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Brand Positioning – Breaking Through the Clutter

Posted: Saturday, January 22, 2011

by Chip Osborn
Persuadable Research Corp.

Savvy marketing managers know that engaging targeted customers can sometimes be extremely difficult and that’s where the magic of brand positioning comes into play. Within the realm of modern marketing, the term positioning has evolved into a word to describe how consumers view a particular product compared to other products in the same marketplace. Dutiful company managers are continually nurturing and crafting their product messages to suit consumers’ needs and desires. Similar vocabulary terms have emerged with this concept and are associated with this idea, too. De-positioning and re-positioning both reference taking steps to change a previous or existing product identity.

Brand Positioning is especially important when it comes to small and medium-sized companies because they are often adversely impacted when faced with sudden change.

For example, a high-end apparel shop might find the need to reposition some or many of its offerings if the economy is in a slump. Likewise, salons or restaurants can suffer immediate effects if a competitor suddenly sets up shop nearby or boasts an exciting new product or service. These influences can change the retail landscape and adversely affect the bottom line. So how can a business reinvent their brand or reposition it?

Be connected to the customer base and understand what motivates them and what they aspire to be, as well as what they fear. Match the product message accordingly.
Keep existing customers by showing them great service and encourage new customers to understand how their needs can be met. Explain the product or service benefits on packaging or display materials with a clear positioning message.
Stay savvy with the messages. Social media isn’t everything and mass marketing alone isn’t going to work among the clutter, either. Be both selective and present in appropriate media venues.

One of the best and most economical ways to execute the above recommendations is to measure and monitor existing product performance with a carefully planned consumer survey. Knowing as much as possible about potential and existing customer likes and dislikes is an excellent way to position a brand. In essence, intelligent brand positioning can assist in gaining the right customers’ attention, allowing valuable resources such as time and money to be well spent.

Chip Osborn is the CEO of Persuadable Research, an online market research company that provides affordable online surveys and market research. You can get paid to take surveys online by visiting http://www.RocketPoweredSurveys.comtoday.

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