品牌定位（Brand Positioning）是指企業根據其市場定位及潛在客戶，為品牌塑造一個鮮明獨特的形象，從而讓其在同類型的競爭者中脫穎而出。品牌定位的概念對企業而言並絕不陌生，然而卻不得不說，很多或許在市場上已經佔據一席之地的公司在品牌定位上仍然非常模糊。沒有清晰的品牌定位策略，企業難以在日益激烈的競爭當中生存。倘若不想品牌被市場競爭所淹沒，那麼你絕對不可以錯過以下三個策略。
在這之前，請先問自己三個問題——「我是誰？你們是誰？他們是誰？」。
(1) 先瞭解自己，建立獨特性
「我是誰？」
建立一個品牌，你首先需要知道自身品牌或產品的優劣。盡可能最大化地向客戶展現自身的優勝之處，並找出產品的獨特性和吸引力。
獨特性就是讓品牌或產品從競爭對手中勝出的關鍵。不過品牌獨特性並不是短時間內就可以完全建立的。所以，先以品牌的優勢進一步取得客戶的信任，再逐漸以產品得價值及特性為品牌塑造一個鮮明獨特的形象。
先瞭解自己，才能發揚品牌。
(2) 確立並瞭解目標客群
「你們是誰？」
當你找到了自身品牌的獨特性和吸引力後，便可以根據品牌特性尋找最適合目標客群。再根據客戶群的特性進一步強化品牌形象。這會直接影響品牌日後的發展路線及市場價值。
一個成熟的品牌擁有和客戶一致理念。
(3) 知己知彼，百戰百勝
「他們是誰？」
想要脫穎而出，必須先瞭解你的競爭對手是誰。找出自己跟競爭對手的差別，避免品牌形象與同類型的品牌過於相似。如果沒辦法把自己跟競爭對手明確地區分開來，很難說服潛在客戶捨棄對手而選擇你。
唯有找出差異性，才能想客戶展現出你的價值。
How to keep ahead of the competitive market? Here are 3 brand positioning strategies you need to know!
Brand positioning is how a company creates a unique image according to its market position and target customers in order to stand out from the competitors. The concept of branding position is no stranger to most of the companies, but then some market leaders have a really vague positioning in the business. Without a clear strategy, it is difficult for companies to survive in this competitive market. Here are the 3 major strategies to a successful brand positioning if you want to keep ahead in the market!
First, please ask yourself the following 3 questions:
Who am I? Who are you? And who are they?
(1) Understanding oneself, and build its uniqueness.
‘Who am I?’
To build a brand, you have to know its strengths and weaknesses. Try your best to show your customers the best features it has, and tell the world how unique and attractive your products are.
Uniqueness is the key for your brand and products to stand out and differentiate from your competitors. However, it takes time and it is an uneasy journey. Therefore, you may use the strong features. Then steps by steps you can establish a special impression of your brand with their values and uniqueness.
You have to understand yourself to outshine.
(2) To establish and understand your target customers
'Who are you?'
After realising brand's uniqueness, you can then find the most suitable customers according to brand's characteristics. Understanding customers’ wants and needs will help strengthen the brand position in the market. It will also affect company's future development and its value in the market.
A successful brand should have the same philosophy as its customers.
(3) Know the enemy and know yourself
'Who are they?'
To distinguish oneself, you have to know who your competitors are. Identify the differences between you and your competitors in order to avoid brand similarities. It is hard to convince customers to choose you over the other brands in the industry if you can hardly differentiate your brand with your competitors.
Pinpoint the differences and show your worth.