In a crowded market, stand out or step aside.
These days, competition is everywhere. There are 10 brands for every product and 50 discount codes for each. Customers aren’t just spoiled for choice; they’re wielding it like a weapon. Businesses face shrinking profit margins, growing customer demands, and the pressure to stand out.
Without clear positioning , your brand risks becoming another “meh” option in the sea of “whatever.” If customers can’t tell why they should pick you, they’ll go for whoever offers free shipping or a 10% coupon. Trust me, I’ve been swayed by free shipping before too.
Brand positioning is your spot on the map in your customer’s brain. It’s what makes you unforgettable. Done right, it turns your USP (unique selling proposition) into something people rave about. Think Apple—it’s not just tech; it’s sleek, innovative cool tech.
It’s also how you differentiate . If you’re selling coffee, are you the affordable choice (McDonald’s), the premium pick (Starbucks), or the “we’ll keep you awake forever” brand (Death Wish Coffee)? Knowing your niche is how you cut through the noise.
Good positioning makes customers feel something. It’s emotional. Nike isn’t just shoes; it’s empowerment. Tesla isn’t just cars; it’s the future. People don’t just buy your product—they buy the idea behind it. Once you tap into that emotional connection, you’re golden.
Also, positioning isn’t just for customers. It’s for your team, too. A strong position rallies employees around a shared vision. Suddenly, everyone—from marketing to customer service—is rowing in the same direction, and the results are like magic. Or, you know, profits.
Start by asking the hard questions: What makes us different ? Who is our ideal customer? What pain points are we solving? Then, make that message crystal clear. I once worked with a team whose “positioning” was so vague, we didn’t even know what we were selling. Spoiler alert: it didn’t go well.
And don’t be afraid to niche down. A narrow focus might seem risky, but it works wonders. Look at Dollar Shave Club—they took on giants like Gillette by focusing on affordable, no-nonsense shaving. Now they’re a billion-dollar brand.
Some brands do positioning so well it’s become their identity . Think Coca-Cola—positioned as “happiness in a bottle.” Or IKEA, where affordability meets Scandinavian design. These brands didn’t just market products; they sold a feeling, an experience, or a lifestyle.
Even niches can thrive. Take Patagonia: they’re not just outdoor gear; they’re eco-warriors. Their positioning attracts people who care about the planet, and as a bonus, those people are loyal enough to pay premium prices.
Brand positioning is your secret weapon in the battle for attention , loyalty, and yes, dollars. When customers know exactly who you are and why you’re perfect for them, you’ve won half the fight.
So, whether you’re the “luxury option” or the “budget-friendly lifesaver,” own your spot with confidence. Stand for something—or risk fading into the background. Oh, and remember: free shipping is nice, but a killer brand position? That’s priceless. 🎯
When I joined a foodservice company a few years back, I quickly realized that the entire conversation—internally and externally—revolved around price. Customers wanted lower prices , sales reps pushed for discounts, and the whole place sounded like a flea market. For a marketer, that’s like nails on a chalkboard. If all people care about is price, it means marketing either isn’t doing its job or doesn’t exist. And I wasn’t about to let that slide.
The goal was clear: escape the price war , build customer loyalty, and make sure our marketing efforts actually contributed to business performance. That meant positioning ourselves properly—because if you look at a business model canvas, everything above revenue and cost structure is just fancy talk for “why should anyone care about you?” Who we are, what we do, how we’re different, and why people should buy from us instead of the guy next door—these were questions we needed to answer, convincingly.
So, we went all in. We tackled the 7Ps of marketing, overhauled our logo, revamped our color scheme, redefined our vision, mission, and slogan, and crafted a compelling brand story. We fine-tuned our product offerings, pricing strategy, distribution channels, promotional tactics, product copy, and even our imagery. We even went as far as internal training—because if our own team wasn’t sold on who we were, how could we expect customers to be? It was like giving the entire company a personality transplant, minus the medical bills.
And guess what? It worked. Sure, we still ran storewide discounts—20% or 25% off for Black Friday, because, well, capitalism—but when we didn’t? Customers still came and bought. The obsession with pricing started to fade (except for the sales team, but let’s be honest, their job is to push for easy wins). We weren’t best friends with them, but that’s fine— marketers and salespeople have differnt goals. At the end of the day, we got what we wanted: a brand that wasn’t just about being the cheapest option, but the best choice.