What is Brand Positioning Part Two

How To Position Your Brand At The Highest Point  

Step 1: In order to create a unique and successful positioning for your brand, you need to analyze the following: 

• Understand what your consumers want. 
• Understand what your company’s and brand capabilities are. 
• Understand how each competitor is positioning their brand. 

Step 2: Once you’ve done that, you will need to choose a positioning statement that: 

• Will resonate with your consumers. 
• Can be delivered by your company (capabilities). 
• That is different from your competitors. 

An easy way to define a brand positioning statement is to summarize it in three words. For example, “vegan, traditional & feminine”. Try not to choose generic words such as “quality-products, unique, cutting edge” because this is the aim of every brand. 

Step 3: The remaining challenge is to then reflect this brand positioning in everything that you do (brand personality, packaging design, product such as customized self-inking stamp, service, visual identity design, communications, etc). 

Nike's effective Marketing Mix Program supports the brand positioning in the target market. The Nike advertising element distinguishes it from its rival competitors.