Brand Positioning 101: Strategy, Types, Examples

We often suggest that founders first complete a use case map, and then also list all the different categories that fit their product. If you’re Salesforce, you can likely go after both immature and mature markets simultaneously with massive amounts of GTM and product muscle. If you’re an early stage startup, you will likely need to choose one or the other. Additionally, because product categories are “hardened,” mature use cases, they contain a built-in market segment. That is not to say that outcomes do not play a role in our model — they absolutely do. However, unlike functional activities, they are not an effective way to segment for B2B.

One common approach is to use surveys to ask consumers how they perceive the company or brand in relation to its competitors. Another approach is to use market research data, such as sales data or customer satisfaction surveys. Starbucks has built a strong reputation as a high-quality coffee brand. In order to maintain this positioning, Starbucks carefully selects many very specific details around its customer experience, including the locations for its stores and where it sources its coffee beans. For example, the company avoids saturation in any one market, instead opting for a more strategic approach that allows it to maintain its premium image. By targeting affluent areas and avoiding direct competition with other coffee brands, Starbucks has been able to keep its prices higher than the average cup of coffee.

Discover Effective Brand Positioning Strategies

Below are two ways to visualize the differences between your brand and your competitors. This is the B2C version of the Elements of Value (there’s a B2B version as well) to help you visualize the elements together. Watch our video to learn more about how you can use this framework with your brand. Below are two frameworks you can use to break down the motivations of your customers.

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All of the squares (both brown and purple) represent potential target market segments that could be the focus of your positioning strategy. You then see how you compare against the rest, based on how your target audience perceives the product or service. There are a few things to keep in mind when interpreting a positioning perception map. First, it is important to consider the context in which the data was gathered. For example, if the data was gathered during a time of economic recession, it is likely that the results will be different than if the data was gathered during a time of economic growth. For example, if the target audience is young adults, the results may be different than if the target audience is seniors.

That being said, market positioning is an ongoing process that requires continuous monitoring and adaptation. As consumer preferences and market dynamics change, you need to stay agile and adjust your positioning strategy accordingly. This may involve reevaluating the target audience, refining the USP, or even repositioning the brand entirely.

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With that being said,choosing the right influencers to endorse your brand is critical. Make the wrong decision and your business can end up being positioned in a totally different direction than what you set out to achieve. Despite the sponsorship confusing people at first, it gave McDonald’s the publicity and platform they wanted to raise awareness around obesity. For your customer, your company is the your market that best delivers on your promise because your company is your evidence. Once you have the answers to the above questions, your competitive positioning will become clearer. Yes, Roobet compensates its esports, traditional sports, and social media influencers for promoting or acting as ambassadors for the brand.

There are also organizations that create intricate brand onions, wheels, bridges, or platforms, but are utterly bereft of a creative expression that people can actually care about and believe in. Use your brand positioning to create stronger brand awareness and positive associations in the market. When all of your online presence is consistent to the same messages, you build your reputation as a trustworthy brand that knows what they’re about. Message testing is a key part of ensuring a strong brand position, and Wynter is the perfect partners to support you as you play this long-game.

Focus on Target Market

The trap that people often fall into though is thinking they can simply fill out a positioning statement outline without doing the work it takes to define and understand the inputs for it. Positioning speaks to how a brand communicates its unique value in a way customers can easily understand. Any “vertical” (i.e. industry-focused) positioning approaches begin with a wide use case and then layer on an industry focus to further segment.

• That’s why it’s essential to get market positioning right the first time.
• Once again, this is less about how you see your brand and more about how your customers see it.
• The narrower the use case, the higher your chances of success… but the smaller the total market opportunity.
• These strategic actions are part of their brand repositioning efforts.

Communicate the Repositioning

It’s an internal tool designed to focus and align efforts with your brand, mission statement, and value proposition. We can recommend checking out GroupMap’s free tool and reviewing this article offering tips on plotting and reading market maps. In conclusion, Roobet’s foray into sponsorships is a multifaceted strategy, intertwining the realms of esports, traditional sports, and influencer marketing.