Marketing promotion strategy, 3 strategies to create brand personalization!

How can you make your brand stand out, have lasting vitality, and leave a deep impression in the minds of users? Creating personalized brand positioning and making brand "differences" is the only choice.

Joseph Sugarman once said in his "Copywriting Training Manual": Never sell a product or service, but sell a concept.

As the "Weller Principle" mentions: don't sell steak, sell the sizzling sound of grilled steak.

In the era of information explosion, people are bombarded with a large amount of images, sounds, pictures and texts every day. The noisy and colorful advertisements and the wide variety of brands often make it difficult for them to choose.

Today, when homogeneity is particularly serious, when a product does not have groundbreaking innovations in appearance and performance, it becomes increasingly difficult to use functional benefits to promote and advertise it.

How can you make your brand stand out, have lasting vitality, and leave a deep impression in the minds of users? Creating personalized brand positioning and making brand "differences" is the only choice.

1. What is brand personalization positioning?

What is positioning? In short, it is to place a specific attribute or function of the product that can meet the needs of consumers in their minds. When consumers have such needs, they will associate it with this brand of products.

The so-called personalized positioning pursues distinctiveness , uniqueness , and difference , reaching a state of "I have what others do not, and I am special" .

A clear personality can distinguish a brand from other brands and create differentiation. The key is to find the most prominent difference of the brand that users care about, which can be either functional or emotional.

2. What are the ways to create personalized brand positioning?

1. Functional positioning strategy

Function refers to the various attributes of the product itself: quality, performance, use, packaging, size, price, raw materials, technology, appearance, installation, maintenance , etc.

Nowadays, most product functions are similar. If you want to create a personalized brand positioning starting from the function, you must extract the most distinctive and advantageous interest points of the product to distinguish it from major competitors or other similar products, so that consumers can form an exclusive memory .

(1) Directly adopt new concepts or technologies to create personalized positioning

This is an innovative positioning method that focuses on unique attributes that have never been seen on the market. It is often accompanied by product upgrades or new technology research and development, which allows a concept or function to be created from scratch, and then improved. It has pioneering features and can meet new user needs.

• For example: wireless charging equipment, foldable screen mobile phones, self-driving cars, new heated shavers... These technologies have not yet been widely promoted, some are still in the research and development testing stage, or even just concepts, so they are novel and rare enough.
• Another example: Baijiahei cold medicine was the first to propose the new concept of "taking medicine separately during the day and at night", providing users with a unique benefit: taking white tablets during the day can relieve cold symptoms and ensure energy; taking black tablets at night can help sleep better.

Using such new technologies or new concepts to position products has a distinct personality and can quickly occupy a specific place in the minds of users.

(2) Create personalized positioning based on a single product effect

That is, find the positioning point by using the product to solve what kind of needs for users and what kind of usage effects it can bring.

Functional positioning strategies often depend on the raw materials of the product, and a single product usually contains more than one use effect. At this time, we must extract the most competitive functional point for positioning based on the market, users, the product itself, etc.

For example, "If you are afraid of getting a sore throat, drink Wanglaoji" is the positioning of Wanglaoji herbal tea. It uses the functional positioning method to tell users that it has the effects of cooling down and removing internal heat, clearing away heat and detoxifying. In the hot summer, or when having hot pot or barbecue, a can of Wanglaoji is a must-have for cooling down and reducing internal heat.

For example, the Red Bull drink is positioned as “Drink Red Bull when you are tired and sleepy”, emphasizing its effect of quickly replenishing energy and eliminating fatigue.

A positioning strategy that takes product efficacy as its starting point should also set a usage scenario for users, with a strong sense of picture, to make the positioning clearer and more recognizable.

1. Competitor positioning strategy

Use competing brands as a reference to clarify your own market position (leader, follower, challenger, niche player).

Then conduct an in-depth analysis of the functional points, popularity, consumer loyalty , etc. of competing products to find the unique advantages or biggest differences of your own products as the starting point for positioning.

