Determining brand positioning? Take a peek at your neighbors

[tanmoy666]

Ok, before I start my story, full disclosure : I am not a brand strategist, not a branding expert, I do not make brands come to life, all that stuff. I do not write 80 pages about which shade of orange you should use in your corporate identity, or I do not work out personas, because I find them too limiting. But, I do see a lot of companies that have trouble growing, have trouble finding and retaining customers, and I believe in brand positioning and making choices. And being distinctive in that compared to your competition and market. Or at least, as much as possible.


Briefly, what does brand positioning entail?
If I ask ChatGPT, and take some saudi arabia number phone pieces from it, you get the following answer:

“Brand positioning, also known as brand positioning strategy, refers to the way a brand positions itself in the marketplace relative to its competitors. It is the perception that consumers have of a brand in comparison to other brands in the same industry or category.”



In short, distinctiveness. A kind of holy grail, which is often more of an illusion than reality. Because in a fast-paced world, where everything can be copied from each other in no time, it is not necessarily about distinctiveness, but about perceived distinctiveness . About a position that you claim to have, not about a position that you actually have.

I see that many companies have difficulty growing, because no choices are made, or because they do not keep a close eye on the market. They become a uniformity. They want to be there for everyone, serve all customers and are not stimulating. The USPs are empty, the focus is no longer there. There will come a time when you will lose deals, lose visitors, lose position. Because you are too similar to the rest.

That is why I advocate continuous market research, to gauge how the market is moving. To make sharp choices based on that and maintain your position in the market.