The document provides tips on how to properly position a brand to attract the right customers. It discusses the importance of the 4Ps of marketing - product, price, placement, and promotion - working together consistently to deliver the right message to customers. It also identifies four types of customers - those seeking lowest price, value, emotion, and sophistication on a budget. The document stresses focusing marketing efforts on a specific customer type that fits the business's resources and avoiding trying to please everyone, which may please no one. Positioning is about perception and building a brand that attracts the intended customer.

1. Nour Boustani October 13, 2019
HOW TO ATTRACT THE RIGHT CUSTOMERS.
nour.marketing/blog/how-to-position-your-brand
Does your product look cheap? I mean, do you feel that no matter how hard you try to
sell it, adjust your way of marketing, spend a considerable amount of cash on
advertising, and yet still sell cheap?
Pause for a second, and take a look at your product, take a deep breath, and be honest.
Now tell me, does it look cheap?
How about your business? Do me a favor and look at your store or website, how does it
look? Does it look or feel cheap comparing to other successful and well-known brands?
Do people keep going on negotiating lower prices with you over and over, no matter
how hard you try to push back? If yes, then my dear, we got a problem with your brand
positioning.
What is positioning?
Ever wondered why people don’t dare to negotiate the price of a Chanel bag? a Ferrari
or a Lamborghini, what’s about a Rolex watch? How on earth did they pull it off?
The simple definition of positioning:
I could tell you what positioning is, or I can make you feel it, I prefer the latter, so let’s
do something a little bit out of your comfort zone, shall we?
I want you to try an experiment for me; at the end of this experiment, you will obviously
experience the mind-blowing meaning of positioning, and you will diffidently nail it
down.
Starting from today, I want you to dress like a professional businessman or woman; I
want you to carry yourself with confidence and talk with a sharp and confident tone.
If people want to meet you, insist on having an appointment with a specific time and
date that fits your agendas, if they gave you time, do not say “no problem,” 80% of the
time apologize for not being available and politely push people away or down the
line, suggest different time options that put you in control.
When you have to meet with someone, arrive two minutes in advance, and politely
insist that the other person must be precisely on time as well, notify them that in
advance, and if they don’t be on time, leave after 5 minutes.
When you meet them, let them do most of the talking and you listen, tell stories
about successful projects you did with clients (don’t over exaggerate, don’t be
arrogant, just be cool.)
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2. Read business news, and share insights with the people that you meet, show deep
expertise even if a little, but before that, make sure that you did your homework and
no-nonsense B.S.
Do that consistently for a month, then observe how people will perceive and try to
talk to you, most of your meetings will be cut 80% by the way because most of them
were not serious or necessary in the first place.
What I’m asking you to do here is to set a new standard and raise the bar when it
comes to people dealing with you.
Let people realize that doing business with you must be productive, let them feel that
you are serious, your time is valuable, just do it politely, simply position yourself as a
scarce, effective, and valuable person, you don’t have to be an Ass hole about it.
However, if you don’t like the first experiment, perhaps you could try the next one.
Try to do the opposite of the first experiment, dress poorly, talk poorly, carry yourself
poorly, have no respect for time, be available every time, and most importantly, stretch
yourself so thin and try to please everyone.
Keep talking about all the failures of your past, complain about politics, the economy,
the people, blame everything including yourself, apologize for everything, simply
position yourself as a commodity then see how people would perceive you.
This is positioning at its core; you could be the same person “ physically,” but acting
with different mindsets “mentally” and be perceived in two opposite ways “ visually.”
In the first situation, you were “ self-aware” enough to position your-self high, you
understand the value of quality and scarcity, so people would appreciate and desire your
worth and value.
On the other hand, in the second situation, you are perceived with taking no extra care
and effort toward your actions, you are seen as immature, sloppy, and not as fully
developed professional.
