What is brand positioning and how is it done?

When we refer to a car brand known for its reliable cars, a sportswear company that supports social causes, a manufacturer of long-lasting batteries, is it immediately clear which brands we are talking about? Brand positioning is the very thing that allows you to understand which brands these statements refer to. In this article compiled by the online PR service B2Press, we'll cover what brand positioning or brand configuration is, why it is important and how it is done. 

Have you ever felt like some brands sit closer to your heart while others do not even cross your mind? And have you ever given it a thought why it is so? No worries if you have not; this is exactly what we are doing in this article. We will talk about what brand positioning is, how it endears us to a brand, makes a company an advocate or representative of a concept or an idea, and since when it's been on marketing professionals' agenda. Being one of the most important stages of the brand development process, this subject will be the main focus of this article in addition to the role of media relations, communication studies and public relations in the steps of brand configuration. We'll show how important it is and try to draw a roadmap. Finally, we will examine current and successful examples of brand positioning from Turkey and all around the world.

Enjoy reading!

What is brand positioning? 

In short, brand positioning is a process that aims to associate the brand with various concepts and perceptions in the mind of consumers while playing a crucial role in building brand value in their eyes.

An article in Qualtrics states that the history of the brand positioning concept dates back at least 50 years. Put at the center of the branding journey by many brand professionals and marketing experts despite its 50-year history, this concept was first coined by the advertiser and consultant Jack Trout in 1969. Positioning, which Trout defines as "what the ad does to the product in the mind of the prospect," is further elaborated in Al Ries' 1981 book "Positioning: The Battle of Your Mind" as follows:

To understand the processes associated with positioning, it is necessary to first understand the concept of brand positioning. Also called perception, brand position refers to a characteristic that is identical only to a specific brand while being the sum of all the concepts, definitions and images associated with the brand in the mind of consumers. In this respect, brand position becomes the only prerequisite for consumers to distinguish a brand from its competitors. Because especially in consumer-oriented industries, being "different" is not enough to stand out and gain a competitive advantage. In addition to being different, different brand positions such as "strong, market leader, competitive, innovative, reliable, young and premium" need to be achieved. 

To understand the processes associated with positioning, it is necessary to first understand the concept of brand positioning. Also called perception, brand position refers to a characteristic that is identical only to a specific brand while being the sum of all the concepts, definitions and images associated with the brand in the mind of consumers. In this respect, brand position becomes the only prerequisite for consumers to distinguish a brand from its competitors. Because especially in consumer-oriented industries, being "different" is not enough to stand out and gain a competitive advantage. In addition to being different, different brand positions such as "strong, market leader, competitive, innovative, reliable, young and premium" need to be achieved. 

Brand positioning also includes all processes, strategies and activities aimed at creating this position in the consumer's mind and positioning the brand there. Many stages from defining the target audience to determining the brand name and slogan, from creating a brand identity to discourse analysis, from strategic planning for brand communication to determining what channels to use for marketing and communication activities... Each of them is a part of the brand positioning process and helps to position a brand so that it can occupy a unique position in the mind of consumers.

Brand development and brand building start with the business idea and method going all the way to the identification of a multidimensional brand attitude and communication strategy. Without further ado, we would like to discuss the significance of brand positioning processes for branding. 

Why is brand positioning important? 

Brand positioning, which allows you to differentiate your products and services from competitors and create a unique place for yourself in the mind of consumers, can also help transform the design and marketing process of your products and services. On the other hand, your marketing plans, communication activities, PR activities, brand colors and slogans - all the visual, audio and written elements that help you communicate and interact with your target audience - change according to your brand positioning. 

On the other hand, your brand position has a direct impact on purchasing decisions of consumers. The technical aspects of some products or services, the way they are presented, or the benefits they provide to consumers cannot stand out among others because of the nature of that product or service. The decisive factor for a purchase decision at this point is the sum of emotions that your brand styling inspires in the consumer. 

Now that we have covered what is the sine qua non of the brand development process and why it is important, we can move on to the implementation stage!

How is brand positioning done? 

A well-articulated and clear message delivered consistently is essential to the brand positioning process.

