Definition: Brand positioning
What is brand positioning?
Brand positioning is the process of establishing a unique identity for a brand in the minds of its target audience. It is crucial for businesses of all sizes, whether they are well-known brands or startups. It involves creating a distinct brand image that sets it apart from its competitors, and communicates its values and benefits to existing and prospective customers. Brand positioning is essential for any business, as it helps to build brand awareness and loyalty, increase market share, and drive sales.
Why is brand positioning important?
It creates a strong identity and differentiates a brand from competitors
Brand positioning helps marketers influence how their target market perceives their products or services. It creates a unique identity for a brand by defining its purpose, values, and what makes it unique. A strong brand positioning strategy can help a company differentiate itself in a crowded landscape and create a compelling reason for customers to choose its products or services over others.
It clarifies the USP and value proposition
Brand positioning creates a clear and consistent message across all marketing channels, including advertising, social media, and content marketing. By defining its unique value proposition, a brand can make sure they target the right audience with the right message at the right time and create consistent content experiences. Effective brand positioning can increase a company’s value, command premium prices, and reduce costs associated with marketing and sales for long-term ROI.
It creates a strong connection
When done well, brand positioning establishes a strong emotional connection with customers and leads. By creating a unique brand identity, businesses can develop a relationship with their customers that goes beyond the functional benefits of their products or services. This increases the likelihood of converting leads into customers and building trust and loyalty—along with increased customer advocacy—which helps to increase brand awareness and drives sales.
It ensures brand consistency
By consistently delivering on your brand promise and aligning your marketing messaging across all channels, you can build trust with your customers and create a loyal customer base that will recommend your business to others. Consistency in branding also makes your brand and your products more memorable and desirable; for example, when presented with many similar products, buyers usually tend to buy the ones they recognize as familiar, thanks to its consistent branding.
How does digital asset management help brand positioning?
Digital asset management (DAM) can play a crucial role in brand positioning. DAM software enables businesses to create, manage, and distribute digital assets, including images, videos, and other creative content. By centralizing and organizing their digital assets, businesses can ensure that their branding is consistent across all marketing channels.
DAM software can help with brand positioning in several ways. Firstly, it ensures that all marketing materials are on-brand and consistent with the company's brand guidelines. As mentioned above, consistency is essential for building a strong brand identity and making sure customers recognize and remember your brand.
Secondly, DAM software can help businesses to create customized marketing materials for specific customer personas. By tailoring their messaging and creative assets to different segments, businesses can create a more personalized customer experience that resonates with their target audience.
DAM software can also help businesses to streamline their creative processes, allowing them to produce high-quality content more efficiently. This ensures businesses have a consistent supply of on-brand marketing materials, making it easier to scale and execute their brand positioning strategy effectively across all channels.
The Forrester Wave™ Digital Asset Management for Customer Experience, Q1 2022
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