Editor’s note: This article has been updated for relevance and freshness.
In the previous post, we talked about the brand positioning territory of size, where a brand offers the most of something or the largest of something. In this article, we cover businesses that position their brand towards originality or simplicity.
To give you some context, the concept of brand positioning is outlined first.
Our perceptions are selective and our memory is highly selective. Harvard psychologist George Miller proposed that only seven 'chunks' of information, like seven brands in a category, can easily be held in short-term memory.
Therefore, the importance of good brand positioning is crucial for the success of a business.
Positioning is about defining that single thought or idea you want to own and then focusing on owning it. This strongest and most persuasive thought in the customers mind must be true to you, relevant to your audience and must make it difficult for your competition to compete.
Most businesses talk about the same things and forget to mention the things that make them truly different. If you're competing with a giant in your category and talk about the same things, you'll lose.
Brands that have been in their industry the longest may position their brand towards being the 'original' brand. This adds reliability and increases the perception of the brand's quality.
For instance, Paddy Pallin and Westpac dominate the 'first' territory by using the words 'first' and 'since'.
The ease positioning territory is used for products and services that are simple to use or make life easier. Ikea focuses their positioning around the simple and easy assembly of their products, while ING focuses on removing the complexity of financial services.
Read the next post to learn about the positioning territories of speed and reliability.
This is the second post in the series called Brand Positioning Territories.
Editor’s note: This article has been updated for relevance and freshness.
Image credits: AdAge | Creativity-online.com