes to serious athletes, Nike’s brand is centered on the process of innovation to assist you play at your peak level every time you put on your Nike gear.
The term “Inbound Marketing” was coined by HubSpot and they built their business around it.
Inbound marketing, the idea of creating content that attracts visitors to your site.
It’s hard to think of inbound marketing without thinking of Hubspot.
One of the best platforms for customer service in the industry. Platforms from competitors are also capable of marketing automation — but they’re much more difficult to use.
Since its inception, HubSpot has grown from a simple email marketing automation tool to a comprehensive sales and service platform that integrates marketing automation with CRM. Because of this, they’ve been able to develop and adapt to meet the needs of their customers.
“Conversational Marketing” is a phrase Drift coined and a product it created that is unlike anything else on the market.
Drift focuses on human-to-human relationships rather than automation, convenience, and sustainability, unlike other technologies entering the market. Drift’s brand is based on the concept that social communication is the most crucial component of sales today, and consumers buy from each other.
They released a book titled “This Won’t Scale” in which they explained how they were able to accomplish success by prioritizing people rather than efficiency.
As a result of automation, it is simpler for retailers to sell to a bigger audience, but it does not speed up the connection with customers. As a result, the customer’s whole experience is enhanced by conversational marketing.
The Results of Effective Brand Positioning Strategies
These businesses all have brand positioning strategies that reflect the value they provide to their clients, and the majority of them are customer-focused. However, this does not imply that their competitors’ brand positioning is inadequate.
When it comes to luxury car companies like Porsche and Peugeot, Tesla has effectively distinguished themselves from them, but Porsche and Peugeot still have strong brand positioning that interacts with their clients.
Those that have a distinct advantage over their competitors in a certain market segment are more likely to succeed, but they don’t necessarily have to be the only players in that market doing so.