In the end , successful branding is the result of a good brand strategy that builds brand equity , improves brand perception , and solidifies brand identity . Brand Image is enhanced , Brand Experience is optimised , and Brand Positioning is amplified .
feature in the market and has helped them stand out .
Positioning based on problem solving
Many brands promote themselves as a solution to their clients ’ concerns . The goal of such positioning is to convey that this brand can quickly and effectively solve your concerns . This method is typically used by banks , insurance companies , and loan providers . Their messaging emphasises how their service addresses a consumer ’ s financial necessity . FNB ’ s slogan is “ How Can We Help You ?” and Express Credit is “ Money When You Need It .” This means that whatever assistance a customer requires , FNB is there to serve , and when you need a little additional cash , Express Credit is there to help .
Competition-centric positioning
This approach entails a brand ’ s positioning in relation to its competitors . The messaging is usually obvious and straightforward and addresses the competition directly . However , some companies may make an indirect reference to them . This method appeals to mobile phone manufacturers , especially Apple and Samsung . Samsung released an ad in October 2020 mocking Apple for not including a charging brick with the iPhone 12 . It was a photo of a charging brick with the text “ Included with your Galaxy ” on it .
Celebrity-driven positioning
Engaging celebrities as ambassadors or endorsing a company ’ s product or service is another way to position an organisation . You can improve brand awareness and familiarity by associating your company with a well-known figure . This familiarity motivates customers to imitate or follow in the footsteps of the celebrity . Because of this method , the beauty industry has flourished .
To create an effective positioning strategy , Marketers should :
• Firstly , identify your niche . What makes your brand different from its competitors .
• Identify a brand positioning strategy that is aligned with the organisation ’ s strategy .
• Determine your target audience . It assists
“
In the end , successful branding is the result of a good brand strategy that builds brand equity , improves brand perception , and solidifies brand identity . Brand Image is enhanced , Brand Experience is optimised , and Brand Positioning is amplified .
you in narrowing your focus so that you may better serve your customers ’ needs .
• Create a brand positioning statement . A brand positioning statement is a one - or two - sentence statement that summarises what your product or service is , who your target customer is , and what benefit ( s ) your brand provides .
• Be Consistent . Your brand ’ s signature style should be present in all your touch points and marketing messaging .
• Research . Make sure you ’ re paying attention to what your customers have to say . This will help create products that are tailored to the needs of individuals who want them , resulting in increased sales . Conduct competitor research as well . If you ’ re always aware of where you are among your competition , you will be able to position yourself favourably .
• Continuously strive to improve . Examine the impact of the utilised strategy and the organisation to determine what you excel at and where you fall short .
Brand positioning is one of the most important aspects of the complete brand architecture and strategy since it communicates the brand ’ s values , ethos , vision , and foundations . In a world where brands compete on a global basis , having a strong positioning plan is critical to a company ’ s success .
# 2 : Brand Perception
They say beauty is in the eye of the beholder . This is also true for business . People view brands according to their own discernment . This is what we call brand perception . Customers ’ opinions of a product or service differ from those of the company that owns the brand . And regardless of how good a product or service may or may not be , consumers ’ perceptions of brands influence their purchasing decisions .
Consumers form feelings about a brand based on what the brands say and how they say it . As a result , it is critical for businesses to understand what people truly believe about their brand and whether it aligns with the image they want to portray . Digital marketing is a key component of building a sustainable and positive brand perception , and social media influencing business model supports this . The audience will believe in a brand ( in this case an influencer ) based on how it portrays itself . The whole aim is portraying a certain image in order for people to take notice and brands to engage them .
Everything about being a social media influencer is based on perception : WHAT the audience will see , WHEN to post , WHOM to be seen with , WHERE to go , HOW to dress right down to what one eats and drinks . Perception is key . Other factors that contribute to this perception are :
Tone and Messaging
People do not make decisions based solely on reasoning . Instead , emotions drive them , hence it is vital to utilise the appropriate tone and include emotional clues in communicating . Therefore , in order to drive brand perception , marketers must produce advertising that weaves in powerful emotions . One wrong word or phrase can cause an upset . Years ago , Orange Botswana posted an ad using a Setswana proverb which caused much upset . Their intention , I believe , was to use the vernacular in order to appeal to the ordinary Motswana . Marketers must balance customer reactions with the context of the message to avoid customers associating the brand with a bad emotion .
Experience
I recently gave News Café Gaborone a low rate on Google maps . Within a day ,