1 February 2012 0 Comments

Brand positioning: 5 pillars that help

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Brand positioning, brand marketing, Niche marketing, Brand communication, Brand relationshipBrand positioning in the market is vital to brand success and profitability. In the journey to stardom and brand engagement, brand positioning is a major factor. Positioning is based on identifying uniqueness and communicating such. Brand positioning is also considered as process of creating brand offers in such a manner that it occupies a distinctive place and value in the target customers’ mind. It is also the brain behind or what we can refer to as major reason why customers make your brand a first choice over others.

When it comes to brand positioning, being strategic is essential. The reason for this is that at the end, brand positioning is equal to ability to strategically establish a competitive advantage in the marketplace.  

Today we will be examining five pillars that can help brand in taking full advantage of its positioning strategy.

Research: research is an essential part of brand positioning process. It can be considered as the foundation of brand positioning process. Proper understanding of the market the brand wants to play in is really crucial. Research can help in no small way. Research will help your brand identify the gap it intends to fill. More also, a close assessment of your brand capacity can then help in making right decision.

Identify unique niche: When you have done proper research and it has identified its unique position, the brand needs to become customers’ expert and reference. Through this the brand must work hard on helping the clients build or satisfy their needs/ businesses. If this is done well the process should translate into viable result for the brand consumers.

Relationship: No strong positioning can be successful without relationship. This relationship process starts with conversation and communication building. With this, brand must focus on long term relationship and not money. To remain top of the mind and gain competitive advantage over others in the market, this pillar must be in proper shape.

Use of Technology:  Positioning well today does not solely rest on investing huge budget on traditional media. If anything at all, better understanding and use of technology to enhance global relevance cannot be downplayed. In a chat with P&G Chief Executive by a frontline online medium, P&G CEO(Robert McDonald) was quoted as saying they will relieve some staff (1,600) of their positions because they are getting more value from online campaign over huge traditional media advertising. Have you taken time to examine the reason behind most Fortune 500 adaption and increase use of Technology. Technology has made global position relevant. Medium scale brand with enough knowledge can also gain global relevance through the use of technology.

Brand Communication: Conversation, communication and consistency of message is a formidable pillar of brand positioning. Taking a strategic position without a continuous communication is dangerous trend. One may need to ask Coca-cola why they are still communicating the brand through association and sponsorship among others. Understanding the market and the direction it is going is one of the reasons Coca-cola is partnering with Big Brother Africa. It may seem ‘immoral’ but as long as Coke’s target is reached one may not blame the brand. Coca-Cola is taking advantage of both offline and online engagement enjoyed by the show. That strategy seems to be working to its advantage.

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