Brand marketing is gaining more popularity among many modern companies. Branding remains no longer an option, it has turned to be a necessity in the modern business environment and brand positioning is one of the vital brand marketing components. It offers companies many benefits. Let us take a closer look at the brand positioning, the benefits it provides and two different areas where it is applied.
The brand positioning can be exercised in the customer oriented branding and in the b2b branding. The brand positioning benefits and the ways to achieve them will vary considerably in those two areas. Your band value proposition would also diverge for those two different markets.
Your brand positioning benefits are gained from the functional, emotional or self-expressive value propositions and from your positioning statement's ability to capture your stakeholders' attention and space in their minds. For most customers all three ways of expressing your brand value proposition can be vital and working, however, not all of them will work well for the brand positioning for b2b markets. Brand positioning benefits, obtained from a functional brand value proposition in a customer market, are based on the products' or companies' natural benefits and advantages. A FedEx term of delivery is a good example of such functional benefit. Nevertheless, it will work well only if such benefit or advantage remains a priority of a particular company and makes it unique among its competitors. More brand positioning benefits can be received from the emotional or self expressive brand value propositions for the customer market. For instance, Volvo is strongly associated in customers' minds with safety and Mercedes can be an expression of who those customers are and their social status. Choosing those brands, the customers choose emotions and social self expression they desire to build up about themselves. The emotional and self expressive based value propositions build up strong bonds between customers and brands. Frequently, those two components are closely bond together. They evoke a more psychological rather than a functional interaction of the customers with the brands, and thus, are able to produce more brand positioning benefits.
Nonetheless, brand positioning benefits for b2b markets mostly cannot be taken from the emotional or self expressive value propositions. The b2b managers, who are responsible for purchases for their companies, are in the search for the functional benefits and value propositions, the emotional appeals will not produce many results with them. What they want to know is your credibility, terms and price conditions rather than the emotions your brand can evoke in them. The B2b positioning has to be based more upon particular product benefits and contract conditions rather than on emotions.
Finally, your positioning statement both, for the customer and for the b2b markets, has to be aimed at capturing people's attention and winning a unique position in their minds and hearts. Remember, the positioning and the benefits it produces, comes from winning a special place in people's minds, not in their pockets.