How To Develop A Competitive Brand Positioning

DSM Digital School of Marketing - competitive brand positioning

Competitive brand positioning defines how your organisation will establish – as well as maintain – a competitive advantage. It’s one half of your brand platform while the other is your brand identity. In other words, what your brand stands for.

Your competitive brand positioning positions your company in terms of who you are selling to, what the scope of your business is as well as what you do to create value for your customers. Your competitive brand positioning drives your business strategy and operating plan.

In order to successfully compete, you must recognise what you’re competing against, for whom in addition to how best to position your brand in order to leverage your strengths as well as to take advantage of market opportunities.

Why Is Competitive Brand Positioning Important?

Without a competitive brand positioning, your brand may only remain an abstract vision or a collection of cultural values which sound fantastic but don’t actually make a difference in the marketplace. A meaningful, powerful and valuable brand is based on a clear, crisp articulation of your competitive strategy.

Every business has competitors so in order to compete effectively, you must understand what you’re competing against for whom as well as how best to position your brand so that you can leverage your strengths and take advantage of opportunities in the market.

When your market plainly sees how your offering is separate from that of your competition, it’s more straightforward to influence the market as well as win mindshare. Without brand differentiation and competitive brand positioning, it takes more time and budget to lure the market to engage with you. As a result, many organisations end up competing on price which is a tough position to sustain over the long term.

What Is The Difference Between Competitive Brand Positioning Statements And Taglines?

Competitive brand positioning statements are frequently confused with company taglines or slogans. Positioning statements are for use internally. These statements serve as a guideline for the marketing and operating decisions of your organisation. A positioning statement helps you to make key decisions which affect your customer’s view of your brand. A tag line is an external statement that is used in your marketing efforts. Insights from your positioning statement can be converted into a tagline however it is important to distinguish between the two.

How Do You Put Together A Competitive Brand Positioning Statement?

In-depth knowledge of your target audience, your competitors, as well as your own organisation, enables you to define a strong positioning. Make use of rigorous market research and competitive intelligence in order to uncover new insights to establish a proprietary point of view about the market opportunities and competitive landscape.

Many marketers don’t have the clarity as well as conviction of following through on their words. Without certainty, you are certain to default to the status quo. Turn all you do into an expression of your desired positioning and then you are able to create something special. This takes courage. To actively position your brand means that you need to stand for something. Only then are you truly on your way to owning your very own position in the mind of your customer.

Positioning your brand well in the eyes of your customers is a cornerstone of marketing success.

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