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The power of brand positioning: 5 brands that nailed it

Here are a few examples of brand positioning statements:

  • Nike: “For every athlete, everywhere.”
  • Airbnb: “Belong anywhere.”
  • Apple: “Think different.”

See how each of these statements perfectly encapsulates the brand’s target audience and value proposition? That’s the power of brand positioning.

Brand positioning is important because it affects how customers perceive and interact with your brand. A study by Millward Brown found that brands with a strong positioning have a 20% higher market share than those with a weak positioning, and according to a survey by The Manifest, 60% of consumers say that a brand’s reputation is an important factor in their purchasing decisions. Pretty compelling, right?

I find that it’s easier to understand the power of brand positioning by looking at examples. With that in mind, let’s take a look at five companies that absolutely nailed their brand positioning:

Zappos:

“Powered by service.” Zappos is known for its top-notch customer service, and their brand positioning statement reflects that. It’s simple and brilliant.

Dollar Shave Club:

“Shave time. Shave money.” This brand positioning statement perfectly communicates the value proposition of Dollar Shave Club’s subscription-based razor service.

Snapchat:

“Life’s more fun when you live in the moment.” Snapchat’s brand positioning statement perfectly captures the ephemeral nature of its messaging app and appeals to its younger audience.

TOMS Shoes:

“One for One.” TOMS Shoes’ brand positioning statement highlights the company’s commitment to giving back, which resonates with its socially conscious customer base.

Patagonia:

“We’re in business to save our home planet.” Who doesn’t like Patagonia?! Its brand positioning statement speaks to its environmentally conscious customer base and sets it apart from other outdoor apparel brands.

Brand positioning is crucial to the success of a business. A strong brand positioning can lead to increased market share and customer loyalty, while a weak positioning can lead to confusion and a lack of trust in your brand.

If you’re looking to improve your brand positioning, take some inspiration from these examples and start crafting your own unique statement. Your customers (and your bottom line) will thank you.