Brand positioning: development features

Brand positioning is the finding of a special place in the mind of the intended target audience. In addition, this process involves the creation of a special image and attributes of the commercial brand, which will allow the company to stand out against the background of competing firms. Advertisement of the goods is necessary for the consumer to understand, whether it is necessary for him, whether he meets his expectations.

The development of the brand concept is the basis and basis, which should be designed to realize a long-term perspective. This process should include the development of a key idea, attributes and a portrait of a potential consumer.

Brand positioning has a double meaning. First, it is a process in which the development of the basic concept takes place.

Secondly, it is necessary to identify a few words that will become the quintessence of development and will be remembered very quickly.

Designing a brand is a complex and multi-stage process that will include several major stages. Let us consider them in more detail.

First step. To begin with, the competitors' environment is analyzed in order to build a field, to evaluate their communication platforms, to conduct qualitative and quantitative research in the market in order to identify consumers.

Second phase. Further it is necessary to form hypotheses of positioning, to choose key attributes of a brand, to develop variants of available platforms. In addition, the key properties are described, the ideology is graphically formed.

The third stage is the final development of the company's brand. It tests the available options for matching the preferences for the target audience and the uniqueness in its environment.

As a result, the final version is selected and approved.

The positioning of the brand, its planning and formation should be based on four golden rules.

The first law. This process must be recognizable and unique. This is necessary for a clear and successful differentiation from competitors on the market. Practice shows that it is impossible to win this "war" if you offer the user a similar positioning, which is already occupied by another, even if it is successfully developed by the brand.

Second law. This process must be carried out taking into account the obvious and hidden needs of customers. Management should ask itself a number of certain questions. Is the product necessary for the consumer? Are the properties and qualities offered by this product important for it?

The Third Law. Brand positioning must be supported by real and winning facts. It is recommended to do this so that the consumer does not experience disappointment from contact with the goods. If this principle is violated, then a situation arises that is called "syndrome of unjustified expectations." In the reverse situation, there is an excellent basis for success.

The Fourth Law. Positioning should be respected even in the smallest details. This also applies to the process of selling products. The fact is that a prestigious brand, which has a high cost and exclusive positioning, needs selling in prestigious places, rather than in commercial tents. Such an approach will very quickly be able to deposit and discredit it. On the contrary, the mass product, which is presented at low cost, does not require the use of complex receptions in its advertising campaign.

The Fifth Law. Brand positioning should be mandatory, it has the value of the cornerstone on which the building of this brand is built.