Brand Positioning: what it is and its importance in the market

What makes your company and its offerings are different from competitors? What perceptions stakeholders have about the brand? They assimilate your message? Your internal processes are done and your products or services are marketed according to the organization promises? These are important questions to be answered without any difficulty because they deal directly from the brand positioning.

Throughout this article we will talk more about this issue, bringing its definition, importance in the market and showing how to build a brand positioning. Interested? Keep watching!

What is brand positioning?

It is a process that aims to position themselves intelligently in the market. Positioning is how your brand is perceived by its stakeholders. It can be understood as a set of attributes real differentiation. The brand positioning is a commitment that your company has towards all its stakeholders. delivery commitment, show and prove all that is promised and communicated coherently.

What is its importance?

Externally, your brand now has a prominent position. For example, this translates into more space on the shelves, more marketing exposure, increased market share, leverage in sales and higher repo rates. This means that your brand has grip and personality and unique recognition. Internally, the company gains in consistency in their processes, attracting new talent and competitiveness.

Have you ever wondered why Nike and Adidas products are best sellers in its category in Brazil? Perhaps the fact that the brand to associate the greatest athletes in the world and reflitir positioning, which is adhered to and valued around the world.

The brand positioning functions as a reference for all actions performed by the organization. The ways in which the processes are executed, communication with target audiences, sales policies should be followed according to the proposed attributes. The idea is that it is not something imposed, but “bought” by the people.

What are the best practices for positioning?

The first steps are: analyze business environments, map the competitors, their market positions and the size of each. Following is made an internal assessment, considering the company’s culture. Finally, we analyze the behavior of consumers, their sorrows and expectations.

From there begin to be mapped differentiating attributes that will be present in the processes, visual identity, marketing activities and communication. Along with this process the objectives must be aligned with business growth needs are defined.

Building a good position makes your business successful, because their products or services play an important role in the lives of clients. This involves the integration of a competitive strategy, brand attributes and domain of your market.

As you work the brand positioning in your company? What are the biggest difficulties facing your brand to stand out in the market? Tell to us!