Are you the Bentley or the Ford of your industry?
The Aldi, or the Sainsbury's?
Why is brand positioning important?
Brand positioning is important because it determines how you price your product or service. Who your target audience is. The level of customer service needed to sell to them. The level of personalisation needed throughout your comms. Whether you sell online only, in-person, or both.
In a nutshell, it determines your target market.
Your brand positioning is part of your overall brand strategy, which dictates all the tangible and visual elements of your brand. This includes the typefaces you use, the size of the type, the colour palette, the tones of individual colours, and the amount of white space required to portray either a premium or affordable feel. Not to mention all the intangible elements, such as the smell or sound or lighting – ever been in a luxury department store such as Selfridges or Harrods? Smells differently to Aldi, doesn’t it?
In this session, we'll go over how to position your brand, and what that might mean for other decisions you make throughout the business.
