How Retail Branding and Positioning Benefits a Business?


retail branding
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Do you think retail branding is just about an eye-catching logo, vast retail space, and big-budget advertisements? Businesses, in this standpoint, fail to reach their potential customers due to the gaps in retail branding and positioning.

The benefits of a unique retail branding strategy include increased customer loyalty, a more substantial reputation, and brand equity that sets you apart from the competition. This blog will dive into retail branding, and its importance in hiking sales and ROI of a business.

What is retail branding and positioning?

The essence of retail branding is how you make customers feel when they visit your physical retail space or shop online. This approach to marketing management can be considered comprehensive and integrated, with a keen focus on building long-term client loyalty and brand preference.

With the help of the retail branding strategy, a retailer transforms its physical locations into its products, which can then be individually promoted to increase visibility and profits. Branding in the retail sector is something that shapes a brand and presents it to the prospective customers.

If you develop a brand that provides your audience with more of the same options, they currently have available to them, there won’t be much of a reason for your brand to existing in their viewpoint.

In order to influence how people see a brand, a brand positioning strategy is played. Brand positioning involves all the tactics applied that entail building brand connections in customers’ minds. Brand positioning defines how the customers perceive a brand and how the brand stays ahead of its competitors.

Are branding and brand positioning the same?

No, retail branding and positioning are the two sides of the same coin. Though used interchangeably, there are central dissimilarities between the two.

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What is the difference between branding and positioning?

Branding is the process of giving a company’s goods a unique image, typically through the use of brand logos, taglines, and advertising techniques. On the other hand, the definition of positioning is claiming a space in the consumer’s mind among competitor brands.

Benefits of Branding and Positioning

An effective brand building may produce and sustain a strong, positive, and long-lasting image that is hard to change. Through branding, businesses can position themselves in relation to their competitors and effectively reach their target audiences.

Moving customers through the buying cycle more quickly and efficiently is made possible by effective brand positioning. Because the customer is aware of what you are offering and why it is better than what your competitors are providing, the contemplation period is frequently quicker. Sales conversions consequently rise.

What are the attributes of successful retail branding and positioning?

Though there is no thumb rule to formulating a retail branding or positioning strategy, the below-mentioned elements should be your focus. As per your product, business sector, and target audience, craft branding and retail positioning strategies that are

  • Unique
  • Creative
  • Customer-centric
  • Deliverable
  • Measurable

Retail Positioning and Brand Image

Consumers frequently prefer one brand over another even when the product doesn’t obviously differentiate itself from the competition. This is because a brand positioning process influences the customer’s decision to choose one brand over the other.

An excellent retail brand positioning strategy is based on a brand positioning statement, which offers a thorough understanding of how you want customers to perceive your brand in addition to a description of your target market.

Many individuals confuse brand positioning statements with company taglines or slogans. Positioning statements act as a guide for the operational and marketing decisions made by your business. On the other hand, a business tagline is a statement that businesses use in their advertising efforts.

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Clarity about your business is created by brand positioning, which also explains to your target market why you are the ideal choice for them and what makes your products or services distinctive.

Within a large market, a strong positioning aids in developing the personality and character of the brand. When the brand positioning is precise, it is simpler for the business to communicate with its audience.

Positioning in retail marketing must first show how a product is relevant using believable, credible, and factual phrases. Effective positioning makes it simpler to purchase the products, which makes it simpler to sell. The brand gains the designation of a creative brand when it develops a unique and inventive retail positioning strategy and executes it. This adds to the brand image, thereby reflecting the purchasing instinct of the customers.

What are the types of brand positioning?

The following are the different types of brand positioning that would befit all businesses. Depending upon the business objectives and target market, the brand can follow one of these brand positioning strategies.

Value-based positioning

Using a value-based brand positioning approach, a brand is positioned based on the advantages consumers gain from using or buying the company’s products. The target market is compelled to weigh the product’s worth and any potential downsides while comparing the varying pricing for each brand available on the market.

Competitor positioning

The focus of competitor-based positioning is utilizing the competition as a point of comparison for differentiation. When marketing a product or service, brands emphasize a distinguishing feature that sets it apart from competing products and services.

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Benefit positioning

Benefit-based positioning focuses on one specific benefit of the brand’s unique offering. The strategy emphasizes the advantages of the good or service to the clients and ensures that competitors cannot replicate them since they are exclusive to that particular brand.

This positioning method may be helpful for marketing products, but it is less useful for positioning brands because it severely restricts the potential expansion of the brand.

Quality positioning

Customers want to know that the products and services you offer are dependable, cost-effective, and durable. In a quality-based product positioning approach, the key selling point of the product is its quality. You may easily convert many prospects when you position your brand as the least expensive option.

Price Positioning

Associating your brand with affordable prices is positioning your services or products on price. If they discover a gap in the market at a particular price point, brands can also position themselves based on price. A pricey product produces the psychological effect of worth, but a cheap product can highlight the advantages of accessibility.

Every brand and product has a place, regardless of where you choose to put yourself on the market. You may begin managing the perception of your items and the reputation of your brand once you have a firm grasp of positioning in marketing.

There are many different sorts of retail branding and positioning, each type serving a particular purpose. The target market or the demographic you are trying to offer your products or services will define the best brand positioning strategy to escalate your business.


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John Mclane