Brand positioning helps your business define itself and appeal to your target demographic. In today’s market, it is not enough to have a product or service that sells features and benefits.
In essence, brand positioning describes what sets that brand apart both in the world and in the minds of its consumers. Your brand positioning should describe succinctly what core benefit your product or service offers compared to those of your competitors.
In this article, we are going to examine how some of the best brands in the world strategically positioned their brands and how they used creativity and strategic thinking to get there.
zero to one
by Peter Thiel
⏱ 14 minutes reading time
🎧 Audio version available
TESLA
Tesla was founded in 2003, by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric cars.
Now, Tesla believes in clean, sustainable energy and saving our planet. So, Tesla’s brand purpose statement is the following: “To accelerate the world’s transition to sustainable energy” which is a great way to go about your brand purpose – to tie the brand to a greater cause, like saving our planet, helping people, or animals.
So, Tesla believes that electric vehicles can be better, quicker, and more fun to drive than gasoline cars. And today, Tesla builds, not only all-electric vehicles, but also infinitely scalable clean energy and storage solutions.
Chipotle
Now the next brand positioning example we have for you is Chipotle. For years, Taco Bell ruled the roost of the Mexican fast-food restaurant industry within the US, but then Chipotle came along and they put focus on quality using the tagline “food with integrity” to help associate the brand with quality and earn that position in the minds of their audience.
They are now well-positioned to ride this growing wave of conscious eaters. The position enhancing tagline is far more than just a branding message; it also communicates the beliefs and the values of the internal brand of Chipotle. From its use of fresh local products and prepared meals, Chipotle is a brand with substance.
It follows through on the values that it says it has, earning loyal customers and brand advocates along the way.
Apple
Apple is as close as you can get to the perfect example of what a strong brand looks like with their unapologetic premium pricing, innovative and end-to-end experience that their technology driven consumers actually salivate over.
Apple knows that they are more than a company that sells computers. Since Apple encouraged their customers to think differently, they have aligned themselves with an idea that those who think differently can go out and change the world by purchasing Apple products.
JetBlue
JetBlue came onto the scene with a refreshing focus on bringing fun, comfort, and value into the US domestic air travel market.
So, perks such as extensive in-flight entertainment, comfortable leather seating, and additional disrupted traditional budget air travel earned JetBlue a reputation and a strong position as the go-to airline for value within the US.
This is a classic example of a brand going against the grain of industry norms to give its audience a fresh alternative.
Dollar Shave Club
The Dollar Shave Club came into the market and executed against position almost to perfection. Against position is when the brand positions itself as an alternative to a specific brand or group of brands that are already well established.
Without the benefit of a budget, a marketing agency, or even a marketing department, the Dollar Shave Club set in place a series of business practices and marketing tactics that catapulted the founder to stardom and riches. Gillette had been sitting in their lofty perch with about 85% of the men’s razor blade market when the Dollar Shave Club came along.
Nike
Another classic example of brand positioning is Nike. Nike was born from competitive track and field heritage in Portland Oregon and was built on old-school innovation.
Their competitive and innovative characteristics have become part of the DNA of the Nike brand and have led them to become one of the undisputed heavyweight brands of the world. They have leveraged their reputation on quality and association with winning to expand the brand into broader athletic wear and fashion as well.
HubSpot
HubSpot began as an email marketing tool and coined the term that’s now become synonymous with content marketing. While many of us like individual or specialized brands that stay in their lane, the name of the game is integration.
Anyone in the online business can attest to losing days, if not weeks, trying to get one piece of software to talk to another piece of software. HubSpot has evolved organically to meet the needs of their customers with software and a platform that’s integrated with everything from marketing automation CRM to sales and services.
Starbucks
This is how Starbucks thinks of the future brand positioning, as a business they want to be in: “To be the premier purveyor of the finest coffee in the world.”
So, Starbucks’ brand statement is probably why the multi-million-dollar coffeehouse chain soared to success. After carefully examining Starbucks’ vision statement, it is clear that they have the ambitious goal of becoming the finest coffee maker in the world.
Amazon
What comes to mind when you think of Amazon? Probably the quick delivery and best customer service. As a business, you can do many things, but as a brand – you want to be known for just one thing – not a product or service, but an idea or concept.
If you have a clear idea of where your brand is heading, then you can make meaningful decisions along the way. So, you need to describe the future your brand is ultimately working towards. Your brand statement will help you get some clarity on where you are heading as a brand.
Ultimately, you can create that desirable perception and take a specific place in the minds of your customers. So, next time they make a purchasing decision, it can help them navigate through the variety of choices and buy from you. Thanks to that clear brand positioning and effective strategy which connects customers on an emotional level. So, having a well-defined brand personality will help make that brand-customer connection.
So, these were some interesting brand positioning that helped the startup grow. Moreover, if you think that we have missed something important, please mention it in the comment section below.
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