7 Reasons Why Brand Positioning is More Important Than Your Logo

Published: December 3, 2020

Mariah Raner


Today, consumers have a myriad of brands to choose from whenever they go shopping. So, if your competitors offer similar products or services to what you supply the market, you need to stand out for you to realize profitability. That is only possible when you consistently deliver a positive, memorable experience every time your clients think of and interact with your brand. That is where brand positioning comes in handy.

Additionally, it is worth mentioning that your brand is only as strong as the effort you put into it. The reason is that brand building and positioning demands synchronizing several moving parts, which creates a perception in the marketplace that propels your enterprise forward.

Insights into Brand Positioning

The term brand positioning refers to the place you want to own in the minds of your target audience. In that case, you will need to explore, identify, and refine your distinctiveness through a brand positioning strategy to realize this objective.

A strong brand positioning strategy has several benefits, including shaping brand value propositions, driving your marketing strategy, dictating customer messaging, among other things. That, in turn, leaves a lasting impression on your clients, which suggests that if they associate positivity with your brand, they will most probably choose you rather than your competitors.

Such tactics like attractive packaging, organizing exciting promotions, and competitive pricing can help you attract customers, and it can also result in repeat purchases. However, these approaches may not yield a desirable outcome if you do not establish the best position for your brand first. So, you cannot afford to prioritize your logo and colors while downplaying the necessity of brand positioning.

Honing your unique stance in the marketplace directly impacts your business operations, and that is what brand positioning is all about. Here are a few reasons why brand positioning is critical.

Why is Brand Positioning Important?

1. Makes Your Design Intuitive

The essence of visual design is building off a straightforward story, which demands an understanding of positioning. That explains why you cannot opt for an orange or purple theme for your brand before checking what your competition uses. Also, meeting your customers’ expectations will be a challenge if you do not know their tastes and preferences.

As such, writing copy is not enough if you want to communicate effectively to your audience. That is why the use of imagery is a wise idea in this case. Brand positioning allows you to identify the foundational story as the starting point, so you can engage your target audience using the colors they prefer.

2. Fosters Market Differentiation

Example of BrandCraft's client Telare's  brand position statement

If your firm operates in a competitive environment, you need to focus on delivering the right experience. This ensures that your products, services, and company provide a unique proposition, and exploring niche opportunities. When you do so, brand positioning will set you apart from the rest by articulating your uniqueness.

3. Will Amplify Your Copy, Storytelling, and Messaging

Example of BrandCraft's client Telare's brand story statement

Writing a copy without insight into your brand positioning is impossible.The same way you cannot write about yourself if you have no idea where your brand sits on the spectrum. You need to understand your brand’s uniqueness. In addition to its competition to communicate to your audience. Brand positioning makes that possible.

4. Helps You to Break Through the Noise

Each day marketing and sales messages bombard people out there at every corner even as different entities vie for time and attention. Cutting through that noise is possible through brand positioning. In turn, that allows you to speak directly to the individuals you wish to attract.

That way, people will see and hear your brand clearly. This means that you will avoid addressing a crowd who does not care about what you offer, neither will you be shouting to an empty room.

5. Justifies Your Pricing Strategies

Sometimes, price justification is necessary even for the most valuable products and services. Brand positioning focuses on identifying and comparing your brand to the competition. By realizing their specific offering you can establish whether your price point is strategic or why you justify the same.

As a result, you can clarify why your prices are higher or lower than those of your competition. Plus, you will realize a favorable response from consumers.

6. Encourages Customers to Buy from You

Easy decisions are a priority for consumers since they don’t want to spend time screening multiple alternatives in search of the right option. If you want such individuals to buy from you, winning their trust easily and quickly is not an option. Brand positioning sets off an emotional response from your target audience, both consciously and subconsciously.

The implication, in this case, is that when you pull the right levers within the shortest time possible, you increase the likelihood for buyers to decide to purchase from you.

7. Allows You to Compete on Value Rather Than Price

Example of BrandCraft's client Telare's elevator pitch for their brand

If you sell a limited luxury item or one that the mass market consumes, brand positioning clarifies your specific value. The term value in this context refers to what you offer clients how the alternatives competitors provide are insufficient, and how your product or service best satisfies the needs of consumers.

No one values or buys ambiguity, and without brand positioning, that is the only thing you can offer. Cutting through the vagueness and talking specifics is possible through brand positioning, no matter the size of your target audience.

Key Takeaways

Brand positioning is part of the aspects that promote business success. The only problem is that most entrepreneurs and marketers prioritize product development and general marketing activities over brand positioning.

Brand positioning will not only help your business survive, it will also reduce the impact of operating in a competitive environment. You will not need to make drastic adjustments to your products or services after some time.Brand positioning is the most crucial part of building a brand because it helps you establish where you fit in the competition arena.

Whether you’re in the market for a rebrand or simply need to create a brand positioning strategy, BrandCraft can help you with all of your branding needs. Contact us today for a free consultation.

Keep Reading

Subscribe to the BrandCraft Blog

Get the latest and greatest digital marketing + social media tips every week!

BrandCraft needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.