One key step in launching a business is planning and strategizing how to position your brand in your customer’s mind.
👉 Brand positioning takes into account the customer needs, your company’s strengths and weaknesses, and the competitive landscape to determine what makes your brand stand out in a crowded market.
How Do You Define What Makes Your Brand Unique?
A great starting point is to evaluate the four main factors that directly impact your sales:
- Price: Should your product be affordable or exclusive?
- Product: Should you focus on scalability or prioritize high quality?
- Promotion: Should you go fully digital or invest in personalized brand experiences?
- Location: How does your business’s location influence your sales? Should you target local customers or sell online to a broader audience?
But how does Brand Positioning work in the real world? Let’s look at two fashion brands that sell the same product—a fur coat—but use completely different strategies.
Brand Positioning Examples in Action
Brand 1: A luxury fashion house in New York.
This brand wants to be seen as a sophisticated, high-end label offering premium-quality products. Their ideal customers are wealthy businesswomen looking for unique, exclusive clothing. Instead of relying on mass marketing, they focus on exclusive brand experiences like fashion shows, launch events, and seasonal editorial spreads in prestigious fashion magazines.
- Sophisticated, Exclusive, High-end
- Based in New York
- Invest in exclusive Events & Editorial Campaigns
Brand 2: A digital-first collective in Singapore.
Founded by a group of young, up-and-coming stylists, this brand aims to be modern and trendsetting. Since they want global reach, they’ve built a digital-first brand, leveraging platforms like Instagram and TikTok. Their marketing strategy revolves around interactive digital experiences, such as live shopping events.
- Accessible, Modern, Trendsetting
- Based in Singapore
- Invest in Social Media Campaigns
Looking at these examples, it’s clear that while both brands sell fur coats, their approaches to reaching customers are different, right?
The right brand positioning ensures that your product connects with your ideal audience. By defining your strategy early on, you can build a strong brand that resonates with your ideal customers and stands out in the marketplace.
