Brand Positioning answers the question “Where is my product in this campaign?”

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Positioning a brand with exact precision is job one of every marketer, brand manager or brand strategist. If brand positioning of a brand in a category means finding the differentiator, marketing strategy means finding programs to sell that brand to target audience. The link between these two is the relevant brand storytelling inspired by positioning.

The point where brand positioning and brand storytelling intersect is where the real magic happens.

In any category, scarcity is a valued commodity. If your product or service brand is not highly valued and in abundant supply from a variety of competitors, you better have the lowest price. Of course, in a crowded category, any price will be perceived as too high. Let that not be your brand, let the brand storytelling charm your audiences and your brand be perceived as worth the added value.

Find the unique emotional differentiator

I’m of the opinion most of the time brand positioning is ignored because marketers are unfocused and lose themselves in a multitude of competitive functions and features instead of one unique emotional benefit,  so storytelling becomes promotional copywriting and ubiquitous ad campaigns.

Telling a compelling brand story to the right audience is much more than ad copywriting and attention getting, it’s building an aspirational story  on a brand idea (differentiator).

It’s always better to create “new value” rather than compete for the value created by others.

People have to emotionally connect before they engage with the promise of the brand. This means the brand story must connect and resonate deep within the mind. Of the thousands of brands introduced into the marketplace each year, only a handful will meet this challenge and grow to become the next generation icons in the culture.

Remember: Your brand is your business!

 

Raluca Vasile, MBA, Msc

Strategy Director

Smartbrand –Sensory Power

Strategic Branding, Communication and Design Agency, specialized in sensory branding

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