How to position your brand in the market? Tips, benefits and cases

Brand positioning is the effort to implant the company's key benefit and differentiation in the minds of customers. Therefore, a brand positioning strategy involves the personality of the brand, the way it communicates with the market, types of products that are offered and the audience it wants to reach.


O market positioning of a company reflects the way in which it is perceived by the public. when learning how to position your brand in the market it is essential to consider what characteristics you want it to show and what it should be remembered for. 

Thinking about how to position your brand in the market requires that some human characteristics begin to be attributed to the company. This helps the consumer to identify with the company and for the communication planning to be built more harmoniously. 

Want to know how to position your brand in the market? So keep reading and find out all about it!

What is brand positioning?

“Brand positioning is the effort to implant key benefit and differentiation in customers' minds”, according to Philip Kotler, considered the father of marketing – in the book “Marketing for the 1999st century: how to create, conquer and dominate markets” (XNUMX). 

From this definition, we can consider that a brand positioning strategy should focus on:

  • definition of a benefit for the consumer;
  • presentation of values ​​that are in line with those of the client;
  • awakening of positive feelings; 
  • establishment of a unique personality that differentiates the brand; 
  • generation of memories that consolidate and perpetuate this image.

Therefore, a brand positioning strategy is linked to the creation and use of elements such as:

  • personality that the brand presents; 
  • the way it communicates with the market, which includes marketing and sales actions; 
  • types of products that are offered, how they are designed, built and sold;
  • audience that uses the products. 

think about Chanel, its positioning in the market is focused on the elegance, luxury and sophistication. These elements are part of the personality of this brand and, therefore, are: products, in the people who become brand ambassadors, in each advertisement, in the fashion shows, in the partnerships, in the physical and virtual stores and in the colors used. 

Don't confuse the brand's positioning in the market with the price that the products have. The sale value is part of this strategy, but it is not the only element present. 

A Havaianas also has her own personality and this has managed to make her stand out in the whole world as a young, stylish, cheerful brand, synonymous with relaxation and comfort

The product has become a symbol of a day off or a beach vacation.

This personality has spread and is maintained through marketing campaigns and marketing channels, which include online sales strategies and product launch.

But why is all this important? Keep reading and find out!

Benefits of the brand positioning strategy

Investing in a brand positioning strategy in the market makes the company add more value to what you offer to the public. In practice, this means that your dispute for customers no longer considers only the price and product offered. 

By positioning your brand, it ceases to be just one more and becomes unique. And this generates several benefits, such as:

Returning to the case of Havaianas, it is clear that the company faces competition. There are other brands that work with a similar product, which meets a specific public need. 

However, in practice, the strong positioning of the brand makes it stop being a company that only sells flip flops. It offers much more to consumers and that's why it takes the lead in the dispute for each customer. 

How to position your brand in the market?

So, what are the main aspects that should be considered when creating a brand positioning strategy? Check it out below!

  • meet the person
  • Understand what pain the product solves 
  • Understand the brand value proposition 
  • Define how the brand will be recognized

meet the person

One of the main steps is to understand who the business persona is, also known as the ideal customer profile. That is, it is necessary to define who your company will sell to. 

Invest in this stage to understand what is important to this audience, what can be considered a differential, what is the need they have, what are their values, interests and behaviors. Go beyond a demographic definition of age and gender. 

Learn how to create a persona and how important it is to your business.

Understand what pain the product solves 

Once you know your persona well, it's time to understand what pain it solves and what demand it meets. After all, he needs to solve a real need, for example, having a comfortable slipper for his days off. 

Understand the brand value proposition 

Next, understand your brand's value proposition, understanding why it is different from others in the market. For this, it will be necessary to understand what your competitors do and seek a differential that is connected to the values ​​and needs of the consumers you want to reach.

Read also: Cause marketing: win over and retain customers.

Define how the brand will be recognized

Then define how you want your brand to be recognized. That is, which attributes and characteristics it should present to the market. 

With this information, it's time to create a personality for your brand and include attributes that will consider the market segmentation in which you want to operate and highlight the differentiation you want to carry. 

To put all this into practice, you'll need a good marketing plan and sales that is able to communicatetake this positioning. That includes:

  • the selection and product catalog
  • the visual identity; 
  • sales channels;
  • everything else that your company does, shows and discloses. 

Read also: How to design a good branding strategy that delivers results?

3 examples of brand positioning     

Nothing better than meeting some brand positioning examples to get inspired and start getting your project underway. Then check it out below!

1) Starbucks

A space that sells coffee, sweets and breads, with good quality. That could be the description of any bakery, right? 

However, it is part of what one of the most beloved brands in the world does. THE Starbucks achieved a prominent place in such a competitive market for identify a gap and offer a excellent solution for her.

More than selling food products, the brand proposes to offer a customer experience. To that end, it invested in beautiful, cozy and air-conditioned spaces, that invite the consumer to stay. 

Currently, the stores have wi-fi and allow customers to spend hours inside, meeting friends, working or studying. This time they spend inside the cafeteria makes customers establish even stronger bonds with the brand.

From the menu to the decor, everything is designed to reinforce this brand positioning. 

Read also: Shopping experience: 11 tips to boost your sales.

2) Red Bull

Red Bull is a classic example for everyone who wants to learn how to position their brand in the market. More than selling energy, the brand sells a lifestyle.

To reinforce this positioning, the brand created its own Formula 1 team! 

Not to mention football teams and all the investment made in entertainment and sports — which seek to reinforce, in the consumers' minds, the possibility of achieving an active lifestyle, that can be achieved with the use of the product.

3) Amazon and Magalu

We could not end this article on how to position your brand in the market without talking about two companies that are so important to the current market: Amazon and Magalu.

These tags are great examples of the use of e-commerce technology in favor of the customer and have become the darlings of buyers. 

After all, looking at current customer demands involves identifying the need for digital solutions, even more so when it comes to ecommerce. Therefore, if your objective is to position your brand in this scenario, it is essential to face the needs and demands of the future of e-commerce

That's what these brands do and what makes them stand out in digital commerce: the constant concern to serve customers and offer them an excellent experience. And speaking specifically of marketplace and virtual store, both bet on experience customization with recommendation systems e smart search.

If you have an e-commerce, you also need to worry about improve the shopping experience of your customer. This can be part of your differential and your company's brand positioning. 

For that, you can count on the SmartHint, Magazine Luiza's search and recommendation system that also serves virtual stores of all sizes. Discover our technology and understand how to use it to improve the customer experience within your e-commerce.


Rodrigo Schiavini

Rodrigo Schiavini

Founder and business director of SmartHint, he is also regional director Paraná of ​​ABComm, with more than 10 years of experience in electronic commerce for major brands in the most varied segments.
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