Now don’t get me wrong, I’m not asking you to be James Bond or Scarlett Johansson all
the time, you could look as casual as you want, as long as it’s appropriate with the
context of your business, and as long as it pulls you away from being average, and
sets up for being different, in business average is a gray area, a noise in the
background, you don’t want that, do whatever it takes to stay out of this zone.
“Positioning is the perception of who you are in the eyes of the beholder.”
Do you think that Dior, Apple, and Ferarri are perceived as expensive and powerful
brands all by luck? Do you believe that they could pull it off all by chance? Think again.
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3. Don’t argue yourself into believing that it’s about cash power; it’s diffidently not; look
around you; there are so many brands with the same power of capital, yet they can not
pull it off when it comes to positioning, they have a wishy-washy execution mindset,
which gets them to nowhere but to be lost in the paradox of the crowded market.
I want you to close your eyes and think of your business as a Hollywood movie; I
want you to think of yourself as the movie director, and think of your customers as
your audience, everything else is just the story.
My job is to shape you into a better director, so you can imagine better movies that
attract and bring in customers with the power of emotions and feelings.
Most people react subconsciously to what you put in front of them and how you
behave toward them.
If you wear funny costumes and tell funny jokes, they can not resist but laugh, if you
wear a black dress, black shoes, black sunglasses, walk with confidence, they can not
ignore the fact that you are sharp, confident, and unapproachable.
This is a simple human perception mechanism, and it all works on a subconscious level;
most of us are unaware of it, we just react to it, you must learn how to leverage its
power.
You only need to design the right environment, build the right set, bring the right actors,
say the right script, do the right set of actions, and you can certainly trigger the
desired reaction.
Try another experiment for me, please.
Gift your partner for no reason a bunch of beautiful flowers the type they like the most,
be it red roses or white lilies, give it to them slowly then look straight into their eyes and
say: “honey, thank you for everything, I love you.”
Gently imprint a soft and warm kiss on their cheek or lips, the one that comes out of
deep love, then wait, tell me later how they react.
You must come to realize that positioning, marketing, and branding are only
perceptions, fantasies, and stories of pleasurable experiences.
Most brands use such techniques to create the illusion of making people perceive a
product at a much higher value.
Fantasies and perceptions make people joyful on the outside, even if they feel that they
were fooled on the inside. It just makes it much easier to justify their desires and
ego instead of being faced with the harsh reality.
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4. It’s challenging to sell something at a much higher value unless you make them believe
that it worth a much higher value. After all a mobile phone is just a phone, a jacket or a
purse, are just a jacket and a purse, but the difference is, how successful brands
understand the conversation that goes inside the customer’s mind, and it goes
like this:
“I’m beautiful; I’m special, I’m worthy, I will buy whatever it takes to make me look and
feel different, more powerful, healthier, wealthier, and more loved.
But to feel different, I must be different. Therefore not everyone can dress like me,
look like me, and be in places like me.”
Guess what, when someone goes into this conversation in their minds, do you think
they care about buy 1 get 1 for free or get 70% off on your next purchase?
They care about one thing, and one thing only, exclusivity!
This means premium prices, high-end designers, limited editions, and the
prestigious brand image that supports this mindset and perception; everything else
falls into small details.
There is a halo effect around the brand’s image that pushes people away or
inspires their dreams and desires, many don’t even dare to get inside the store in
the first place; and to others, it’s a dram, they will work hard and save, or get into debt
to afford such a lifestyle, but to the wealthy, it’s just an everyday lifestyle.
On the other hand, Zara is positioned pretty successfully when it comes to the majority
of the people, affordable, deep discounts, a vast seasonally collection, and the overall
feeling is inviting.
A businesswoman or man who drives Lamborghini or Ferrari would not be interested in
such a brand; to them, the quality and the availability of the products are way under
their radar. Some might not be aware of a brand called Zara at all. Both types of
customers live in two different universes.
How to position your brand.
Positioning is not about serving the wealthy or the ordinary; far from that, successful
positioning, if done right, is about building your brand, product, and marketing, so it
attracts the right customer, the customer that you intended to serve in the first
place.
