Brand positioning… what on Earth does that actually mean?!
So often we work with clients and members on what their brands are really about, how they can stand out from their competitors and how they decide where to go next. And every single time, we come back to a discussion about POSITIONING.
Only thing is, it’s kind of a jargonny Marketing type of a word. Sorry about that.
So what we really mean is:
- What is it about your brand that is different from everything else out there? Or what could you do and say to make it different?
- How do you give your customers a reason to buy your products instead of (or as well as) someone else’s?
It really is that simple.
BRAND POSITIONING IS JUST ABOUT FINDING A PURPOSE, A WAY OF BEHAVING, A ‘SOMETHING’ THAT MOVES YOUR BRAND AWAY FROM THE CLAMOUR OF HUNDREDS OF SIMILAR PRODUCTS.
So that said, we just wanted to give one example that we thing shows successful ‘brand positioning’ in a crystal clear way.
Good Food Deserves Lurpak…
Let’s face it, the butters & spreads category is not exactly sexy. You put it on toast, sandwiches, in your jacket spud. That’s it. So how on Earth does any brand stand out and say’ buy me instead of brand B’? They all spread (some better than others), all taste similar, all do a similar job.
Yet every time I see one of the Lurpak Butter adds, I’m struck by the fact that they alone focus on great tasting, real-life home cooking – not a cow, farm or ‘spreads easily’ message in sight.
Now it’s not to say that Lurpak isn’t used in the same way as the other brands once it’s home, but by having a single minded, different, unique POSITIONING, it’s managed to maintain a consistently strong position in a busy, price-sensitive market, connecting with consumers in a different way, using emotion and humour to stand out from the crowd.
Here’s an example of one of the ads, in case you haven’t seen them…