Two Must Criterions of Brand Positioning

Through this blog, let us take a quick look at the two must criterions of brand positioning implemented by brand owners from time to time.

Customers should able to differentiate your brand from others. Once you establish your brand as a leader by making a claim that no one else can outdo the benefits or features of your brand, you are making a conviction to customers that they have made the best choice by adopting your brand and not competitor’s. It is however tricky to position your brand as the best of all brands that offer similar features and benefits. So, the big question is ‘how would you let your customers differentiate your brand?’ The very basic of developing a difference of your brand lies within every single experience you have had. Besides, you can also relate some more factors (explained below) to help you differentiate your brand.

A good brand signal- By brand signal, it means the external components of your brand that marks its identity on customers’ mind. The brand logo, tagline, colour etc. should be aptly chosen (for those brands that are going to be newly launched). Through your brand, you signal customers that ‘here is what you are looking for’. A well planned advertising campaign implemented through an effective media is the only way for your brand to get acknowledged amongst customers quite easily.

Secondly, performance is a must. You cannot talk about what your brand doesn’t offer at all. Every advertising word you provide customers should be as ‘holy and ethical’. If customers find your brand the same (as promised to them) they will stick to your brand in the near future as well. It is always an appreciative measure to generate brand loyalty on customers’ mind. For this, you need to execute different ideas and offerings with speed and urgency. It is also important to examine every single strategy that you have executed to position your brand.