From good to great. Trend-follower to trendsetter.
Independent to iconic. Elevating a brand’s status requires daring to think different.
But without a clear strategy, you risk deviating away from your core DNA - and losing what your customers loved about you in the first place.
This blog discusses the power of positioning and how it can help make your brand stand out from the crowd.
This blog is also the first in a series where I examine what it takes to discover, navigate and amplify your way to a Distinctively Different brand. You’ll be able to read more in the series soon.
Let’s get started!
The power of brand positioning
Not every business aspires to become the world’s most recognised brand. Yet, any marketer worth their salt aspires to create a brand that resonates with its audience. Delights. And delivers the best experience possible.
A brand is one of a company’s greatest assets. But it’s also one of the hardest to get right. So, let’s start by looking at the power of Apple’s brand positioning - and how it celebrated what made it different.
Apple’s revival from the brink of collapse to iconic status is one of the greatest turnaround stories. And one of the key reasons for it was the Apple brand.
But, did you know that Apple’s positioning came down to three core tenets: simplicity, creativity and humanity?
In Mark Ritson’s article on Apple, he states that it was these same three tenets that were used to create the “Think Different” advertising campaigns - one the great campaigns of the late 20th century.
A simple message.
About creative people.
Celebrating humanity.
Apple’s follow-up “Silhouette” campaign for the iPod was iconic and beautifully executed. But, once again, reflected the 3-core tenets of Apple’s brand positioning.
A simple campaign.
Beautiful and creative.
About the human user - not the device.
The campaign was a huge success.
iPod’s position as a status symbol quickly emerged.
So, what can we learn about positioning from Apple?
Brand story. A clear brand positioning will help you to tell a consistent “on-brand” story. In Apple’s case: simply, creatively and with humanity
Brand image. Positioning is all about the intended brand image – what you want your audiences to think when they think about your brand. And in Apple’s “Silhouettes”, the dancers could be any one of us
Brand strapline. Although not directly about straplines, positioning can help you create a compelling tagline that embodies the essence of your brand positioning. That’s why “Think Different” reflects Apple’s three core positioning tenets
Brand differentiation. Positioning enables you to differentiate your brand through a compelling USP or owning of a single idea that sets your brand apart. Although the three tenets are not unique, Apple is different not by saying new things. But by saying things in a fresh, distinctive way
Brand activation. Positioning is not about the words themselves. But, the consistent amplification of these words across everything you do. That’s why Apple is one of the world’s most valuable brands
Stand out and grow
Like Apple, many brands aims for differentiation, but is being different all it takes to stand out and grow?
Unfortunately not.
But, here are some other important factors to consider:
Distinctive branding: strong, simple and consistent brand assets (logo, strapline, graphics, colours) that attract attention, maintain interest, create desire and inspire action
Brand strategy: a strategy that is in line with your core business objectives
Brand value: the ability to harness your brand’s value as a point of differentiation
In the end…
Apple is a brand that’s about simplicity, creativity and humanity.
Apple did not need to convince us that the brand was different to get us to buy. They just needed to define its brand position and create campaigns to celebrate what made it different.
Although very few brands will ever achieve Apple’s iconic status, you can strengthen your brand by daring to think different.
So, what’s stopping you?
This blog is the first in a series where I will examine what it takes to discover, navigate and amplify your way to a Distinctively Different brand. You’ll be able to read more in the series soon.
Watch this space.
Please leave a comment below or contact me if you need any help with brand positioning, brand strategy, brand messaging or creating your own Distinctively Different brand story.
About the author
Rob King is an award-winning brand consultant. As the owner of BrandDNA: Distinctively Different, based in Windsor, Berkshire, he works with business owners, brand managers and marketing agencies to help improve the efficacy of their brand and marketing communications. If you would like to evolve your brand, please email rob@branddna.uk
Credits
Banner photo by Nick Fewings
Infographic via swissmiss
Silhouette photo via campaignlive
