As a marketer, brand positioning is crucial in establishing your brand’s identity in the minds of the consumers. It defines what your brand represents, how it differs from competitors, and how it can solve the needs and problems of your target customers. And while it may seem a straightforward process, many companies still struggle with it. In this blog, we’ll go through seven common mistakes you should avoid in your brand positioning efforts and how to fix them.

Mistake #1: Targeting Everyone 🎯

One of the most common misconceptions in brand positioning is thinking that your brand is for everyone. While it may seem logical to extend your market to every possible customer, it will only confuse and dilute your brand message. Instead, try to focus on a specific target audience that aligns with your brand’s vision. A clear, concise, and specific target market can help you tailor your message in a way that resonates with your desired customer.

A dart hitting a target board

Mistake #2: Ignoring Your Competitors 👀

To distinguish your brand from competitors, you need a clear understanding of how they position themselves in the market. Ignoring them will only lead you to bland messaging or an overlap of brand positioning. Think about what sets your brand apart from others in your industry, how you can differentiate yourself from their message, and use this information to your advantage.

A magnifying glass with a paper showing competition research

Mistake #3: Neglecting Your Brand Personality 🙅‍♀️

People don’t connect with logos and designs; they connect with personalities. Your brand personality is the emotional and human characteristics that give life and personality to your brand. Neglecting this aspect can make your brand seem faceless, dull, and unappealing. Think about what values and emotions you want your brand to evoke in the customer, and showcase them in all your communication channels.

A group of people with different personalities wearing different colored masks

Mistake #4: Focusing on Features Instead of Benefits 💼

One of the most common positioning pitfalls is to concentrate on the product’s features instead of the benefits it provides to the target audience. While features are important, it’s the benefits that appeal to the needs and emotions of the customers. For example, instead of highlighting your product’s technical specs, focus on how it can make their life easier, better, or more enjoyable.

A person sitting on a beach chair, enjoying the sun, and looking at the ocean

Mistake #5: Neglecting Your USP 🆚

Your unique selling point (USP) is the one thing that sets your product apart from the competition. It could be anything from a higher quality material, a lower price, a unique design, or a social cause. Neglecting your USP can make your brand blend in with the competition, losing its chance to stand out. Think about what makes your brand distinct and incorporate it into your messaging.

A person standing out from a group of people

Mistake #6: Not Adapting Your Message to Each Platform 📱

One message fits all doesn’t work in brand positioning. Every platform has different audiences, behaviors, and formats. What works for your email marketing may not work for your social media marketing. What works for your website may not work for your print ads. It’s essential to adapt your messaging to each platform and tailor it to the specific needs and preferences of the target audience.

A laptop, a smartphone, and a tablet, representing different digital platforms

Mistake #7: Neglecting Your Brand Positioning Over Time 🕰️

Brand positioning is not a one-time thing. Your brand will evolve, adapt to trends, and experience changes in the market. Neglecting your brand positioning over time can lead to a disconnection of what your brand represents and what the customers perceive. Continuously review and evaluate your brand positioning to ensure it aligns with your mission, values, and the changing customer needs.

A person looking at a compass, representing reviewing and evaluating brand positioning

Conclusion 🎉

Brand positioning is crucial in establishing and maintaining your brand’s identity in the market. Avoiding these seven common mistakes can help you create a clear, concise, and appealing message that resonates with your target audience. Remember to focus on your audience, stand out from your competition, showcase your brand personality, emphasize benefits, highlight your USP, adapt to different media, and review your brand positioning over time.

A group of people cheering and raising their hands, representing celebrating a successful brand positioning effort