If you didn’t already know, we here at Fellow Studio, London, love branding. We love each aspect of branding, including brand positioning. Brand positioning is imperative if you want to stand out from other similar businesses you may be competing with. Because of these factors, we thought we’d write up a list of our top 8 examples of brand positioning and explain why they are so good.
Firstly, What is Brand Positioning?
Brand positioning focuses on what your brand does to stand out from its competitors. Your brand’s purpose is significant as are what values your brand has that others don’t have— both these enable your brand to stand out in your customers’ minds, allowing them to identify and engage with your brand. If you would like more information on brand positioning check out our previous blog here.
Might be of interest – Branding Positioning Benefits
Our Top 8 Brand Positioning Examples
Domino’s Pizza
Domino’s might not be your first thought when you think of brand positioning, however, on close inspection, we can see some very clear signs of great brand positioning. In the UK Domino’s is one of the few ‘take outs’ that delivers to almost every area of the UK. Many of their competitors aren’t able to deliver to as many places due to their lack of physical stores.
Why Domino’s Pizza Brand Positioning?
Domino’s large quantity of stores allows delivery to lots of places. This makes them stand out more when customers are thinking about where to order pizza from, as they know they’ll be readily available in almost any location. Competitors such as Papa John’s, Pizza Hut and Pizza Express can’t match Domino’s delivery options.
How did Dominos Achieve This?
Domino’s fundamental idea was to invest in delivery, from market research they found a spot perfect for them. Whilst competitors like Papa Johns invested in better ingredients and PizzaHut on experimental pizza, domino’s looked to getting pizza to customers faster and easier than ever before. This investment in Tech is why it is still a mainstay for so many throughout the UK.
Amazon’s Brand Positioning
A list on brand positioning would not be complete without Amazon. Amazon is, of course, an international retailer offering online purchases of goods and services offering next day delivery and a huge variety of items.
Why Is Amazon so Good?
Amazon have built up a huge authority in the online and soon-to-be physical marketplace. They’ve built their brand positioning on the ability to get products very quickly and to find almost anything, essentially makaing themselves a global marketplace. Their competitors can’t match delivery times, nor the amount of stock. Amazon are also moving into more physical shops and also into data and entertainment.
ZipCar
ZipCar is a ride sharing app that allows users to rent cars by the hour using cars found throughout cities. Growing in popularity especially for individuals aged 25 – 35 in cities due to the number of households that don’t have a car.
ZipCar’s Brand Positioning
ZipCar has set itself apart from the regular rental companies like EuroCar and Hertz as being friendly, simple and everywhere. The Fellow Team all live and work within London, from our personal experience we can’t walk down a street without seeing a ZipCar at least once, whether it’s parked or driving. So what makes their positioning so much better? They looked at the market and understood individuals don’t need a car for a few days, they typically need a car for a few hours and they want it to be easy and relatively affordable. The ability to see a ZipCar and hire it within seconds is convenient. Their brand positioning is focused on the convenience they can offer in comparison to their competitors.
Tesla
Tesla is an electronic car company focusing on bringing electric cars to everyone. As a fairly new company, they’re still striving to reach this goal by first creating a sports car, then a business car, a family car and a cheaper option. With ultimate goals to make electric cars cheaper, more accessible and more useable.
Why Tesla Brand Positioning?
Tesla have made a name for themselves in the electric car market as the best out there. Rival electric cars are considered ‘Tesla killers’ with the idea that their car could knock Tesla off the top of the electric car pile. However, this sentence alone states why they’re still at the top. Tesla have built a reputation as cool, environmentally friendly and super easy to use. They’ve done this through consistent brand messaging and highly functional design.
The Body Shop
The Body Shop sell cruelty-free skin care and hair care products. Their products haven’t been tested on animals and the company has a keen focus on environmentally friendly actions.
The Body Shop’s Brand Positioning Example
The Body Shop originally found great success as being one the first big names to supply cruelty-free products. This gave the brand an instant positioning as a sustainable company. With this positioning, customers would instantly recognise the brand by its ethos and not just by the products it sells. Now, however, other competitors have grown in popularity offering similar services or products.
Ikea Home and Office Furniture
Ikea is a home and office furniture company offering simple to build, cheap, reliable furniture. With well laid out show rooms and a shopping experience not offered by many companies.
Ikea’s Brand Positioning
Ikea have positioned their brand in the minds of their consumers as a one stop shop with every type of furniture their customers might need. However, this isn’t their only position. They also offer a shopping experience unlike that of many other companies offering a similar product. With their in-depth showroom layouts, their furniture mazes and of course the hot dogs and meatballs, the shopping experience itself is a real stand out feature of Ikea. This is why they are the first brand that comes to mind when thinking of furniture in general, let alone cheaper flat-pack furniture.
IBM Computer Processors
IBM is a computer processors manufacturer and supplier. They offer processors for computers be it Microsoft or Apple. First started in the 1911, IBM have made a name for themselves as one of the best places to buy a processor from.
IBM’s Brand Positioning
IBM has been the global dominant force in processers for almost 40 years. But what is their brand positioning tactic that has led them to where they are today? They’ve had a keen focus on development, developing their products to be faster and more readily available than their competitors. As well as this, they’ve extended their market dominance by buying competitors and partnering with global leaders, such as their pushes into hubs like Shenzhen. From this, they were able to position their brand as being in almost every computer, adding a trust factor unlike any other company within this market. They were able to put themselves into every computer by offering a range of high-quality, competitively priced products.
John Lewis
John Lewis is a high street chain, top-quality department store, offering products both from their in-house brand and other selected brands of clothes, furniture, food and electronics. In a pretty competitive market, John Lewis have positioned their brand to be the best within it, but how?
John Lewis’ Brand Positioning
John Lewis have positioned their brand as the friendly high-end department store that everyone can shop in, particularly around Christmas time. As well as enticing high-quality adverts, they also maintain a high-end appearance while keeping the cost competitive by offering a price match option to its customers and supplying a range of fixed-priced products. They’ve positioned themselves as the sophisticated department store for everyone.
What Do You Think of Our Brand Positioning Examples?
Let us know what you think of our brand positioning examples in the comments. If you’re looking for help on positioning your brand like some of those we mentioned get in contact with us. You can find all our brand positioning information on this page.
