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Brand Positioning Strategies: Navigating the Competitive Landscape

23 Nov 2023 by Vicky Hutchinson

This is Part 6 of our Brand Strategy series of blog posts

Brand Positioning Strategies: Navigating the Competitive Landscape

In our brand series, we’ve covered the core elements of your brand’s identity. Now, it’s time to explore how your brand takes its place in the market. Brand positioning strategies help guide where your brand stands in the eyes of your audience. 


There are different routes to take…


  1. Differentiation Strategy (Defining your USP – unique selling point)

What it is: This strategy focuses on setting your brand apart by highlighting unique features or qualities that make it different from competitors.

Impact on your Market Presence:

  • Stand Out: By emphasising what makes your brand unique, you stand out in a crowded market. 
  • Customer Loyalty: Differentiation can create strong brand loyalty when customers value your unique offerings.
  • Higher Price Points: Customers may be willing to pay more for products or services that they perceive as distinct and superior.


  1. Cost Leadership Strategy

What it is: Here, the primary focus is on becoming the low-cost provider in your industry while maintaining acceptable quality.

Impact on your Market Presence:

  • Market Share: Cost leadership can help you gain a larger market share by attracting price-sensitive customers.
  • Competitive Advantage: It provides a competitive advantage by offering products or services at a lower price point.
  • Challenges: Maintaining cost leadership can be challenging as competitors may try to undercut prices.


  1. Innovation Strategy

What it is: Innovation positioning centres on being a pioneer in your industry, continuously introducing new and groundbreaking products or services.

Impact on your Market Presence:

  • Market Leader: Innovation can position your brand as an industry leader, attracting early adopters and tech enthusiasts.
  • Longevity: Consistent innovation can ensure your brand remains relevant and competitive in a rapidly changing market.
  • Higher Profit Margins: Innovative products often command premium prices, leading to higher profit margins.


  1. Quality and Premium Strategy

What it is: This strategy revolves around offering superior quality products or services, often at premium prices.

Impact on your Market Presence:

  • Perceived Value: High quality can create a perception of value and luxury, attracting a niche market.
  • Brand Loyalty: Customers willing to pay a premium for quality often exhibit strong brand loyalty.
  • Challenges: Maintaining consistent quality is essential to uphold this positioning – everything HAS to be perfect.


  1. Niche and Specialisation Strategy

What it is: Niche positioning involves serving a specific, specialised market segment with unique needs.

Impact on your Market Presence:

  • Loyalty: Niche brands often enjoy high customer loyalty within their specialised market.
  • Reduced Competition: Operating in a niche can mean reduced competition and a more focused customer base.
  • Limited Growth: Niche brands may face challenges expanding beyond their specialised market.


  1. Customer-Centric Strategy

What it is: This positioning focuses on delivering exceptional customer experiences and building strong relationships.

Impact on your Market Presence:

  • Brand Advocacy: Customer-centric brands often have passionate advocates who spread positive word-of-mouth.
  • Loyalty: Exceptional customer service builds loyalty and repeat business.
  • Competitive Edge: Outstanding customer experiences can differentiate your brand in competitive markets.


The choice of brand positioning strategy should align with your brand’s vision, mission, and values. It’s not just about where you stand in the market but also how you deliver on your brand promise. If your service or product cannot stand up to your brand positioning, then this can be detrimental to your growth and brand trust. ALWAYS ensure you can deliver on your positioning. 


Next, we’ll explore your brand personality and how it helps in connecting emotionally with your customers. In the meantime, download our free guide to branding.

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