How to create a unique brand positioning strategy

04 October 2023
By Thato Mokau

In a marketplace teeming with competing voices, your brand’s positioning strategy is your beacon, guiding you to stand out and be recognised.

Just as a ship uses its compass to navigate through tumultuous seas, your brand positioning points you in the right direction, ensuring you resonate with your target audience. Brand positioning is not just about marketing tactics. It’s a holistic approach to forging a unique identity, setting your brand apart, and ensuring it occupies a distinctive place in the minds of consumers.

Brand positioning: More than just a name

Your brand is not just a name or logo; it’s a story, an emotion, a promise. Positioning that brand is about determining how you want your audience to perceive that story. It’s about aligning your brand’s true values with your customers’ needs. 

Creating a unique brand positioning strategy involves embracing the core essence of your brand and finding innovative ways to express it. A powerful positioning goes beyond just products or services; it captures your brand’s soul.

Step 1: Understand your brand’s DNA

To create your niche, you need to know your brand’s DNA. What does your brand stand for? What values drive it? Understand your brand’s mission, vision, and values. This foundational knowledge acts as a stepping stone for creating a unique positioning strategy.


Step 2: Define your target audience

Not every consumer is your customer. Identify and narrow down your target audience. Understand their pain points, desires, and what motivates them. A deep understanding of your audience will ensure your positioning resonates with them on an emotional level.


Step 3: Analyse competitors, but don’t imitate

Understanding the competitive landscape is essential. Study your competitors, not to imitate them, but to identify gaps and opportunities. The aim is to find the whitespace in the market where your brand can truly stand out.


Step 4: Identify your unique value proposition (UVP)

Your UVP is the promise you make to your customers. It answers the vital question: Why should consumers choose you over others? Craft a UVP that is not only compelling and unique but also true to your brand’s essence.


Step 5: Consistency is key

Once you’ve determined your brand’s positioning, it’s crucial to be consistent. From marketing campaigns to customer interactions, ensure every touchpoint reflects and reinforces your unique positioning.


Step 6: Keep evolving

The marketplace is dynamic. Consumers evolve, trends shift, and technologies advance. Regularly revisit and refine your positioning strategy to ensure it remains relevant and resonant. 


Common mistakes in brand positioning strategy

Despite its significance, many brands stumble when conceptualising and executing their positioning strategy. Some common pitfalls include:

  • Being vague: Avoid generic statements. The aim is to stand out, not blend in.
  • Overpromising: Always deliver on what you promise. Failing to do so can erode trust.
  • Not adapting: Staying rigid in a changing environment can make your brand obsolete.


Bringing it all together

Creating a unique brand positioning strategy is a journey, not a destination. It’s a meticulous blend of introspection, market understanding, and innovation. When executed with precision, it ensures that your brand remains top of mind. 

In closing, a  successful brand positioning strategy doesn’t just elevate your brand; it creates a legacy. It’s the difference between being a choice and being the only choice.

Every brand has a story. How you position it determines how it’s told.

Reach out to us if you want your brand to stand out. Let’s help you tell your brand story.


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