Brand positioning strategies have been an essential part of marketing since the inception of advertising. In this blog post, we will explore how brand positioning strategies have evolved with social media and increasing opportunities for online and offline touchpoints with potential customers.
First, let's define brand positioning. It refers to the place a brand occupies in the minds of its customers relative to its competitors. A brand's positioning is determined by how it differentiates itself from its competitors, the benefits it offers, and how it communicates those benefits to its target audience. A successful brand positioning strategy can increase customer loyalty, market share, and profits.
Social media has been a game-changer in the world of marketing. It has provided brands with new touchpoints to reach potential customers and has changed how they interact with their target audience. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn allow brands to engage with their audience in real-time and on a personal level.
One of the most significant changes in brand positioning strategies is the focus on storytelling. Social media platforms provide brands with an opportunity to tell their story to a large audience. Instead of relying on traditional advertising methods, brands can now create content that tells their story and connects with their audience on an emotional level. This emotional connection is essential for building brand loyalty.
Another way social media has impacted brand positioning strategies is through the use of influencers. Influencers are individuals who have a large social media following and can influence their followers' purchasing decisions. Brands have partnered with influencers to promote their products and services to their followers. This has become a popular way for brands to reach a new audience and improve their positioning.
Social media has also created new touchpoints for brands to interact with their audience. This has allowed brands to listen to their audience and respond to their needs and concerns. By engaging with their audience this way, brands can improve their positioning by showing that they care about their customers.
In addition to social media, there are other touchpoints that brands can use to improve their positioning. These touchpoints include email marketing, website design, customer service, and product packaging. Brands must ensure that every touchpoint with their audience is consistent with their positioning strategy. For example, a luxury brand should ensure its website design, product packaging, and customer service reflect its positioning.
Real-life touchpoints are just as important as online touchpoints. In fact, they can be even more powerful because they allow brands to connect with their audience on a personal level. Real-life touchpoints include in-store experiences, events, product packaging, and customer service interactions.
For example, a clothing brand can improve positioning by creating a unique and engaging in-store experience. By using creative visual displays, providing excellent customer service, and offering personalized styling advice, the brand can create a memorable experience for its customers that reflects its positioning strategy.
Product packaging can also be a powerful touchpoint to communicate a brand's positioning to potential customers. For example, a luxury brand may use high-quality materials and sophisticated design to communicate its positioning as a high-end brand.
Customer service interactions are another essential touchpoint impacting a brand's positioning. Brands that prioritize excellent customer service and go above and beyond to meet their customers' needs can improve their positioning by demonstrating that they care about their customer's satisfaction and are committed to providing a positive experience.
In conclusion, brands that can adapt to changes in technology and create a comprehensive brand positioning strategy that connects with their audience on multiple levels will be the ones that succeed in today's market. Both online and offline touchpoints, including the use of video, are essential for creating a solid brand image and improving positioning. By leveraging the power of social media to tell their story, engage with their audience, and partner with influencers, and by using real-life touchpoints to create unique and memorable experiences, brands can create a comprehensive brand positioning strategy that resonates with their audience and sets them apart from their competitors. Brands that effectively use video to communicate their message and connect with their audience can improve their positioning and stand out in this crowded marketplace.