Brand Positioning| What is it and how to work on it correctly?

Digital Marketing

Work on the concepts that Marketing offers you. Position your brand correctly!

What is brand positioning?

In the world of marketing, brand positioning is a crucial strategy for establishing the identity and image of a company or product in the minds of consumers. It refers to how a brand differentiates and stands out from its competitors and how it is perceived by the target audience. Brand positioning aims to influence the mindset of consumers so that they associate the brand with specific values, distinctive attributes, and emotional benefits.

To better understand this concept, it’s important to consider the consumer’s perception of a brand, how to use SEO, and why it’s so relevant to consumers’ mindsets and perceptions.

What is consumer perception of a brand?

Consumer perception is how a person interprets and evaluates a brand. It is influenced by various factors, including advertising, previous experiences, recommendations from other people, and direct interactions with the brand. Consumer perception can vary between individuals, but the goal of brand positioning is to achieve a positive and consistent perception that resonates with the target audience.

A brand that achieves a positive perception is viewed as trustworthy, relevant, and emotionally appealing. For example, a technology company that positions itself as innovative and cutting-edge could be seen as a leader in its industry. A consumer’s perception of a brand influences their purchase decision and long-term brand loyalty.

How to use SEO for brand positioning?

SEO plays a fundamental role in brand positioning in the digital environment. SEO refers to the techniques and strategies used to improve a web page’s visibility and ranking in search results from search engines such as Google. By optimizing a web page’s content with relevant keywords and building quality links, a brand can increase its online visibility and reach a wider audience.

When using SEO for brand positioning, it is essential to identify keywords that are related to the brand’s identity and values. These keywords should be incorporated naturally into the content of the website, including titles, descriptions, headings, and general text. Additionally, it is important to build quality links from other relevant websites to the brand’s web page, which improves authority and visibility in search engines.

This is how you work on obtaining a suitable positioning

Working on your brand’s positioning requires a strategic and coherent approach, as well as a continuous effort to build a solid and lasting image in the market. Below are some recommendations on how to achieve successful brand positioning.

  • Define brand identity: Before starting any activity, it is crucial to have a clear understanding of brand identity. This involves defining the brand’s values, mission, personality, and distinctive attributes. A strong brand identity provides a solid foundation on which to build positioning and effectively communicate key messages to consumers.
  • Know your target audience: To achieve effective brand positioning, it is essential to know and understand your target audience thoroughly. This involves researching their needs, wants, preferences, and buying behaviors. By understanding who the brand is targeting, the message and strategies can be tailored to resonate with the target audience.
  • Research the competition: It is important to know your competitors and their positioning in the market. Analyze how they are positioning, what they are communicating, and how they are differentiating themselves. This allows you to identify opportunities to stand out and find a unique space in the market. The goal is not to copy competitors but to identify how something different and valuable can be offered to the target audience.
  • Develop a unique value proposition: A unique value proposition is what sets a brand apart from its competitors. It’s about clearly identifying and communicating the unique benefits and attributes that the brand offers to consumers. This can be through product quality, exceptional customer service, innovation, competitive pricing, or any other factor that resonates with the target audience. The value proposition must be relevant, compelling, and differentiating.
  • Communicate consistently: Consistent communication is key to maintaining and strengthening brand positioning. All aspects of communication, including language, tone, design, and communication channels, must consistently reflect the brand’s identity and values. This includes advertising, social media, the website, marketing materials, and any other form of interaction with consumers.
  • Building relationships with consumers: It’s not just about getting a message across; it’s also about building meaningful and lasting relationships with consumers. This involves listening to customers, responding to their needs and concerns, and providing a positive experience at every touchpoint with the brand. The goal is to build loyalty and turn customers into ambassadors who will actively recommend and support you.
  • Continuously evaluate and adjust: Brand positioning is an ongoing and dynamic process. It is important to regularly monitor and evaluate brand positioning, as well as trends and changes in the market. This allows adjustments and adaptations to be made as needed to maintain the relevance and effectiveness of the strategies undertaken.

You can improve brand positioning with digital media appearances

It is essential that you establish a digital media presence strategy and carefully select which of them to have a presence in. On the one hand, the simple presence in the media gives you notoriety, a basic aspect for this type of campaign, in addition to the fact that the audience and theme of said medium not only have to be related to your topic but this theme and audience generate expectations in consumers and assign your site-specific values.

The places where you have a presence transmit their values to your brand. For example, in the automotive sector, there are companies that take care in detail not only of the places where they are promoted but also of the geographical locations of their dealerships and even what type of consumer they sell their product to.

For your digital media presence to make sense, you not only have to look at the SEO metrics offered by platforms like Getlinko but also at the content and audiences of the media, the values they transmit to you, and those you intend to achieve. This concept departs from the simple objective of selling or having notoriety; it is a concept that is worked on in the long term and undoubtedly represents a high percentage of success for the maintenance and promotion of your company over time.

Branded Content is the most effective fashion strategy

If we transfer what we said above about digital media to a Branded Content campaign, the concepts and objectives are very similar. These types of actions are the ones that can give you the most impact and success in your brand positioning campaign, and as with the media, you have to carefully select what type of action you carry out and with whom you collaborate for the generation of content.

This format is very attractive to consumers since they do not interpret it as advertising as such but as content that can offer them entertainment and information and unconsciously include the values of said action and collaborators to yours.

For example, if your website is a travel agency and you make content about the 5 best destinations for summer with an influencer, the values assigned to your brand positioning will be conditioned by the 5 selected destinations, the influencer or personality with whom you collaborate, and even the portal through which you share the content.

It is not the same to select some luxury destinations over others of a youthful nature; it is not the same to collaborate with a reggaeton star as to collaborate with a high-income influencer accustomed to luxury, and it is not the same to offer content on some networks or others. Each possibility has its own values, and these values are the ones you will have to analyze to see if they suit your needs.

Why is consumer perception and mindset so important?

  • Differentiation: In a highly competitive market, brand positioning helps differentiate a company from its competitors. It allows consumers to identify and remember a brand’s unique attributes, increasing the possibilities of choice in their mind.
  • Perceived value: Effective brand positioning can increase the perceived value of a product or service. Consumers are willing to pay more for a brand that they perceive as trustworthy, superior in quality, and offers them additional emotional benefits.
  • Customer loyalty: Strong and consistent brand positioning creates an emotional connection with consumers. This fosters long-term loyalty, meaning customers will continue to choose the brand even in the presence of competitors.
  • Reputation building: A brand’s reputation is essential to its success. Proper brand positioning contributes to building a strong and positive reputation, which is reflected in consumer trust and preference. 

Join Getlinko and stay on top of SEO news

The Getlinko platform offers you a wide range of means to work on brand positioning. Presence in certain media and participation in quality sponsored content is a very common strategy within the marketing sector.

To stay up to date on all the news in the world of SEO and digital marketing, follow Getlinko on all its networks: LinkedIn, Twitter and Instagram, as well as its extensive blog, where a variety of content related to SEO and digital marketing is shared.

In addition, the platform stands out for being a marketplace with more than 10,000 media so that you can start your positioning strategy through link building and obtaining quality backlinks.

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Clara de Getlinko
Especialista en Branded Content y Enlaces SEO en Getlinko
Published: 27 March, 2024