It all begins with the 4p’s of marketing.
Understand the 4P’s of marketing:
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5. The 4P’s, Product, Price, Placement, and Promotion are the core skeleton of
every business for positioning, and they should work together hand in hand to
deliver a consistent message to the customer, it’s just like the human body, all parts and
organs should work together for your body to function, it’s not about one specific part
or the other, it’s about the whole.
So let me explain to you a little what these 4p’s mean.
Product: The quality and perceived value of the product which includes its
Ingredients, materials, function, and design.
Price: The price point of your product, is it cheap, on a budget or premium.
Placement: The distribution channel of your product which includes luxury
retail stores, general merchandise retailer, online stores, and retailers.
Promotion: How do you promote and associate your product; Luxury or deep
discount.
Let’s look at an example:
Product:
Dior: They make the ingredients of Dior Perfumes of high-quality materials. The
design of the bottle and the packaging are beautifully made to be perceived as a
premium perfume product.
Commodity Brand: They make the ingredients out of cheap alcohol and chemical
components; the bottle is poorly designed and made of inferior quality plastic.
Price:
Dior: Priced in the range of $80 to $120 per bottle.
Commodity Brand: Priced in the range of $3 to $8 per bottle.
Placement:
Dior: Only sells at Dior or luxury retail stores such as Sephora.
Commodity Brand: Sells at Walmart, Amazon, Carrefour, and general merchandise
retailer.
Promotions:
Dior: Luxury fashion magazine, celebrities partnership, fashion show, Tv Commercials.
Commodity Brand: Deep discounts, buy one, get one for free.
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6. To send the right message to the right customer, the 4P’s have to work with the brand
image and the customer’s sensual perception.
You rarely see that a customer visits Walmart to buy a Dior perfume and expect to get it
at a 50% discount.
Most brands are all over the place with their positioning, mostly are unclear to the
end customer, which causes the customer to think “what the heck does this brand sell or
do, and who is it for, is it for me? I’m not sure.”
That kind of frustration will cause the customer on quitting on your brand, probably
forever.
So now that you understand the core structure of your brand, realize that there is no
right or wrong position to take in the marketplace, however, you should consciously
plan for your positioning and align all of your effort to send a consistent message to the
right customer.
Talking about the right customer would make you realize that everything we do in
business has to be built around a specific group of customers and you should by now
know consciously that customers are different, they are not the same, not even close,
different people have different wants, needs, desires, interests, income level and beliefs.
Don’t fall into the mistake of trying to please everyone and ending with pleasing no one,
not even yourself.
A small business should always focus its effort on solving a problem or serving a need
and want for a specific group of people.
To do that, you should first get to know the types of customers that the market offers,
then design your 4p’s to send the right signal to the group of people taking into
consideration the financial and intellectual resources to serve.
Meaning if you are a small business with low-capital, you would exhaust your resources
so quickly if you try to go after commodity and low-margin customers.
And If you have the skills and expertise to serve a premium customer. but devalue your
brand and serve a commodity customer, then you would leave good margins on the
table which will limit your capital resource to hire talented people, spend more on
prestigious marketing and develop your business into a premium brand.
The four types of customers
1. Lowest-price customers:
This group of customers is more interested in the lowest-price, wide product
variations, and cheapest deals possible, and it’s for a simple reason, they live on a
minimal budget.
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7. When you are a small business you can’t serve them, it’s tough to survive on low
margins, leave that to Walmart, Amazon, and large brands.
Most of the small businesses subconsciously send their marketing message to attract
this group of people because they mostly came out of this group of customers, which
makes them come from a place of empathy.
You are not your customer, keep that voice and message repeating in your mind
whenever you try to devalue your brand, your job is not to worry about people’s budget,
that’s the job of non-profit organizations or mega-large brands.
Your job as a small business owner is to drive your business to high profit while
delivering value and to make your business to flourish, however, if you are nice enough
and care to help you can always find charitable ways to help but that should not be the
primary purpose of your profit-oriented business.
