brand positioning

Brand Positioning

Whether you want a refresh of your brand identity or a complete overhaul of your brand positioning, we will stand shoulder to shoulder with you and get you to stand out from the crowd.

What is brand positioning?

Brand positioning is your business DNA. Brand positioning is the place you occupy in a customer’s mind, how they think about you. Similarly, it is the place or niche you occupy in a particular market. Brand positioning is also often referred to as brand strategy or brand marketing. Brand positioning is what makes you different and stand out from your competition. For example, Budweiser is the self-proclaimed ‘King of Beers’ in a market with lots of choice. Bud have often aligned itself with high profile events to get in front of a mass market and convey a message that when it comes to your lager of choice, there is no comparison, you need look no further. Whereas a brand like Carlsberg have recently repositioned as a ‘Danish Pilsner’ to position the brand as an artisan premium beer.

There is often cross over between brand positioning and a company’s mission statement. This is fine as long as the two roll up to the right narrative. For example, Adidas’ mission statement is To be the leading sports brand in the world. The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.Whereas Nike’s is ‘To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.’

As you can see two of the biggest sports brands in the world offer similar, if not the same products, but approach this very differently. The best customers of either brand, the customers who only buy Nike or only buy Adidas, align themselves internally with the fabric of the marriage between the company’s mission and brand positioning.

Brand positioning is more than just a slogan

People often think of a slogan or a tag line when they think of brand positioning. The truth is, it is so much more than that. Tag lines and slogans are important (and we will help you with that), but brand positioning is the very fabric of who you are and your place in the world. It is why you created your business to sell your product or service. At Ubiquity we have looked after some of the biggest brands in the world not just from an on-going brand marketing point of view but also brand positioning and repositioning.

Why is brand positioning important?

Brand positioning is the marriage of why you are here and why your customer needs you in their life. It is the creative potential customers see, it is how THEY feel about you, it is how YOU feel about you, it is even how you talk about your business. It is every customer service call, every repeat purchase, every tweet, mention, like and recommendation. Brand brings together everything you do into one harmonious feeling for all, IF, and it is a big if, you do it right. It might sound like a lot of work but it is some of the most important work you will ever do. To get it right, we would be more than happy to help.

Effective brand strategy

Your brand strategy takes your brand positioning and puts it to market. Effective brand strategies have timely campaigns, creative and messaging that will make an emotional connection with the desired audience. The best brand strategies will be consistent at all levels. This means from the biggest of tv campaigns, to a post on social media through to the smallest of functional emails you send will all roll up to the brand positioning. In brand consistency is everything. We like to think that brand consultancy is one of our strongest assets at Ubiquity and we would love to help you.

Developing a brand identity

It is equally important to develop a beautiful brand identity as it is to have effective and unique brand positioning. Your brand identity needs to be unique and distinctly beautiful. Consistency is key to creating a recognisable brand identity. This means from your logo itself right the way through to your employees’ email signatures. The moment a potential customer glances across a street and sees the slightest glimpse of some of your corporate identity it needs to occupy a place in their mind where they know instantly that it is you.

Great, so what’s next?

Contact us for a free consultation. We are experts in brand and we would love to assist you. This can be in any guise.  Whether you are positioning your brand for the first time or helping you take your brand to the next level if you are re-positioning.

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