How to: Create a Brand Positioning Strategy for Your Amazon Store
Brand positioning for your Amazon store is an essential aspect of presenting your brand to the world. It helps ensure consumers know what your brand stands for and what it offers them.
When a customer sets out to purchase a product, they have several options that usually result in a combination of evaluation and comparison.
Therefore, for your brand to stand out from the competition, you must pay attention to where your products are placed within the market. This is what brand positioning is all about.
No one wants their brand to come last in the consumers' minds when making a purchase. So how do you ensure that your brand comes first and remains conspicuous from the plethora of other brands? Below is a rundown on positioning your brand on the Amazon marketplace and placing your business on a global scale.
What Is Brand Positioning?
Brand positioning is the process of developing a unique marketing position for a product or company in the consumer's mind. It is essential to understand that brand positioning is not about what you say your product is. It is about how consumers view your product. This means that you have to be strategic in presenting your company and its products.
Brand positioning is essential in the following ways:
1. Gives your company a competitive advantage over other businesses
2. Helps you create an emotional connection with customers, building loyalty towards your brand
3. Gives you clarity on how to market your business
"Success doesn't come easy, and that's especially true when it comes to Amazon store branding. It would be best if you got everything from the beginning right."
What You Need for a Good Positioning Strategy
Success doesn't come easy, and that's especially true when it comes to Amazon store branding. It would be best if you got everything from the beginning right. And there are many steps involved in setting up a brand on Amazon, and they include:
1. Understand What Your Customers Want
Consumers make a purchase that can help them do a task more quickly, easily, or affordably. They also buy based on their emotional needs. So suppose a customer is on Amazon looking to purchase a phone. Your product needs to highlight specific features of the phone and what makes it different from other phones for the customer to buy.
2. Offer Consistent Quality Products
Top brands such as Apple, Google, and Microsoft have one thing that sets them apart from the rest of the crowd. They are known to offer unrivaled quality products time and again. You need to emulate this if you want your Amazon store branding to be successful.
3. Have a Unique Story That Separates You From the Rest
If there's one thing top brands are good at, it's storytelling. They know how to create a brand persona that resonates with their customers. For instance, adopting Amazon A+ will allow you to produce top-quality videos, banners, and eye-catching visuals. The strategy will prove to the consumers that you are a reliable seller and provide you with benefits such as free shipping.
4. Leverage Your Omnichannel
If you love working out, think about your journey from home to the office every morning. You have to ensure that you have your training gear and even water bottles, so you don't have to bother about training effectively when you get to your venue. The procedure is the same for customers, and every consumer wants to get their products with minor interruptions. With leveraging on omnichannel, consumers will remain supreme, and with statistics, up to 64% are willing to pay for convenience.
5. Optimize Your Amazon Brand Content
Optimized content tends to generate more traffic and leads, which are the main elements that any brand positioning on amazon needs to thrive. The first step is tailoring your content to your consumers, communicating, using correct spelling and proper grammar. The measures will ensure your brand remains relevant at all times.
How To Create a Brand Positioning Strategy
A product's positioning strategy is a critical part of the marketing plan. It describes how the company wants its brand to be perceived by customers concerning competitors, what makes it unique, and how it fits into consumers' lives.
Developing a successful branding strategy begins with market research on your target audience, which will show you their needs and preferences based on demographic factors such as age or socioeconomic status.
The following are steps to use when creating a brand positioning strategy:
What Does Your Brand Have To Offer?
The first step in creating a brand positioning strategy is determining what you have to offer. It could be your products, services, or even how they are delivered. You need to know exactly how your business offers something different from its competitors and why it is better than them. This can be done through market research, surveys, or simply talking to your customers.
How Will You Get the Message Out?
Once you know what makes your brand unique, you need to find a way to communicate it to your target audience. You want to make sure that the messaging is clear and consistent across all channels, from advertising to customer service.
And most importantly...
Measuring Brand Awareness
There are various ways to measure brand awareness on Amazon, including surveys, focus groups, or simply tracking how often people mention your company name. If possible use multiple metrics such as social media engagement rates, web traffic data from Google Analytics or even just asking friends/family members about their thoughts on different brands they may have heard of recently. However, these methods can be time-consuming and costly if you don't know what questions to ask people.
8 Trends for Amazon Positioning
As Amazon grows increasingly popular, it's essential to stay ahead of the curve and understand the latest trends in brand positioning. Here are some of the most important trends to keep in mind:
1. Eccentric Art
Unique branding imagery is essential in positioning your products to younger generations. The method is effective and can produce many sales and returning customers since they can hardly forget their first experience. However, take caution so that you don't go overboard to create returning customers.
2. Substance Over Style
Your branding should highlight how it's going to transform consumers' lives. This is because consumers want to know what is in it for them. They want to know what your brand can do for them and how it will positively impact their lives if they buy from you. The branding should focus more on providing value rather than just trying hard to impress people with something that doesn't have any real purpose.
In addition, your brand should be something that people can rely on and feel good about. It should be associated with positive feelings, not just flashy designs that eventually fade away.
3. Leveraging Audience Research
It is even more crucial to understand your customers in the post-pandemic period. As people will continue to spend more time online and purchase items for their homes rather than outdoors, your brand must deliver on promises. Your positioning strategy is dependent upon many factors, but the most crucial one is audience research. How you leverage customer insights can make a world of difference in positioning your product amongst other competitors.
4. Price Based Positioning
The strategy is used to position a product or company as affordable and within the average consumer's reach. It's usually employed by companies starting and trying to make a name for themselves in the market.
5. Product Characteristics Based Positioning
The strategy highlights what makes your product unique, such as its design, features, or even how it's made. This can be done through advertising, customer service, or simply talking about it on social media.
6. Competition Based Positioning
In this case, you would try to set yourself apart from your competitors by emphasizing what your business does better than them. This could be anything from having a more diverse selection of products to offering better customer service.
7. Quality Based Positioning
Quality is always essential when it comes to positioning your business. Customers want something that will last them a long time and work well, so if you can show how your company provides those things on your Amazon store, this could be the right strategy for you.
8. Product Use or Application Positioning
This type of brand positioning focuses specifically on highlighting specific uses for customers to buy from you instead of competitors' offerings. For example, if you're selling running shoes, it might make sense to position your company as one that specializes in providing athletic footwear with all the necessary features runners need.