"Brand positioning" can be considered the foundation for businesses to establish their own value and formulate marketing strategies, helping to attract consumers. Business owners considering starting a business or transforming their business have likely heard of this term, but may not fully understand its definition and scope. Don't worry! This article provides you with three easy-to-understand analytical steps and success stories to help you understand the key principles of successful brand positioning.
What is brand positioning?
BrandA brand symbolizes a company and its products' value, credibility, and image in the minds of consumers. A successful brand can build a strong relationship of trust with consumers, differentiate itself from competitors, and occupy a unique position in the market, enabling consumers to easily identify it, form a specific impression, and guide their purchasing decisions.
而Brand PositioningThis is the first step for a company to build a successful brand. After establishing its brand management philosophy and development direction, the company needs to find the right position for its brand in the market, and then build its brand image and attract its target customers through vision communication, logo design, and various brand marketing strategies.
(Further reading:)Brand identity is more than just visual! A multi-sensory experience is needed to create a three-dimensional image.）
How to write a brand positioning statement? Three steps to breaking down brand positioning analysis.
Brand positioning step 1: Confirm brand positioning
In this step, you can understand how consumers perceive your brand through consumer interviews, questionnaires, and other methods. Based on the survey results, you can outline your target customer group, discover your brand style, strengths, and weaknesses, which helps you examine your current brand philosophy and communication style, and helps you develop your future brand vision and differentiation strategy.
Brand positioning step 2: Analyze competitors
After confirming your brand positioning, you must identify your competitors and then place them in a competitive position.Brand Positioning MapAnalyze and compare your brand's market position with that of your competitors. You can decide the horizontal and vertical axes for brand positioning yourself, setting them to the aspects you want to compare, such as price range, number of product items, etc.
Brand positioning step 3: Brand differentiation
After mapping your brand's position, try to put yourself in the consumer's shoes and identify the strengths and weaknesses of your own brand and your competitors. Consumer pain points that competitors can't address may become your strengths. Then, develop a differentiation strategy targeting this breakthrough point to cultivate your unique brand positioning.
(Further reading:)From ingredients to manufacturing processes, eco-friendly perfumes can also keep up with the new trend of environmental protection.）
Successful Brand Positioning Example: Le Labo Fragrance
Le Labo is an American fragrance brand that started with the idea of "creating unique sensory experiences." In 2006, it established its first laboratory in New York and has since launched a series of unique, gender-neutral fragrance products.
Le Labo Brand Positioning
Compared to many long-established international fragrance brands, Le Labo is a very trendy brand that focuses more on perfume craftsmanship and emphasizes novel and unique fragrance combinations, hoping to bring users an intimate yet familiar and shocking experience.
Le Labo Competitor Analysis
Observing that there are too many perfume brands on the market that focus on packaging and advertising, and lack truly soulful fragrances, Le Labo places greater emphasis on the craftsmanship of perfume formulation and fragrance blending, hoping to bring consumers a refreshing fragrance experience.
Le Labo Brand Differentiation Strategy
Le Labo abandons elaborate perfume packaging and store décor, believing that the future of luxury fragrance brands will return to the importance of "craftsmanship." By personally picking and selecting materials, hand-blending unique scents, and adding customized labels, consumers can temporarily set aside modern electronic devices, appreciate their surroundings, and embrace the artistic essence of fragrance!
(Further reading:)Fragrance essential oil OEM/ODM/OBM manufacturing: a popular choice, riding the wave of fragrance economics.）
Adoma Biotechnology, your fragrance brand consultant.
Adom BiotechIt is the only fragrance factory in Taiwan specializing in the production and blending of floral essential oils. From raw material selection to manufacturing, everything is strictly controlled to create high-quality fragrance products. Furthermore, Adoma has been deeply involved in the Taiwanese perfume industry for over 30 years and can provide owners with professional brand consulting services. Based on your brand positioning and vision, we will assist you in developing a complete brand strategy and product plan!
If you have needs for fragrance creation, brand consulting, etc., you are welcome to...Fill out the form onlineOur professional consultant will contact you.
Recommended perfumer courses in Taipei: "Practical Perfumer Training" at Ma Xiang Jia International Fragrance Fashion Aesthetics Business School.
After reading the above introduction to perfumer courses, do you have a better understanding of the perfumer profession and are eager to try it yourself? If you are looking for a recommended perfumer course in Taipei, the "Practical Perfumer Training - Level 1 First-Level Reserve Instructor Class" offered by Ma Xiang Jia International Fragrance Fashion Aesthetics Business School is your best choice!
The "Mahjong International Fragrance Fashion Aesthetics Chamber of Commerce" is composed of individuals with 30 years of experience in manufacturing and brand marketing.AdomaThe group has established a business school that integrates five-sense aesthetics to heal the mind and body. We hope that our students can apply the theories and knowledge learned in the classroom. Therefore, the course will be based on the entrepreneurial concept of a "personal brand fragrance system," hoping to help students establish their own brands through fragrance design. In our training course, you will learn:
- International Fragrance and Perfume Trends and Design Brand Strategic Position
- Understanding and Applying 24 Types of Single and Compound Fragrances
- Fragrance formulation and perfumery techniques
- Case studies of using fragrance to establish an international commercial space brand, an international skincare brand, or a personal fragrance brand, etc.
- Brand and business sharing (including brand positioning, target consumer definition, brand sales strategy, brand story and past/present/future)
- One-on-one fragrance brand planning and market layout
- Fabulous Perfumers Training Course Level 1 "Certificate"
(The above only lists some of the course content. For more detailed information, please contact us.)Adom Biotech）
Let professional knowledge become the driving force for your entrepreneurship. The Ma Xiang Jia International Fragrance Fashion Aesthetics Business Association is the first choice to achieve your aesthetic career!
Course registration information:
Marshall International Fragrance Fashion Aesthetics Chamber of Commerce - AIFA Practical Perfumer Traininghttps://reurl.cc/MRq1vv