This quote will help you create your brand positioning strategy. Because in figuring out your clear brand message, you need to decide what you stand for as a brand and who you address, in other words, your target audience or personas. Personas are defined as "representations of your target audience". The process begins by asking the following three questions:

1. Who are we appealing to? The answers to this question correspond to market segmentation. It helps you determine the audience most likely to buy from you or who needs your product or services the most. Remember that consumers want to identify and connect with brands. Only brands that understand their target audience can achieve a correct brand position and claim an unshakable place in the mind of consumers. For B2C brands, issues such as what consumers care about in their lives, the activities they enjoy, what they do in their free time, what values they embrace or their mindset are among the things worth considering in this context.
2. What do we do? The answer to this question will help you figure out what your business model should be like and how to grow your company into a profitable enterprise. What problems do you solve for consumers with your products or services? What consumer needs do your brand, products and services meet? These questions, asked during the brand positioning process, will also help you discover the strengths of your products and services as well as areas open to development.
3. Why do we do this? Your answer to this question is very important to achieve your first concrete positioning strategy. Showing how your brand stands out from its competitors in terms of solving the problem at hand and meeting consumer needs, this question not only helps you determine your brand position. It also facilitates the strategic decision-making process in your business, from your slogan to your brand name, from your communication strategy to the foreign markets you intend to enter.

Once you have given coherent answers to these questions and clarified your message, two important steps remain: 

The first one is to ensure that the messages you set are accepted by your shareholders, board members, business partners, and employees - in other words, by all stakeholders of your company. Turning your message into a shared principle will facilitate decision-making processes in each department, with indications of what option should be prioritized. 

The second step is to communicate your messages clearly to your consumers. You have created your product and service range and have a clear brand message. So how will you market these products and services to consumers? Social media communication, advertising campaigns, product packaging, outdoor campaigns, events, social responsibility projects… Of course, there are various ways to connect with the target audience. But if you want to build long-lasting brand awareness with medium- and long-term investments as well as a successful brand positioning strategy, you should definitely take public relations into account. 

Now, if you like, let's talk about the importance of PR or public relations in brand positioning strategy.

The role of public relations in brand positioning

Public relations have been actively used in brand positioning or brand structuring processes for many years. Many companies work with PR agencies or PR service providers for various communications services through their corporate communications departments. PR services in particular contribute to brand positioning and brand perception by leveraging communication activities via services such as online press release distribution and media monitoring. 

Public relations play an important role in network development as it encompasses communication activities via favorable media channels. When a company is presented through press releases on news sites and print media, this attracts the attention of its customers, potential investors and business partners. This helps to increase your brand awareness among your customers throughout their decision process. In addition, customers become more likely to do research on your product, make an actual purchase, or even become loyal customers. 

Brands that regularly make an appearance in the media via original and newsworthy press releases, either in the national or industry press, tend to cultivate much better media relations. Companies that build relationships with journalists, magazines, and the most-visited news sites gain a leading brand position within their industry niche in the eyes of these individuals and organizations. 

Finally, press releases are a practical communication tool to share developments about the company with the public. Public relations via press releases to maintain a consistent brand image are also important to build trust with consumers. Press releases are considered one of the most valid forms of effective and agile communication in times of crisis that may damage the existing brand position, or in repositioning processes that aim to bring the brand to a new level. 

Inspiring brand positioning examples

Apple: Apple, the first company in the U.S. to exceed $1 trillion in market value, introduced its green computer using the slogan "Think different" at a time when all computers were boring and gray. Then, it became a lifestyle brand by associating itself with "creativity" in the mind of consumers. Have you noticed that Apple computers are used in many creative agencies and that many musicians or visual designers prefer Apple devices? Apple's decisions like these were reflected throughout the brand identity, and every little detail from product and store designs to commercials and interface designs had the "think different" slogan running in the background. 

Coca Cola: Coca Cola, the maker of the first sample of cola, emphasized the concept of "originality" in its brand positioning. This placed Coca Cola in the position of "a brand that sets the standards for cola". Positioning its products as thirst-quenching and refreshing, the brand also repeated in many advertising campaigns that it promised consumers happiness and joy. Coca-Cola, tailoring its brand communication to local markets successfully as manifested in its Ramadan ads in Turkey, is now the first cola brand that comes to mind in many countries. 

As we wrap up...

As B2Press Online PR Service, we tried to provide tips on what brand positioning is, why it is important and how to do it in this article. Let's add a little reminder, too. Brand positioning is not just for newly created brands. 

Brands that are already in business can also reposition their brand by embracing a new discourse or approach. Called repositioning, it is an activity favored by many brands. Brands that experience significant sales declines or undergo major organizational changes such as transitioning their products to focus on a new industry need to determine their repositioning strategies. 

To catch up with new trends in PR studies, one of the important pillars of brand positioning and benefit from the cost and speed advantages of the online PR service model, join the world of B2Press, which offers press release distribution services in 23 languages in 30 countries.