In the previous post we talked about the positioning territories of originality and simplicity.
In this blog post, you will learn about businesses that position their brand towards speed and reliability
To give you some context, the concept of brand positioning is outlined first.
The Concept of Brand Positioning
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.
Speed: The Fastest
Technology and courier services are industries that typically aspire to own the speed territory.
The decreasing level of consumer patience means that speed is a big factor in consumer choice. Therefore, associating speed with your brand is an effective positioning strategy.
Reliability: The Most Trusted
Focusing on the reliability territory is an effective brand positioning territory when the brand's products need to be trusted.
FedEx builds this trust with the consumer by using the words absolutely and positively, which became one of advertising's most well-known and powerful promises.
As we see from the Rolex ad, endorsement (especially celebrity) is a shortcut to trust and a quick way to trust brand cache.
In the next post, learn about brands that focus on the niche market and geographical territories.
This is the third post in the series called Brand Positioning Territories.
Editor’s note: This article has been updated for relevance and freshness.