Expert Opinion: What is brand positioning?

Jane Bartosova, from Stockport branding and digital agency Dawn Creative, explains what brand positioning means and why it is important to your business.

We’re about to go over what brand positioning is, and why it’s important. We find that people relate better to stories than a load of information, so we’re painting a picture using different brands of cars. Let’s set the scene.

When you walk into a Bentley car showroom, you’re asked “Who are you here to see?”. It feels exclusive. Personal. You’re shown over to a bar area, where someone is waiting to make you a cappuccino, or a coffee of your choosing. If you like, you can opt for a cake. Served on a porcelain plate with a fork. 

The background music is faint. The salespeople are dressed in smart suits. Crisp and clean, just like the cars. On the walls you can see a history of the Bentley brand. You can sense the pride. When you approach a car, chaperoned by your own personal sales assistant, you may spot a small information card, and the price could be on there somewhere. It’s hard to tell. 

In comparison, when you walk into a Vauxhall showroom, there are more people milling around. This means there has to be barriers. ‘Please wait here’ signs. You look around and see a lot more cars to choose from. Options. Finance offers on the walls. You look outside and there are coloured balloons promoting a certain deal on one model. You came to shop around. 

You’re greeted by someone who asks how they can help you. They’re friendly, in a kind of familiar way. It feels slightly more rushed, as there are plenty of people for them to see. They’re competing on price, so the numbers are sprawled across the windscreens. You may walk away with a great deal and a great car, but the experience is different. 

Why?

Because these two brands are positioned differently. 

Continue reading on the Dawn Creative website.