How can a brand connect emotionally with its audience? Very easy to say, but not so easy to achieve: With a good brand positioning. In order to have a good place in the minds of consumers, it is necessary for the brand to have a unique and distinctive image, differentiating itself from its competition and increasing its value through its benefits.
Why is this so important? Consumers are increasingly aware of the social and environmental impact of a brand. At the same time, the range of services and products is constantly growing and people have many options to choose from to meet their needs. This is why intelligent and responsible consumption is gaining strength within the market, and that’s why now companies have to be able to achieve a good position through their brands to be chosen.
Brands create an emotional bond with their consumers
Due to the need to have a prominent position within the market, brands seek to create an emotional bond with consumers through a story, a message or an experience. This implies developing a clear and coherent strategy to communicate the values and benefits that the brand offers. To achieve this, prior market research must be carried out to understand the needs, desires and preferences of consumers, based on this, the brand will be able to develop its story and solve the needs of the target.
Brand positioning can be approached in different ways:
- Based on the attributes of the product. It is about highlighting the specific characteristics and/or benefits of that product or service.
- Based on the personality of the brand itself. Here we seek to create an image that reflects the values of the brand.
- Based on emotions. For this reason, they must create an emotional connection with consumers through storytelling.
- Based on benefits of ideological affinity. Brands try to satisfy their consumers by sharing a way of thinking and doing.
Achieve a good positioning through your brand
We know of many successful cases of brands that have achieved excellent brand positioning within the market. Below, we show you 3 examples of brands that have stood out for their positioning strategy and that we think will help inspire you:
Apple
The technological brand Apple, through its communication and its messages, has achieved a brand positioning based on innovation, design and the quality of its products, achieving a premium, exclusive and high-quality brand image and thus generating Brand Lovers of Apple.
Nike
The sports brand Nike has created a brand story that through its messages has managed to inspire people to exceed their limits and achieve their goals, beyond their fitness level. Nike empathizes with all those people who want to meet challenges and feel capable of doing so. With this brand positioning, Nike manages to create a totally emotional bond with consumers.
Spotify
The music streaming company Spotify has managed to be the market leader thanks to its brand positioning focused on the user experience and the selective personalization of music. It has connected with its consumers with a clear message “music is for everyone” and this has created a large community loyal to the product.
What other examples do you have in mind? contact us.We love listening to you! We invite you to learn more about us by following us on linkedin, or visiting our website.
Association communications team.
