In the ever-evolving and competitive market, new products and brands keep emerging. There’s always something new, and the only way to stand out is through a strong brand positioning strategy. It refers to the identity or image that will spark in consumers’ minds when they think of a product or brand. There’s no better way to establish that than a marketing agency. The process of creating an apt strategy includes:
Research and Analysis
Brand positioning depends upon how you identify and approach the target audience and an agency will rightly do so and accordingly, craft a strategy after conducting a deep rooted analysis. For example, if your product or brand is mainly targeting residents of North Gujarat, then a marketing agency in Ahmedabad is your ideal choice. They would have a team of experts which will look at competitors, consumer behaviour and the factors affecting purchase decisions.
Unique Selling Point
A good, or rather, great brand positioning revolves around the Unique Selling Point (USP) of the brand. What makes the product stand apart? What will make your consumers buy it? Why you and not competitors? That’s where the expertise of a marketing agency comes into the picture. They creatively build a narrative that etches in the minds of the consumers. For example, the USP of Apple is lifestyle - users think their lives will become easier with Apple products. So, the brand focuses on the lifestyle aspect of the product, and not technology itself.
Price strategy
It’s common knowledge that consumers tend to align towards lower-priced products; the cost of a particular product is one of the key aspects of marketing strategy that will position the brand. Herein, an agency will conduct a market research, provide a deep rooted analysis of your product, balance your offerings and then come to a price range for your product.
Content Strategy & Design
In the ever competitive and thriving digital world, it’s all about how you showcase your visual aids and content. The ‘appeal’ plays a huge role in making a mark in your customers’ minds. All of us think of Cadbury when we think of chocolate. And with jewellery, Tanishq is usually the name on our lips. This is what an effective brand positioning strategy does. A marketing agency has a team of experts which include graphic designers, content and copy writers who ensure your brand has its own distinctive voice and tone that is heard and seen.
Conclusion
In simplest terms, brand positioning strategy is how the target audience will perceive the product. It is important for a new brand to have an effective strategy, and an agency plays a crucial role. It will first conduct a market research to identify the target market and audience, then establish a strong foothold for the Unique Selling Point (USP) that the brand offers. Based on the extensive market research and analysis, the agency will then deduce an appropriate pricing strategy for the product(s). Overall, a marketing agency will create a content plan and design that will become core to brand positioning strategy.
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