Advertising alone doesn't sell.

We noticed in 25 years of experience, that only companies consistent with a solidBrand Positioning, offer a valid reason for the consumer to be chosen.

Before investing in communication, take care of the positioning, without it there is no hope.

What is Brand positioning.

Simply put, Brand positioning is the process of positioning your brand in the minds of your customers. Brand positioning is also referred to as a positioning strategy, branding strategy, or a brand positioning statement.

Al Reis e Jack Trout is a bestseller "Positioning" the Battle in yoursmind, they point to the powerful idea which is to locate and attempt to "own" a marketing niche for a brand, product or service using different strategies, including prices, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer's mind so that he associates something specific and desirable, with branding that is distinct from the rest of the market.

Reis and Trout define positioning as "an organized system for finding a window into the mind. It is based on the concept that communication can only happen at the right time and under the right circumstances. "

Brand positioning occurs if a company is active in developing a position, however, if intelligent management is consistent with a forward-looking approach, which can positively influence the positioning of the brand in the eyes of its target customers.

Positioning statements with respect to the Taglines

Brand positioning statements are often confused with slogans

Positioning guides the marketing and operational decisions of your business. A positioning statement allows you to make key decisions that influence customer perception of your brand.

7- Brand processes and positioning strategy

In order to create a position strategy, You must first identify the uniqueness of your brand and determine what differentiates it from the competition.

There are 7 key steps to effectively clarify your market positioning:

1. Determine how your brand is currently positioned
2. Identify your direct competitors
3. Understand how each competitor positions their brand
4. Compare your positioning to your competitors to identify your uniqueness
5. Develop a value-based positioning idea
6. Create a brand positioning statement
7. Test the effectiveness of your brand positioning statement (you see 15 criteria subsequently illustrated))

What is a Brand Positioning Statement?

A positioning statement is a one- or two-sentence statement that communicates your brand's unique value to customers in relation to your key competitors.

How to create a Brand Positioning statement

There are four essential elements of a positioning statement:

1. Objective ofcustomer:  It is a brief summary of the aptitude description, psychographics and demographics of the target customers your brand is trying to attract and attract?
2. Definition ofmarket: What category your brand is competing in and in what context your brand works has relevance to your customers?
3. BrandPromise: Which is the most convincing (rational/emotional /) benefit to target customers that your brand may possess over the competition?
4. Reason forbelieve: What is the most compelling evidence that your brand delivers on its brand promise?

Two examples of positioning instructions

Amazon.com used the following positioning statement in the 2001 (when it sold almost exclusively books):

For Mondo Wide Web users who love books, Amazon.com is a retail bookseller that provides access immediately beyond 1,1 millions of books. Unlike traditional book retailers, Amazon.com offers an extraordinary combination of convenience, low prices, and the complete selection.

A restaurant that decides to only serve meals for celiacs

15 Examples of Taglines

Once you have a strong brand positioning statement you can create a tagline that helps establish the position you are trying to own. Here they are 15 examples:

Mercedes-Benz: Designed like no other car in the world

BMW: The pleasure of driving

SouthwestAirlines: The short range, no frills, and the low-cost airline

Avis: We are just number 2, but we seek more

MillerLite: The only beer with superior taste and low calorie content

L'Oreal: Because you're worth it.

Walmart: Always low prices.Always.

Nike: Just do it

advert group italia: More competence, more results.

Volvo: For life.

15 Criteria for evaluating your Brand Positioning strategy

A smart and well-crafted positioning statement, it is a powerful tool for bringing focus and clarity to marketing strategies, advertising campaigns, promotional and tactical. If used correctly, this statement can help you make effective decisions to help differentiate your brand, get target customers, and gain market share from competitors.

Ecco 15 criteria for controlling your brand positioning:

1. Differentiate your brand?
2. You have managed to match customer perceptions of your brand?
3. Allow growth?
4.  Identify your brand's unique value to your customers?
5. Produce a clear picture in mind that is different from the competition?
6. It is focused on your core customers?
7. It's memorable and motivating?
8. It is perhaps consistent across all areas of your business?
9. It's easy to understand?
10. It's hard to copy?
11. It is positioned for long-term success?
12. It's your credible brand promise?
13. Can your brand own it?
14. Intends to support counterattacks from your competitors?
15. It will help him make marketing and branding decisions more effectively?

Repositioning Positioning

Positioning is not something you do, but rather, it is the result of the customer's perception of what you do. Positioning is not something we can create in a vacuum, the act of positioning is a lived experience with customers.

Behind your positioning statement or slogan is your intention, How do you want your business to be represented to customers. Once the true role of positioning is understood, with a tagline or positioning statement can be helpful, clarifying the essence of your brand within your organization.

Examining the essence of who you are and comparing it to what customers want, the doors open for building a business with a strong positioning in the customer's mind. Why? Great brands blend their passion with their positioning into a statement that captures the essence of both.