Positioning your ecommerce business is one of the most important steps you can take to ensure success. But what exactly is brand positioning, and how can you create an effective strategy?
In short, brand positioning is the process of differentiating your brand in the market in order to attract a specific target audience.
There are a few key things to keep in mind when creating your brand positioning strategy. Here are our 6 steps to success:
1. Know Your Target Audience
This is essential in order to create a strategy that resonates with them. Take the time to research who your ideal customer is, what their needs and pain points are, and what they’re looking for in a brand.
An example of a company who knows their audience is Lululemon, who targets yoga-loving, health-conscious millennials. They do this by creating high-quality, stylish workout gear that is also functional and comfortable.
2. Find Your Niche
Once you know who your target audience is, you need to find a way to stand out from the competition.
What makes your brand unique?
What can you offer that no one else can?
This is where your USP (unique selling Point) comes in. For example, Nike’s USP is their innovative design and cutting-edge technology.
3. Be Authentic
In today’s climate, consumers are more discerning than ever and can see through inauthentic marketing attempts.
It’s important to make sure that your brand positioning is genuine and aligns.
A company who failed at this is Pepsi, with their now-infamous “Live for Now” campaign. The ad featured Kendall Jenner joining a protest and handing a policeman a can of Pepsi, which was widely criticised for being tone-deaf and making light of serious social issues.
4. Be Different
In order for your brand positioning to be effective, it needs to be unique.
There are likely dozens, if not hundreds, of other businesses competing for your target audience’s attention.
So, what makes your brand different?
What can you offer that nobody else can?
A case study is Warby Parker, an eyewear company that differentiated themselves by being a stylish, affordable alternative to designer brands.
5. Keep it Simple
When it comes to brand positioning, less is more.
Don’t try to be everything to everyone – it will only confuse your target audience and dilute your message.
One of the best examples here is Apple, who are known for their simple, elegant designs. Or, think about Virgin, who are known for their fun, rebellious image.
6. Tell a Story
A great way to connect with your target audience is to tell a story that they can relate to.
This will help them see your brand in a positive light and create an emotional connection.
For example, Innocent Smoothies’ “The Fruit Guys” campaign told the story of three friends who quit their corporate jobs to start a smoothie company. The ads were funny and relatable, and helped position Innocent as a fun, down-to-earth brand.
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