What is brand positioning?

Independent contractor and branding expert William Seegmiller uses his blogs to share with his readers common concepts in branding. One of these is brand positioning. Here's a guide to the term and how businesses can apply it in their work.

According to experts in the industry, brand positioning refers to how a brand differentiates itself in the mind of an individual. Despite the presence of competitors, brand positioning allows a business to stand out in the consciousness of the public. This is why, William Seegmiller says, companies should really take time to think about what will make them memorable.

Some brands go beyond the obvious marketing of their products. Instead of promoting their core products, they instead promote a kind of lifestyle that appeal to the minds of their target market. Instead of just buying a product, they are also subscribing to a kind of image and lifestyle that these brands project. William Seegmiller says that this creates an association in the mind of the consumer. It can also influence consumers to be more loyal to a brand.

On the other hand, brand positioning becomes a representation of the company. Whether it's health, innovation, beauty, or efficiency, these descriptions become attached to the brand. Different from slogans, brand positioning is usually more subtle. This subtlety can also be used to differentiate from competitors. The challenge now lies in coming up with strategies that will lead to a unique brand positioning that will lead to awareness and translate to a sale. By promoting values and choices, brands are telling their stories in a way that consumers will remember.