How to create brand positioning?

In the influencer market, brand positioning is critical to stand out in a competitive landscape and connect with your audience in a meaningful way. An effective positioning strategy not only helps you differentiate yourself from the competition, but also allows you to establish a clear and memorable identity in the minds of consumers.

What is brand positioning in the world of influencers?

Brand positioning in the influencer world refers to how an influencer is presented and perceived in comparison to others in their niche. It is the image that he or she occupies in the minds of consumers and what distinguishes him or her in terms of attributes and values. 

Brand positioning must create a strong association with the customer, so that he/she prefers the company’s own brand to that of its competitors. This implies promoting its presence, raising its public recognition and enhancing its influence in the consumer’s decision making process.

product positioning

Also read: campaings with influencers

Keys to create an effective brand positioning strategy:

  1. Know your Audience: Understanding your target audience in depth will allow you to tailor your message and tone of voice in a way that resonates with them. To position yourself in your market segment you need to know what consumers are looking for.
  2. Analyze your competition: Identify what they do and what the audience’s perception is. 
  3. Define your Unique Value Proposition (USP): Identify what makes you different and why consumers should choose your brand over others. Your USP must be clear, relevant and convincing. You need to connect with consumers’ values, perceptions and thoughts. 
  4. Consistency in Communication: Maintain a consistent visual and verbal identity across all customer touch points, from your website to social media to product packaging.
  5. Creating Memorable Experiences: Generate positive emotions through unique experiences that associate your brand with positive feelings and values. Through content that educates, informs or thrills, you can build a community around your brand. 
  6. Monitor and Adapt: Regularly evaluate the perception of your brand and adjust your strategy according to changes in the market and consumer preferences.

How to use Instagram’s branded content tool?

Instagram’s branded content tool is a powerful way to boost your brand’s positioning. Here’s how to take advantage of it:

  • Collaborate with Influencers: Create advertising campaigns with relevant influencers who share your brand values to reach new audiences in an authentic way.
  • Create Authentic Content: Encourage the creation of authentic and genuine content that showcases your brand in a natural way through sponsored posts.
  • Use the Tagging Functions: Take advantage of product tagging features to make it easier for users to buy directly from your publications.
  • Analyze the Performance: Use Instagram’s analytics tools to measure the impact and ROI of your branded content campaigns.

positioning strategy

Types of brand positioning:

There are different types of brand positioning depending on what a brand wants to highlight: 

  1. Positioning by attributes: It is based on highlighting specific attributes of the product or service that distinguish it from the competition. These advantages make customers want to consume this product/service, since they meet their consumer needs. 
  2. Positioning by benefits: It focuses on communicating the concrete benefits consumers get from choosing your brand. This positioning is closely linked to the customer experience. 
  3. Positioning by use or application: It focuses on associating the brand with a particular use or a specific application. 
  4. Positioning by competition: It is established by directly comparing the brand with the competition and highlighting key differences.
  5. Positioning by value: It is based on supporting its products or services with the company’s values, culture or social commitments. In this way, a positive public image is created.

Creating an effective brand positioning strategy takes time, consistency and understanding of your target market. By implementing smart positioning strategies and taking advantage of available tools, you can build your brand’s presence and relevance in today’s marketplace.

Also read: benefits of user generates content

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