Watch Video At: https://youtu.be/SSqo0wozusg
20 Walmart Money-Saving Shopping Tips | The Melea Show
2. Value customers:
This group of customers is made of highly sophisticated hunters, and they look for the
value of the product, be it function or style, mostly not concerned about the
emotional aspect of your brand, they do tons of research, and they know exactly what
they want.
They look for the best value to price; you actually can not cheat them with your
positioning, hard to sell unless you genuinely know what they have in mind, if they find
the value in your product, they will save the money to buy it.
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8. Watch Video At: https://youtu.be/7ttqRnN2u3c
Best Watch Buying Guide For Men | Real Men Real Style
3. Emotional customers:
This group of customers are the easiest to sell if you know how to talk them into your
brand, they mostly buy according to emotions and feelings, primarily not interested
in researching for all the small details of a specific car, purse, or product, just gimme
that damn car or purse.
Prestigious brands or brands who try to look and feel expensive, spend most of their
budget to position themselves and create the illusion to serve this kind of customer
because they understand that to this group of people It’s not only about being a wealthy
person, but a person of values, sophistication, and social status.
Keep in mind that most of these types of customers go into credit card debt or consume
their income to afford such a high-lifestyle. Those people care about ego, high self-
esteem, and significant life experiences; I would serve them all day long, less
needy and demanding, and much higher margins.
Be very careful of the level of attention to detail, the level of customer service, and make
sure to always communicate the values and purpose of your brand, you can not behave
poorly and expect high margins in returns.
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9. Watch Video At: https://youtu.be/5dM-IyvzGtI
Buying my first CHANEL bag in NYC | Nathalie Muñoz
4. Sophisticated on a budget customer:
This group of customers is a segment that every small business should fall in love
with, a group of “modernized” and “globalized” of people.
They value human rights and values, healthy lifestyle and eco-system, fair
pay and labor, racial, ethnic equality, and gender inclusion.
They come from different small minorities and groups such as the gay community
“pride”, women’s right community, animals right community, creative group
communities such as artists and musicians, and well school-educated families.
They appreciate the quality of the product, its purpose and origin story over its low-
price or its brand name.
What’s beautiful about this group of customers is that they care little about big brands,
mostly not brand loyal at all, which makes it easier for you as a small business to
compete on quality and story rather than being stuck on competing on price.
Think of them as a combination of value-oriented and emotional customers, but
buy within a specific and affordable budget, nowadays brands segment them as low to
mid-end premium customers.
For a small business that operates on a small scale, this is heaven. Instead of trying to
spread yourself way-to-thin and compete on price, you can leverage your resources to
serve a frustration, an unmet need, or gap in the market for a specific group of
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10. this segment, then charge a more premium price.
Brands such as Levi’s have already realized the power of the “pride” community and
slowly evolving their products and marketing messages to specifically serve and target
this group of audience.
Remember that to sell to this group of customers you need to focus on lifestyle,
quality, human values, authenticity, and be able to justify your price.
Watch Video At: https://youtu.be/Vw-8wie7trI
Levi’s® Pride: 2018 Campaign Video
Now that you understand the four types of customers and the 4P’s of marketing, you
should by now at least have an idea about how to attract the right customer.
In the next section, I will take you through the “nitty-gritty” and details of positioning,
give you the right tools and tactics so you can structure your brand correctly and bring
it back on the right track.
“Every movie requires a script, every magic requires a trick, and every brand story requires an idea to
stick.”
The 9 Elements Of Positioning:
To position your brand correctly in the eyes of your customers, there are few elements
and principles. If you take them into consideration will give your brand clarity, unity,
and strength in the perception of the customer.
1. Authority:
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11. If you want to be respected and listened to in your industry, then you have to be the
authority in your market, you must set up yourself to be perceived as “The expert or
the go-to person” of your niche.
Authority for experts means that you are one of the tops at what you do, people listen
to what you say and they repeatedly ask for your consultation without questioning
your background.
