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Examples Of Brand Positioning And Why They Work

Brand positioning isn’t about tooting your own horn.  It’s about a company finding a place in the market that’s all their own.  The company creates a good slogan or tagline.  It develops a presentation method that puts the company in the proper light and gets people excited about their business and products. 

Brand positioning is all about engaging with your customers. 

The company that makes itself unique in the eyes of its patrons does so with a flair and style that resonates with them.  Every business wants to be remembered and admired. 

Brand positioning is about the fulfillment of that desire. 

When brand positioning is successful a company not only boosts sales; it develops a personality that makes it memorable.  People think and say the company’s name when a product is mentioned. They recall the company in a distinctive way and can’t wait to do business with it again and again.   


Examples Of Brand Positioning And Why They Work

Branding is perhaps one of the most important elements of running a business.  A company’s brand is its calling card.  It is the thought, emotion, and judgment evoked when the company’s name is mentioned.  It is more than any logo or slogan, though both those elements contribute to branding and reinforce its strengths and foundation.  A brand is the sum total of how a company presents and markets itself.  It is a result of the company’s behavior; it is also a reflection of that company’s intent and how it exercises that intent.  

Brand positioning is how a company sets itself apart from the rest of the field.  It’s about getting customers to notice and make a connection with the company’s unique brand.  Brand positioning reflects upon a company’s values and character.  It is achieved by establishing a certain tone and point of view.  The way a company presents itself is unique.  No matter how crowded the field is, every company has its own way of operating and displaying its business.  How the company chooses to do that presentation has everything to do with how consumers and other businesses can approach them in return.  Brand positioning is about how people feel when they have the company in mind. 


Seven Examples Of Good Brand Positioning

Here are seven companies that do an extraordinary job of positioning their brand.  Some of their methods are similar to one another, while others are very idiosyncratic.  What they all have in common is that their methods are effective.  Each business has established a brand that is memorable and one of a kind.  


1. Amazon

This company’s brand position gets top marks.  Its market cap is number one as a result of its brand positioning.  The company’s very name is synonymous with profit and success.  Amazon is known for its top-tier customer service, efficient delivery pipeline, and extraordinary use of online marketing and sales.  The company began by establishing a reputation in the niche market of book sales, then systematically building upon that foundation to become know as the indispensable ‘everything’ store.  Part of Amazon’s brand positioning derives from a reputation for having competitive prices on a nearly limitless variety of products.  The company backs that marketing effort with customer service that works to fulfill a promise of providing the best value.  


2. Tesla

Tesla began with the daunting task of differentiating itself in the competitive world of luxury car sales. The company focuses upon notions of quality and capability.  It pushes the idea of innovation and future proofing by touting its product lines of electric vehicles as sustainable and eco-friendly.   The company successfully maintains this position despite its product being more expensive than its competitors.  Tesla manages this contradictory feat by telling a tale of inspiration and discovery.  The character of Tesla’s CEO, Elon Musk, is a substantial part of their marketing strategy.  His brash, engaging persona is tied to the idea of Tesla vehicles being fun, while still being pragmatic and responsible.  The company’s vehicles are built to outperform its electric-car competitors.  Customers are made to feel they’re on a ride into the future, carried on a wave of innovation and new technology.  


3. Apple

Apple’s late founder Steve Jobs is known for saying he didn’t simply want to sell people something they wanted, but to present them with the thing they hadn’t realized they needed.  This attitude led Apple to build innovative computers that perform at a high level and mobile devices that stay on the cutting edge of cellular delivery.  Apple is a brand everyone knows and one that remains consistently associated with high-end performance.  People expect Apple products to be the best.  The iPhone alone is considered the cream of the mobile industry crop.  Apple maintains uniformity and quality control of its products worldwide.  They match this global consistency with a regionally specific customer service that caters to its client’s particular needs.  


4. Nike

Performance has always been Nike’s calling card.  Nowhere is this more visible than in the nature of their brand positioning.  The company’s core product of shoes and athletic equipment is known for its innovation and quality.  In step with that high-performance manufacturing is the line-up of Nike representatives and spokespersons.  Athletes who excel or establish reputations for top-level performance either get a contract to represent Nike or must turn down their very lucrative offers.  This same company that invented the waffle shoe and named itself after the Greek goddess of victory brands itself as an entity that pushes people to do their best.  Nike is considered a premium brand with a high-end product.  They market that luxury price tag as an example of the cost of excellence and greatness.  


5. Geico

Geico’s brand positioning is so successful you might be forgiven for thinking no one else sells affordable car insurance.  Unlike many other names on this list, Geico doesn’t present itself as a luxury brand, but rather spreads its fame as a purveyor of ubiquitous affordability.   Though it sells other forms of protection, the company’s brand positioning choice was to make its name synonymous with car insurance.  More to the point, Geico wants customers to believe it can sell you the cheapest car insurance in the shortest amount of time (‘fifteen minutes’).  Geico uses witty and quirky ads, combined with one of advertising’s most memorable mascots, to sell the notion that it is ‘rescuing’ you from paying too much for your car insurance.  


6. McDonald’s

This well-known brand has made itself the undisputed king of fast food.  It has also made its name an adjective that affects the descriptive capability of the English language.  If you want to say something is affordable (or cheap, if you’re being disparaging) you only have to put the prefix ‘Mac’ in front of it. Such is the universal power of McDonald’s brand positioning.  The company stresses the uniformity and consistency of its product.  A McDonald’s hamburger in Nepal is supposed to taste just like the one in New York.  Despite the uniformity, the company isn’t tone deaf.  They offer specialized products that fit the cultures of many host countries.  This attention to detail and focus on consistent quality has given McDonald’s a unique and well-placed brand position.  


7. Trader Joe’s

Trader Joe’s has a unique look.  Its nautical theme resonates as innovative and lighthearted.  Customers are given permission to have fun while shopping.  The store is a chain, but it presents itself as a local neighborhood bargain grocery store.  That persona has given Trader Joe’s its own distinct position in the marketplace.  There’s no other store quite like it, and its customers find it memorable and reliable.  


Conclusion

While each of the above examples has a unique take on their brand positioning strategies, there are some common factors.  Consistency is certainly important.  Whether they’re pushing luxury or affordability, each company stresses reliable quality control and delivery.  It’s important that their product live up to the brand position’s ethos.  They don’t rely on necessarily destroying or outpacing their competitors.  The emphasis is on making a connection with an audience and delivering a product they can stand behind.

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