It is very likely that you have heard or read the term “brand building” several times or that an expert has told you that the brand is very important to your business.
All of the above is true, however, rarely do we find the description of Branding clearly, is it having a clear image, having communication strategies, having an identity manual, making our clientele fall in love, or being present on social networks? Yes, all at the same time.
There is something that every company sells (or should) and that seldom the necessary effort is invested in highlighting: the brand.
Let’s see a simple and quick example:
How much would you pay for a mobile phone?
Huawei vs iPhone
Well, there you have the importance of the brand and what it represents. We have not even given as an example a phone of “dubious” provenance or a cheap copy both are good phones and both are prestigious brands and both have a “different” value and brand positioning. Both mobiles are packed in the best custom boxes to present mobiles. We will see that this does not always imply more sales (Huawei sells more than twice as many phones as Apple) but it can imply greater profit (Apple earns more than Huawei per phone and in total gross).
Huawei vs Apple
On many occasions, we are obsessed with showing the product/service that our company makes, but if something has taught us a market in which cheap copies and plagiarism are so easy to carry out (and sometimes impossible to stop), it is that buyers want exclusivity, difference, quality, and support. In short, a brand.
Without going into technical details, brand positioning is a marketing strategy whose main objective is to place the brand in the mind of the consumer in a specific position in relation to the competition.
In order to carry it out, we need to know how potential customers see us, how they perceive the competition, and how they understand the “ideal” (which should be where we should move).
Be careful, we are not talking about “better” or “worse”, we are talking about a specific position regarding a competition for our product and regarding our market niche. What we must do is choose a series of qualities (quality, price, innovation, ecology) and position ourselves based on what our target customer is interested in.
We realize now how important brand positioning is, right? In many cases (and we believe it is the winning strategy) and especially in exclusive markets such as industrial, it is necessary to choose a good brand positioning strategy as it will help us to differentiate ourselves and stand out.
Why Is It Important to Position our Brand?
Reading the definition of the strategy we realize that the closer we get to what our client considers his ideal company, the more he will be willing to purchase our products, services or even be loyal to our brand. The key is that the client feels identified with our values, what we defend, our product … which will have an
impact (if we opt for a strategy of exclusivity, quality, and innovation) directly on several factors:
- It will be less focused on the final price of the product, which will allow us to be more competitive with wider margins.
- It will seek to stay with our brand since it matches what it expects and seeks, facilitating entry to new projects.
- It will serve as an ambassador for our brand as it identifies with it and can help us expand the market.
- How do I do good brand positioning?
- Steps for a good brand positioning
The first thing we must do is analyze our target audience and determine the most relevant factors that lead them to make purchasing decisions. This is the moment in which we must take them as our own and be able to carry out the necessary marketing actions so that they identify us with these factors.
Perhaps if our public is looking for a serious, elegant, sober brand we should refine our corporate image towards those values.
We have an example in private schools. If we go to the middle class, informal, we can see much more informal and carefree logos. When our intention is to attract a public with a high purchasing power, we will see much more “university” coats of arms and stamps, perhaps without reaching seriousness, but much more stylish and elegant.
It is not necessary to think too much about that, if we have a corporate image according to certain values and designed to address a certain type of public, it is necessary to adapt our communication tone in the same way. Many brands and companies adapt the communication through the custom packaging boxes of their products through relevant printing and brand message depiction.
Product Review and Production Processes
Here the change is perhaps more complex (and also more profound). We must check if our product/service is adapted to the public that we want to address and the values that it demands. If not, we must consider two options: change our strategy and values or change ourselves to adapt.
Here we also see examples such as the Apple case, which changed all its production processes towards sustainability and a lower ecological footprint since it detected that it was something that interested its target audience.
These are just some of the most relevant and generic points on the wide range of possibilities to position our brand in the market. Like many well-known companies around the world, you can also position your brand in the local market. All you have to do is buy custom boxes with your brand logo from a renowned packaging company. Now it’s your turn. Think, analyze, study, and take action to make the winning change.