• For example, when there is a price advantage, the product is positioned with the appeal of "same quality, lower price" to satisfy the user's desire to "get a bargain".
• When the brand has been around for a long enough time, it can position itself as "authentic" or "time-honored" to demonstrate its long history and quality assurance.

In addition, there are two competitor positioning strategies that go against the grain and demonstrate personalization to the fullest.

(1) Opposite positioning

Taking a certain brand product or a category of brand products as the object, and making use of their existing positioning, fame, reputation, quality, etc., we stand directly opposite to them and carry out reverse positioning.

In other words, the purpose is to express "very different" and attempt to make one's own brand completely independent and distinct from competing brands in a sharp contrast.

For example, in 1968, 7-Up proposed the "non-cola" positioning, which enabled it to gain a foothold in the beverage market that was then divided between Coca-Cola and Pepsi, and to get a share of the pie.

7-Up is also a carbonated beverage. If it tries to compete with Coke, it will never succeed. Therefore, by using the "non-cola" positioning, it cleverly distinguished itself from the market leaders .

It is also equivalent to telling consumers: there are two types of carbonated drinks, one is "cola" and the other is "non-cola". When you don't want to drink cola, "non-cola" 7-Up soda is your other choice.

Note that the selected comparison brand must be well-known . The higher the popularity, the more obvious the effect will be, such as being a market leader or even the No. 1 in the industry. There must be a certain relevance between the product and the comparison brand, which can allow users to make reasonable associations, such as similar competing products, complementary products, etc.

(2) Don’t be first, be content with being second

When a brand occupies a large market share or is the leader, its positioning strategy will usually try to highlight its leadership position as much as possible, using methods such as "top ten brands" or "one of the top three companies" .

When users who are used to such a strong positioning suddenly see the counter-routine of "not being first, being content with being second", which is almost a sign of weakness, the brand personality is highlighted. The users' sense of freshness and curiosity are also aroused, and it is hard not to remember it.

Clearly acknowledge that it is the most prestigious brand in its category and that you are only second. It is enough to give people a humble and sincere impression of the brand. For example: Avis car rental’s classic positioning: We are second, so we work harder. In this highly competitive era, brands are flocking in, either to be first or to compete to be first.

Avis Car Rental did not play by the rules at all. It was honest about some of its shortcomings, and this admission turned its disadvantages into advantages associated with the number one brand in the market.

Sometimes, when it comes to brand positioning, putting aside pride and comparison and taking a step back may bring unexpected rewards.

1. User positioning strategy

That is, to explore positioning points from the perspective of the brand's target consumers, involving aspects such as consumption trends, purchasing motivations, consumer demand, consumer preferences, and consumer demographic attributes.

Users are the objects of brand communication and are also the purchasers and users of products. Consumer positioning strategies will help to further segment the brand and reach a more precise user group.

Specifically, relevant positioning can be carried out starting from the user's perspective, usage occasions, usage time, consumer purchase purpose, user lifestyle, demographic characteristics ...

(1) Gender

As the name suggests, it is a brand positioning that appeals to men or women, and such positioning is constantly strengthened in daily publicity and promotion. For some products or brands, establishing a gender image will help stabilize the customer base .

For example, the market positioning of Goldlion products is to target successful and mature men and white-collar workers as the main consumers. The phrase "Goldlion - the world of men" has deeply imprinted this positioning in the hearts of every consumer and successfully attracted a large number of loyal male users .

(2) Age group

Age is an excellent market segmentation variable for most brands. Using this method to position, you should find the age group that is most advantageous for the product and has been ignored or not discovered by similar products. This will divide the user group into clear groups.

For example, Pepsi’s positioning: the choice of a new generation, obviously targets young people who are passionate, energetic and have high beverage consumption.

Summarize

The article ends here. In addition to the functions, competitors, and user positioning strategies mentioned above, there are also emotional and conceptual approaches to brand personalization positioning.

But no matter which method is used, we must remember: the brand positioning must be clear and unambiguous, and then be good at shaping the brand personality to form obvious differentiation.

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Author: Box Fungus

Source: Activity Box Operation Society (huodongheziyys)