In my previous article “6 Question to Ask Before Writing Brand Positioning?”, we discussed the numerous vital criteria one must go through while positioning your Brand. I concluded that it not only helps you to understand the deeper connection between your Brand and your target customers but helps you to establish relevant and long-term brand-consumer relationships.
From numerous criteria, I have narrowed down the most important criteria for brand positioning which I am going to elaborate on and conclude with a relevant example.
- Long Term Relevance: When we talk about brand positioning, it is not only about solving the current problem, but it has to be a solution for the long run. A Brand will never survive if it becomes irrelevant for its Core Target Group, thus, while stratifying brand positioning, we must think of being relevant for at least 10 years. The life of the Brand and its power is directly proportionate to the Brand’s relevance in the market.
- Key USP (Unique Selling Point): While developing a Product/Brand, it might have numerous USPs, but we need to find out the key USPs or preferably a single USP which we can completely rely upon. It must fit completely into the competitive mind frame of our Core Customer Target Group. The single USP must be so strong that it should be the winning USP among all the competitors in the segment. Rigorous and continuous research and development is the key to develop the strongest Brand USP in the market.
- Meaningful Benefit: As with key USP, the objective Is not to develop only USP for customers. Regardless of how strong a USP we build if it is not useful for customers then it is pointless. The benefit that is delivered by the USP must be useful and meaningful for your Core Target Group. It will create a highly perceived Brand Value.
- Problem Solving: A Product/Brand always aims to solve certain problems of the user or Core Target Group. Brands must target at delivering the most meaningful benefit or correct the biggest problem in the competitive frame chosen. The biggest problem-solving in the segment will lead to the brand leadership position.
- Consistent Performance: To stay in a competitive market, it is not just enough to build a strong USP. The brand must eventually deliver in the long run. Being consistent with the target customer’s beliefs, knowledge, behavior, and experience will bring the output of desired consistent brand performance. The consistent brand performance will help to achieve the highest level of brand reputation.
Let’s take Hero Splendor as an example for this article. It ticks all the criteria of brand positioning and I hope it will prove to be a helpful guide.
Hero Splendor has chosen mileage as its key USP since 1994. Mileage has a meaningful benefit among the economic segment of 2-wheeler customers because it solves the limited commuting expenses of working-class people. To this date, with its consistent performance, the Brand still leads the best mileage category. Therefore, the Brand’s perfecting of single USP is still relevant even after 25 years. And that’s how you achieve your Brand positioning too.
Founder & CEO , M.A.D Consultant Pvt. Ltd
The author is a professional Brand Consultant who wants to extract the brand from his experiential knowledge
Credit: This article is based on my learning from my guru “Mr.Praveen Mukhia”.