We got so many brands, so many choices today. We have supermarkets such as Walmart, Costco, Shoppers. Every brand has its online store. There are more than 100,000 brands and categories to choose from. We can easily imagine the fierce competition in the market.
In such a market, the key to creating a brand that brings consumers different value appeal interest points than other brands is to start with brand positioning. A successful brand positioning will help to let the product/service in people’s minds establishing differences, playing their advantages, and achieving a competitive breakthrough.
A brand is to serve human needs. A brand positioning theory has been emphasizing insight into the mind, occupy the mind of people. Human consumption needs can be divided into three levels psychologically: physiological and safety needs at the bottom, emotional and belonging needs at the second level, and self-realization at the top level.
Brand positioning is to address the underlying needs of functionality and safety. For example, Coca-Cola was born more than 100 years ago as a “The Great National Temperance Beverage” drink. And now they changed to “Open Happiness”.
Brand positioning is followed by injecting emotional factors, mining the emotional imprint in consumer cognition, and generating resonance. Emotional value without personality can not bring value-added value for consumers, let alone arouse the resonance of consumers’ inner world.
An emotional appeal that touches the inner world of consumers will often leave consumers with deep and long-term memories, stimulate an intuition when consumers make purchase decisions, and enhance their brand loyalty.
Individuality of Consumers
Brand positioning is finally to meet the individuality of consumers. Self-realization reflects a kind of social value, is a part of people’s demand for the ultimate quality and status respect, can give consumers a happy experience to express their own personality and taste of life. For example, Rolls-Royce is a status symbol, Ferrari is a symbol of sport.
A brand is a kind of consumer group as the appeal object, highlighting the products for this kind of consumer group, to obtain the recognition of the target consumer group. It is most important to emphasize their unique characteristics in a certain aspect, to be true to reality, and to be consistent from the outside.
Brand positioning is to complete the initial task of brand construction, to create a unique brand positioning, also laid a solid foundation for the brand.
In my experience, there are a lot of small business starts from scratch and ignored the importance of brand positing. A good brand positioning can be a shortcut to successful business sometimes. It can help to prevent wasting too much time of finding the right lane in the market. So if you want to start a brand, even the brand of yourself, think about your brand positioning first.
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