Positioning oneself as a brand
Brand positioning determines how a company is perceived by its target group and the market position it aims to achieve.
Brand positioning is one of the most important concepts in marketing. A company that has not carved out its place with its target clientele simply does not exist in their mind. A marketing strategy must reflect a clear position, especially in a competitive market.
There are several ways to gain a foothold in the market:
- Distinguish oneself from the competition: for example, by evoking lower prices. This method is frequently used by companies operating in a mature market, which requires a competitive strategy. Corporate Social Responsibility (CSR) can also provide a significant competitive advantage. By adopting sustainable and responsible practices, companies improve their image and stimulate innovation while creating value. The quality of service offered is also an additional differentiating factor.
- Highlight a distinctive advantage: for example, a unique and exclusive feature of the product or service that the competition does not have (e.g., the first fat-free butter). This tactic is preferred to launch innovative products at the beginning of their life cycle.
- Link product image to another: for example, highlight the fact that the product has been recommended by specialists with authority in their field (such as a brand of toothpaste recommended by dentists). The legitimacy associated with these people is thus projected on the product.
For each product launched, the company must aim to distinguish itself in order to increase its chances of success. Asking the following questions can help to develop a differentiating position:
- What? It is necessary to explain the benefit for the customer (e.g., the impeccability of the linen for Ariel, the possibility of wearing a beautiful watch for Rolex).
- Why? In practice, it’s a matter of claiming and demonstrating the superiority of the product.
- With what? Some products are consumed with complementary products (What should I eat jam or homemade pesto with?).
- Instead of what? Customers buy this product at the expense of another. It creates a reflex of substitution (organic vs. intensive agriculture, espresso vs. drip coffee).
- When? Is the product or service related to a particular occasion (meal, chores at home, on a driving holiday)? If so, it must be highlighted.
Strong positioning not only ensures recognition but also creates an emotional connection with customers, which is a key competitive advantage for any business. It allows a company to determine the direction that its different activities must take and to remain consistent in its choices, whether in terms of products, prices, distribution channels, or communication.
Sources: Livre blanc cerfrance: le marketing digital pour les tpe & pme, 2021; Hiam, A., Heilbrunn B. "Le Marketing pour les Nuls", John Wiley & Sons, Inc, 2021; Marrone, R., Gallic, C., Le grand livre du marketing digital, 2018.
