Brand Tribes- Make Your Choice Count

Interestingly, consumers often view brands based on the needs they meet or the value they offer including satisfying their emotional drive. This is particularly true in competitive markets, which is why brand strategists and marketers encourage companies to carefully craft and position their brands.

Positioning isn’t an accident – it’s a deliberate strategy to create a distinct perception of your brand in the minds of consumers, typically associated with intangible elements and associated emotions. It involves pinpointing your target audience, understanding their desires, and crafting a message that speaks to them. A brand’s positioning can make or break its success; poor positioning can lead to financial downturns, market share loss, and eventual brand equity erosion.

In Pakistan, there’s a mixed bag when it comes to brand positioning across various sectors. Leading the pack are telecom operators, flexing their strength in establishing their market stance. Close on their heels are fizzy drink brands, which cleverly align themselves with the vibrant worlds of sports or music to reel in consumers. Not to forget, some fashion labels have been successful in occupying a significant market void. However, the picture isn’t all rosy. Some sectors have missed the mark in their positioning eff orts. Real estate brands in the Twin Cities of Islamabad and Rawalpindi, a handful of skincare brands and notably, edible oil brands, have failed to strike the right chord with their positioning strategies.

Poor brand positioning primarily leads to a loss of consumer interest and engagement. If a brand fails to appeal to its target audience, it will struggle to drive sales and revenue, resulting in market share and brand loyalty decline. Remember, your brand doesn’t exist to customers if they can’t trust it.

Misguided brand positioning can also generate consumer confusion. If a brand’s message is unclear or contradictory, it becomes challenging for consumers to understand what the brand represents and offers, leading to trust issues and possibly driving consumers to competitors. Casual positioning can have serious repercussions for your business when it starts to impact your bottom line.

Understanding positioning requires a bird’s-eye view of the whole communication design, climate, and culture in which the campaign is launched. It can’t be done in a vacuum without comprehending the real-time market dynamics and consumer behavior. After all, brands are all about people – they thrive on their participation, which includes every stakeholder, especially the customers. If the communication fails to strike a chord with them, it’s unlikely to yield significant results.

Furthermore, improper brand positioning can blur differentiation in the market. If a brand mirrors its competitors too closely, it’s tough to stand out and gain a competitive edge, leading to decreased brand awareness and sales.

At Aim JNF – a proficient business consulting fi rm – our communication design program can assist you in positioning or repositioning your brand correctly, promising long-term brand equity. Remember, brand positioning is a deliberate choice.

Besides, incorrect brand positioning can lead to wastage of marketing resources. If a brand’s message fails to reach its target audience, it’s challenging to yield a return on investment for marketing campaigns, causing significant financial losses.

Don’t just leap, gaze into the future and make your stance known. Your mantra and philosophy determine your present and shape your future. Choose the brand tribes who have positioned themselves well.