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WHAT IS BRAND POSITIONING?

What is brand positioning?

Brand positioning is a strategic approach that refers to the unique perception and position that a brand creates in the minds of consumers. When we examine this concept in more detail, we can see that it is a comprehensive process that defines how a brand differentiates itself from its competitors by creating a unique identity within a certain market and how it offers value to the target audience it has determined.

The brand positioning process requires developing detailed strategies and implementing them consistently, taking into account critical components that include the company's main purpose, strategic goals, target audience analysis, corporate vision and mission. This process is a strategic necessity that all businesses, from the neighborhood grocery store to large companies, must carefully consider. Because consumers always have a perception about every business - whether it is spontaneous or consciously formed - in their minds. For this reason, every stage of the positioning process is of great importance in order to manage the position of brands in the minds of consumers and the values they will be remembered by with a professional approach.

The Importance of Brand Positioning

Brand positioning is the fundamental strategic element that shapes the brand's impact on consumers and its position in the market. This concept determines how the brand is perceived by its target audience and how it differentiates itself from its competitors. It is vital for the long-term success, sustainable growth and permanence of the business in the market. Below, we will examine why brand positioning is indispensable for businesses.

• Brand positioning strategies are an effective tool in shaping consumer preferences and influencing purchasing decisions. These strategies increase desirability by offering solutions that are in line with the needs and expectations of the target audience.
• They turn consumers’ negative perceptions about the brand into positive ones and create a positive perception by strengthening the brand’s image.
• They strengthen consumers’ loyalty to the brand and lay the foundation for long-term customer relationships. Thus, repeat purchases and brand advocacy are encouraged.
• A strong brand perception improves customer experience and increases satisfaction. This enables customers to prefer the brand more and recommend it to others.
• They protect and strengthen the brand’s reputation; thus, preserving the brand’s value even in difficult times.
• They ensure the brand’s permanence in the market and create a sustainable competitive advantage. This is critical to maintaining and increasing market share in the long term.
• Increases brand awareness and value. Effective positioning strategies ensure that the brand is more easily recognized and remembered by the target audience.

How to Do a Brand Positioning Strategy?

There are various methods to create a brand positioning strategy that are suitable for the vision and mission of the brands. The basic steps to follow for an effective brand positioning are:

1. Determine Your Current Position

If you have been operating in the market for a while but are not able to reach your target audience effectively, you should first evaluate your brand's current position. Analyze your target audience and determine the values you can offer them. The answers you will give to basic questions such as "How do you address the market? Who prefers your products? Through which channels do you conduct your marketing strategies?" will help you clarify your brand's current position.

2. Perform Competitor Analysis

In the brand positioning process, the position of your competitors in the market is of great importance. It is critical to determine the features that distinguish your brand from its competitors. Therefore, you should do a comprehensive competitor analysis and examine your competitors' brand positioning strategies. In this way, you can more clearly reveal the features that differentiate your own brand.

3. Define Your Target Audience

One of the most important factors that shape your position in the market is your target audience. You should clearly define the customer profile that your brand appeals to. Questions such as "Which consumer group does your product or service appeal to? What is the income level of this group? Which social media platforms do they use? What are their demographic characteristics?" will help you determine your target audience.

4. Determine Your Brand's Unique Values

In the brand positioning process, you should clearly reveal the features that distinguish you from your competitors and make you unique. You can strengthen your position in the market by effectively reflecting these features in your communication and marketing strategies.

5. Create Your Strategic Plan

After evaluating your current position, determine the direction you want to move in and develop a strategy accordingly. Focus on these key points when creating your strategy:

• Competitor analysis results and their positioning in the market
• Distinguishing features of your brand
• Your corporate vision and mission
• Your current and target customer profile
• Value proposition and solutions you offer to your customers

This systematic approach allows brands to clearly state the unique value proposition they offer to their customers, while effectively emphasizing the features that differentiate them from their competitors.

What is a Brand Positioning Statement?

A brand positioning statement is an internal positioning summary used to express and promote the value a brand offers to its target market and customers.

This statement is an effective way to concisely explain a brand’s value proposition. When preparing a brand positioning statement, it is necessary to answer the following basic questions:

• Who are your target market and customers?
• What product or service category do you operate in?
• What significant benefits does your product or service provide to your customers?
• How can you prove these benefits?

Brands clearly state the characteristics that differentiate them from their competitors and their brand values by answering these questions in their positioning statement.

Brand Positioning Examples

Strong brand positioning examples are frequently encountered in both global and local markets. In the global arena, brands such as Procter & Gamble (P&G), Unilever and Coca Cola have maintained successful brand positioning for over a century. In Turkey, Turkish Airlines, Arçelik and Şişecam are among the most successful companies in terms of brand positioning.

To summarize;

•   Brand positioning is a strategic approach that creates a unique perception and position in the minds of consumers.
•   For successful brand positioning, the company's main purpose, goals, vision and mission must be taken into account.
•   An effective positioning strategy ensures the brand's permanence in the market and sustainable competitive advantage.

  Ifasturk for a Successful Start: Your Reliable Solution Partner in Company Establishment

After determining your brand positioning strategy, you need a reliable business partner to establish your company professionally. As Ifasturk, we offer you special solutions in e-commerce company establishment processes.

During your company establishment process with Ifasturk:

• ✅ Completion of legal procedures quickly and accurately
• ✅ Professional consultancy service
• ✅ Digital solutions, free from bureaucracy
• ✅ Time and cost savings

You can trust Ifasturk's expert team to embark on a successful brand journey. To get started now, visit our website or    contact our customer representatives.

We are also here for your tax and accounting processes after company establishment!

Remember, a good start is the first step to a successful brand positioning.

Mesut SENEL | Ifasturk CEO

Certified Public Accountant