11 examples of brand positioning strategies

Brand positioning strategies are crucial for distinguishing a brand in a competitive market.

The goal is to create a unique brand position that reflects the brand’s strengths, values, and benefits.

Your brand proposition acts as a compass on which to base all design and communication decisions. From your brand identity and key messaging to your website and social media activity.

The end result will be a brand positioning statement that captures who you are and what you offer that sets you apart.

If you’re struggling, a simple way to phrase it can be like so:

For…(key audience/s) who…(key audience need) we provide… (product or service) that… (key benefit).

“For athletes who want to stay ahead of the competition, Nike offers high-performance athletic wear that combines cutting-edge technology and innovation, allowing them to achieve peak performance, because Nike believes in empowering every athlete to push their limits.”

Auditing all your communications against an up-to-date brand positioning strategy can give you the confidence to make changes to your brand.

• Who are you communicating to, and how?
• What product or service are you marketing, and how?
• What can your business gladfully claim?
• What makes you different?
• What would you change?

Answering these questions is crucial. It ensures your brand effectively reaches and impacts your audience. In fact, it can set your brand up to generate more value for many years to come.

A strong brand positioning strategy is essential to attract the right customers.

The more time, energy and research you commit, the more accurate your point of reference and the more effective your brand and communication decisions are.

Here are 11 examples of brand positioning strategies that companies use to define their unique value proposition and stand out:

1. Value-Based Positioning

• Focus: Price and affordability.
• Goal: Offering the best value for money.
• Example: Asda emphasises “Get the Asda Price Feeling” as its main differentiator.

2. Quality-Based Positioning

• Focus: Superior quality, durability, or performance.
• Goal: Aligning the brand with high standards in product or service.
• Example: Apple positions itself around premium quality and innovation in technology. ‘Brilliant design that works.’

3. Benefit-Based Positioning

• Focus: Specific features or benefits.
• Goal: Highlighting a unique feature that solves a specific problem.
• Example: Colgate promotes its toothpaste as the “best for cavity” protection.

4. Customer-Centric Positioning

• Focus: A specific target audience.
• Goal: Tailoring the brand to meet the needs of a particular group.
• Example: Dove positions itself as a beauty brand that promotes real beauty for real women.

5. Competitor-Based Positioning

• Focus: Differentiation from competitors.
• Goal: Highlighting what makes the brand better or different.
• Example: Pepsi often positions itself in contrast to Coca-Cola, emphasising youth and modernity.

6. Lifestyle Positioning

• Focus: Association with a particular lifestyle or value system.
• Goal: Connecting with consumers on a personal or emotional level.
• Example: Nike’s “Just Do It” campaign connects the brand with athleticism and personal empowerment.

7. Niche-Based Positioning

• Focus: A very specific market segment.
• Goal: Targeting a narrow, specialised audience.
• Example: Tesla focuses on the luxury electric vehicle market, appealing to eco-conscious consumers with high income.

8. Cultural Symbolism Positioning

• Focus: Aligning the brand with cultural symbols or movements.
• Goal: Creating a strong emotional or cultural association.
• Example: Harley-Davidson ties its brand to the American spirit of freedom and rebellion.

9. Innovation-Based Positioning

• Focus: Cutting-edge products or services.
• Goal: Positioning the brand as forward-thinking and a leader in innovation.
• Example: Dyson is known for its innovation in home appliances like vacuum cleaners and air purifiers.

10. Problem-Solution Positioning

• Focus: Directly solving a specific problem.
• Goal: Positioning the product as the best solution for a pressing consumer issue.
• Example: Slack positions itself as a solution for communication and collaboration solutions in workplaces.

11. Heritage and Tradition

• Focus: Long history and trust
• Goal: A sense of dependability and authenticity.
• Example: Levi’s uses this strategy to celebrate their long-standing presence in the jean market.

These strategies can be used individually or in combination, depending on the brand’s goals and the target market.

To establish your brand identity, you need to ensure it stands out.

If your brand proposition strategy needs refining or redesigning – our team of brand experts are here to help.

We will work closely with you to develop a comprehensive brand positioning strategy that will serve as a guiding anchor to reflect your brand’s communications to your audience.

With our help, you can effectively reach and engage potential customers, setting your business up for long-term success.