Branding with positioning, or the path to brand success

The concept of branding can be literally translated as giving a product a mark (or a set of marks) that makes it easier to identify it among competing products. The etymology of this word refers to the term <branding iron>, meaning a device for burning a brand into the skin, which was used in the process of branding cattle for exactly this purpose. However, branding should not be perceived in this way.

In reality, branding is a very complex process, in which identification is only one of the goals. Branding is the process of creating (building) a brand – it consists of marking a product or service and creating such associations in the minds of recipients that will trigger in them the desire to have (buy) this product or service. It is the second aspect that should be key in the approach to branding and can translate into the market success of the brand.

However, it is not enough to mark a product and create a marketing message for it (even one that is very encouraging to buy). It must stand out in the flood of information. Given the constantly growing competition, brands with a specific character win – those that can clearly communicate what they stand for and what customers can expect from them.

Positioning is the choice of the place that a brand should occupy in the minds of a potential buyer so that it stands out above the competition and encourages purchase. This is not an easy task and it is impossible to provide a universal recipe that guarantees success. However, there are several basic steps that can be distinguished:

1. Defining the target group – finding answers to the questions: who is the brand’s potential customer, how many of them are there, what are their preferences, what are their guiding principles in the purchasing process, what is their insight (strong conviction, some kind of internal need on which the brand’s message will be based),
2. Determining the position of competitive brands – for this purpose, you need to select competitive brands, determine the factors according to which they will be assessed, examine the level of selected features in the opinion of representatives of the target group (in the context of your own brand and competitive brands),
3. Analysis of the brand’s strengths and weaknesses – the search for a product or company’s distinguishing feature should be sought in the actual state of the brand (only an authentic message can be effective in the long term),
4. Choosing a brand’s distinguishing feature – determining a feature or several features that will give it the greatest chance of being noticed and accepted by buyers (there cannot be too many of them because this will make it difficult for the recipient to interpret the brand’s message – recipients like brands with a strong, defined character).

Often, even seemingly trivial messages influence the way products or companies are perceived. Especially in industries characterized by high competition, you can find many examples of products with similar or even the same purpose, but a completely different image – these are examples of skillful positioning, thanks to which promotional activities reach different groups of recipients with different expectations.

There are several strong brands on the commercial cat food market – they seem very similar to each other, but if you think about it for a while, you can see that:

• Whiskas is the most “mainstream” brand aimed at owners of sweet, calm and well-groomed pets (which is what most cat owners would probably like to have),
• KiteKat is advertised as a delicacy for active, cheerful and slightly unruly pets (suggesting to the recipient that it provides cats with more energy and joy in cat life),
• Sheba using the image of Ewa Longoria in the advertisement refers more to the desired well-being of the owner than the cat itself – it is sensual, agile, tempting (the owner and/or her cat),
• Gourmet is a real delicacy for gourmet cats (like an elegant dish in a cat restaurant, i.e. something for people who appreciate only the best).

The energy drink market is very saturated, but only a few manage to gain significant shares – mainly thanks to distinctive, thoughtful positioning. This is clearly seen in 3 examples:

• Red Bull is a brand promoted primarily by sponsoring extreme sports. It is a drink for people who like strong sensations and adrenaline. At the same time, the image of this brand is becoming more and more “niche” – it does not fit into the canon of plastic commercialism, it is addressed to people with an unusual passion, who like to have fun a little differently than others,
• Green Up has perfectly fit into a niche on the market – it does not contain preservatives or artificial ingredients, its recipe is based solely on fruit juices and guarana extract – it adds energy thanks to the power hidden in nature. It is a drink for people who live actively, but care about their health and choose natural products (such positioning is in line with global trends),
• Black is a proposition for people who like nightlife and club parties. It is a drink that adds not only energy, but also self-confidence. The brand’s image is sensual and elegant, and Mike Tyson (surrounded by beautiful women) in the advertisement seals its position.

Branding and positioning are not the domain of large corporations alone – it is important to remember that there is no product or company without a brand. All messages sent evoke associations, cause specific reactions and leave memories – in a way, they position the product or company in the minds of recipients. Therefore, if the brand owner focuses only on the core business and:

• does not attach importance to the meaning of the brand (it has an uninteresting name, an undistinguishing logo, unattractive graphic design of promotional materials),
• does not pay attention to the consistency of activities and materials (uses different signs, colors, shapes, does not have a coherent visual identification that includes utility and promotional materials, website and other elements used in brand communication),
• promotes itself in a different way each time (often changes the strategy of activities and the vision of the brand, does not have a consistently repeated message that would emphasize the benefits and advantages of the offer),

its brand becomes blurred and loses its character. Regardless of whether the brand is just entering the market or is already operating there, its managers should observe the actions of competitors, analyze buyer behavior and look for trends. They should look for an opportunity (attractive place) for the brand and consistently implement the adopted (thoughtful) positioning.