This article is dedicated to exploring the importance of brand positioning in marketing, emphasizing that a strong brand identity is crucial for long-term success, even in the face of high competition and similar products. Marketing expert Alina Palii reflects on this topic.
Beautiful marketing is a continuous process for a company, focused on developing its brand. The brand is the face of the product and the company, which is why I always fight in the battle for the value of brand positioning with colleagues who believe that the main thing is sales and the product itself, not positioning.
Why the Brand is Important
One of my colleagues recently argued that the brand name and company name are not important components, and the main thing is the product that will bring money to the company. Here is an example of our conversation:
I asked him: «Tell me, is the product you are working on unique in the market?» He replied, «No.» «So your product is the same as many other manufacturers’?» I asked. He answered, «Yes.» So, through product uniqueness, positioning is impossible; it can be achieved through branding, identity, and the brand’s mission.
Market Competence Statistics
There are approximately 333 million companies in the world market, many of which operate in similar niches and produce similar products. This creates extreme competition, where standing out is only possible through a strong brand and proper positioning. According to the World Federation of Exchanges, at the end of the first quarter of 2022, the total number of listed companies was 58,200, showing a slight increase compared to the previous quarter.
Positioning and Visual Hammer
Positioning and the visual hammer are some of the most important drivers for brand promotion. I support innovation and tip my hat to those who create unique products, but even a unique product needs to be properly packaged to attract investors, buyers, and others. In today’s world, where the amount of information increases daily, reaching the consumer can only be done by capturing their emotional attention.
Example of Brand Importance
One vivid example of brand importance is Apple. Their products may not always have the most unique technical characteristics compared to competitors. However, their brand is positioned as a symbol of innovation, quality, and style. Because of this, they can set higher prices for their products and have a loyal customer base willing to buy new models even without significant technical innovations. Apple’s branding is not just about the product; it is about the experience, lifestyle, and emotional connection that the brand creates with its users.
Apple’s brand identity is built on several key elements:
- Design and Aesthetics: The sleek, minimalist design of Apple’s products and packaging sets them apart and creates a strong visual identity.
- User Experience: Apple prioritizes user experience, ensuring that their products are intuitive and easy to use.
- Marketing and Communication: The company uses impactful marketing campaigns that highlight the benefits and emotional appeal of their products.
- Innovation: Apple is known for its continuous innovation, always pushing the boundaries of technology to offer something new and exciting to its customers.
The Impact of Branding on Long-Term Success
Branding impacts the long-term success of a company by creating lasting emotional connections with customers. A strong brand helps the company not only attract new customers but also retain existing ones, increasing their loyalty. Branding also contributes to increasing the company’s value, as brand recognition and a positive reputation make the company attractive to investors.
Conclusion
Beautiful marketing is not just about sales and products. It is about creating a brand that will resonate with customers on an emotional level. It is about identity that reflects the uniqueness of the company and a mission that inspires and engages customers. In today’s competitive environment, branding is the key to success.
A brand is not just a name or a logo. It is a combination of all the elements that create a unique image of the company in the eyes of consumers. And that is why branding should be at the forefront of any successful company’s strategy.
I stand for beauty, both external and internal, beautiful marketer Alina Palii. https://www.stylesrant.org/beautiful-marketing-the-battle-for-the-brand/