Positioning is simply to differentiate a brand in the perception of consumers. Different companies thrive on different brand positioning. For example, Rolls Royce is known for luxury and comfort, Ferrari is known for speed, and Volvo is known for safety. So when a consumer wants to buy a faster car, they will easily go for a Ferrari, when they need comfort, they will go for a Rolls Royce and so on. It’s what is embedded in a consumer’s mind. So if you want to succeed in the entrepreneurship landscape as a car manufacturer, you need to position your brand uniquely. For instance, you can position your car brand as a powerful car that can be driven effortlessly through rough terrains. Consumers will identify you with that brand. When, for instance, they want to purchase a car with such characteristics, they will come to buy your car brand. Here are different brand positioning models you could leverage:
1. Unique selling point brand positioning model – Common model in entrepreneurship field
This is the most common brand positioning model. An organization can position its product or service using its unique selling point. For example, iPhone boasts its unique iCloud feature that allows owners to track and find their missing Apple device. If the apple device gets lost or stolen, the Activation Lock feature keeps their information safe and makes it difficult for anyone to use or sell the information. This means that when a customer wants to buy a phone based on security of their data, they would easily choose Apple’s iPhone over other devices.
2. Value-oriented brand positioning model – Great for building business fast
Positioning based on values of the organization and its employees can be a powerful tool to build business fast. The company’s services, processes, and location can be similar to other companies, but the value they offer to customers can propel them to greater heights. Values may include superior customer service, timely delivery, real-time interactive feedback and so on.
3. Purpose-oriented brand positioning model for building business with ease
The ‘’why’’ an organization does its business can prove to be beneficial against how, when, who and where factors. Consumers like to associate with brands that address their pain points. So if the ‘’why’’ of the organization is to address those pain points, the company can build a solid customer base and reap big.
4. Infrastructure-oriented brand positioning model – Good for bolstering your business branding strategies
Most companies focus on infrastructure-based brand positioning, for instance, availability of a wide range of payment options such as credit cards, PayPal, and other money transfer services. They may spice up this positioning by enabling payments at numerous locations and establishing global outreach. This kind of positioning is developed through innovation and huge capital outlay. Due to globalization, payment options effected across the globe can draw many customers to your brand.
— AionHill (@AionHill) 24 de junio de 2017