Two people in dialogue about positioning at a water dispenser.

Be aware that your brand has a clear position in the market and that you need to maintain it. Avoid competitors taking your market position. We will elaborate on how you can work on positioning and branding. It's more important than ever to be clear about your positioning strategy, especially in uncertain times like these.

Interested in how we work on positioning and brand strategy?

How do we create our own unique positioning?

What is positioning?

Positioning is about how we want to establish ourselves in the recipient's mind. The purpose is to create the desired associations with the brand that safeguard the brand's uniqueness and strengths. In addition, with a clear positioning, we want to distinguish ourselves from our competitors. Unless you have developed your own market, you probably have competitors to contend with and they most likely have a similar product to offer the market. Given this, you need to define your position in the market.

What does your company offer that your competitors do not, and can you defend your position in the long term?

Fashion brands have the same challenges. They essentially make the same product as everyone else in the market, at roughly the same price, and sell the product within the same season. If short skirts are "in", Gucci will design a sensual style, Prada an artistic style and Alexander McQueen will present a more crazy version, and all three will without a doubt claim their unique position in the market as the leader.

Competitive positioning may be based on various factors: price, availability, style, emotions, a philosophy. Most importantly, your brand has to have a clear position in the market, you have to be aware of it and you have to maintain it. If you don’t, you pave the way for your competitors to take up your position and make it their own.

Clear market position

It's important to create a link between external and internal communication. External communication should take the company's promises to customers to new heights and always strive for improvement and to achieve a clearer market position. This can have a motivating effect on staff. But if you go too far, it could result in staff failing to recognise themselves in the message and becoming disillusioned or losing motivation. You'll achieve the best success with this demanding balancing act if you chat to staff prior to an external launch.

Read why it is important to find a formula and stick to it when it comes to communication.

If you look inwards among your own ranks first, you will build positive alliances among employees. This is a big plus when you are taking a new position and undergoing change. Employees who identify with their workplace and understand the company's purpose not only feel better about themselves in the workplace, they are also more productive. Experience shows that a design and brand that is rooted in the company from top management down to trainees, new hires and part-time employees helps strengthen the brand - and employees become brand ambassadors. Such fans of the new brand are worth their weight in gold when the brand is launched. The more people who talk up the brand internally, the better it will resonate with the target audience.