Brand positioning is the space a brand occupies in the minds of consumers compared to its competitors.
It is a concept based on the perception that customers and leads have of a particular brand based on their specific evaluation criteria.
Building brand positioning aims to generate a unique and unequivocal impression in the audience’s minds and in the target market. It means making the brand not only well distinguished from its competitors and immediately recognizable but also desirable.
How does a brand stand out from all others? By focusing on its specific attributes, the benefits it can provide users, or emphasizing the market segment in which it operates. Essentially, it involves communicating all the distinctive dimensions consumers seek and appreciate.
Strategy & Consulting . Brand positioning
Unique selling proposition
To define and develop a successful brand positioning, a key element is the USP (Unique Selling Proposition or Unique Selling Point), which is the tangible or intangible characteristic that makes the brand unique or at least recognizable compared to all others. Therefore, the USP is the element or set of elements that distinguishes the brand from competitors and makes it memorable in the user’s mind. It is an indispensable factor to focus on for a solid and distinctive marketing strategy.
Having a clear USP means more easily developing an equally clear and, above all, distinctive message.
What does Brand Positioning mean at Naxa:
Identify and analyze the current communication positioning of the brand in the target market in relation to its competitors.
Understand the communication positioning of competing brands in the market.
Identify the brand's USP through internal analysis of its philosophy, strengths, value propositions, mission, vision, and specific attributes.
Formalize the brand's value assets (mission, vision, values).
Translate USP into a strategic and differentiating message, the brand strategic concept.
Implement the brand strategic concept across all communication touchpoints.
Discover your USP and create your brand strategic concept.Begin your Brand Positioning journey