Discover how brand positioning can help you build a strong, recognizable brand.

Investing in marketing strategies without first getting your positioning right is like digging a hole in the water — effort with no real result.

How do you build a proper positioning strategy? What tools are used? What benefits does it bring?

Let’s define what brand positioning is and see how we can help you build a well-thought-out strategy.

With the term brand positioning , we refer to the process through which your brand positions itself in people’s minds. Ries and Trout, who coined the concept, define it as “an organized system for finding a window in the mind.”

The purpose of positioning is to make a real impression on your potential buyers, capturing their attention in a way that leads them to associate your company and products with something desirable and valuable. Working on brand positioning is highly recommended for any type of company, not just large ones.

If anything, a smaller company needs to work even harder to stand out, while having fewer resources to draw on — for advertising spend, for example. Don’t improvise: before anything else, your business strategy has to start from your brand.

You might be wondering: what do I need to do to position myself in consumers’ minds as effectively as possible? Here’s what we can do to position your brand at its best.

• studying your competitors;
• defining your market niche;
• identifying your differentiating element.

To build your brand positioning we first need to examine the industry your company operates in; this goes hand in hand with another need: studying your competitors.

First, we identify who your direct competitors are and analyze how they move in the market, what products they offer, and how they’re positioned relative to your brand.

Our goal is to help you become a leader in your industry: but to do that, you first need to specialize in a specific market niche.

By analyzing the market, we try to identify whether there’s an unmet audience need, or an offer that hasn’t been made yet.

Differentiating yourself lets you find a new market niche to enter and stand out in.

Why should people choose you specifically?

In this phase, we focus entirely on you and, in particular, on defining your differentiating idea, that is, the unique element, relevant to your customers, that truly sets you apart from your competitors and makes you distinctive and special.

By analyzing your differentiating element, we can shape your brand positioning by identifying the most effective way to promote your products or services.

We firmly believe that in a market as competitive as the one we live in, it’s increasingly important for every company to work on properly defining its own brand positioning.

Working on brand positioning is one of the activities closest to our hearts: helping companies define their distinctive element and carve out their own space in the market is a mission we take on with skill and determination.