This might require you to give-away and share almost everything you know at low or
no cost in exchange for establishing your platform and brand.
Watch Video At: https://youtu.be/E-5FwiYL1mg
Dave Ramsey®
2. Credibility and social proof:
When you get endorsed by other people, media, and experts, your credibility will
boost.
In real life, I can see you, and you can see me, we could establish a gut feeling toward
each other, but on the internet, things are different; we rely on other references as a
quick shortcut to do a background check of a brand or a public figure.
The stronger your network is, the more trustworthy and credible you would be
perceived, and once trust is established, everything else becomes faster and simpler.
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12. Purple® Mattress
3. Consistency
Consistency is critical when it comes to sending the right signal and message to the
right person, when people get used to the feeling of your brand, they can predict the
experience, price, quality, and theme of your business, predictability means credibility,
there are no surprises or opportunities to get ripped off.
Watch Video At: https://youtu.be/4RI-dBu-Mm4
Chanel®
4. Brand archetypes
Archetypes are the personalities and attitudes of a brand, a character if you will,
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13. without an archetype, a brand is a soulless and lifeless collection of products and
services.
12 Types of brands archetypes:
4. Brand archetypes
Archetypes are the personalities and attitudes of a brand, a character if you will,
without an archetype, a brand is a soulless and lifeless collection of products and
services.
The 12 Types of brands archetypes:
1. The Innocent
Innocent brands communicate optimism, purity, and honesty; their goal is to
deliver happiness and avoid being evil, innocent brands must treat their audience with
clarity and full transparency, mostly seen in industries such as food, body care
products, and kids related activities, an example of such brand is Disney.
Watch Video At: https://youtu.be/fllaVmgUGtE
Innocent® Drinks
2. The Explorer
Explorer brands communicate adventure; their goal is to push and support their
audience to discover every corner around the world, this type of archetype should
provide their audience with reliable, highly efficient, and easy-to-use products, mostly
seen in travel-related products and services, an example of such brand is Land Rover.
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14. Watch Video At: https://youtu.be/8BmEdWVOGwQ
Land Rover® | The All-New Land Rover Discovery
3. The Sage
Sage brands communicate wisdom, knowledge, and truth, they try to play an
essential role in media, culture, and education, they’re surrounded by an audience who
speaks the language of reasoning and facts, mostly seen in education or news-related
services, an example of such brand is Khan Academy.
Watch Video At: https://youtu.be/JC82Il2cjqA
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15. Khan Academy®
4. The Hero
Hero brands communicate strength, endurance, and achievement, their mission
is to push people to achieve higher and harder goals they try to go beyond the limit of an
average person accomplishment, followers of this type of brand perceive themselves as a
hero or tend to think as nothing is impossible, their duty is to protect and save the
world, mostly seen in sports and energy drinks industry, an example of such brands is
Nike.
Watch Video At: https://youtu.be/WYP9AGtLvRg
Nike® | Find Your Greatness
5. The Outlaw
Outlay brands communicate freedom of expression, they are made to change and go
against rules that stop them from gaining what they want; they rely on destruction and
revenge to attain their goals, an example of such brands is Harley-Davidson.
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16. Watch Video At: https://youtu.be/aHjpNI6Y-A8
Harley-Davidson® | Screw It, Let’s Ride
6. The Caregiver
Caregiver brands communicate peace, they are earth savers; they provide safety to
earth, animals, and humans, this kind of brands try to avoid or hide the subject of profit
and business, mostly seen in health insurance, education, an example of such brand is
Volvo.
Watch Video At: https://youtu.be/pv7PbFrp6nM
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17. Volvo® | Making Cars Safer
7. The Magician
The magician presents their products and services through a sense of rapid
transformation; they have a long-term vision into the future, they want to change
their audience behaviors and the way they interact with the world by providing high-
tech tools that empower individuals, mostly seen in technology and rapidly developing
industries, an example of such brands is Intel.
Watch Video At: https://youtu.be/zfpIxhfQxy0
Intel® | The Team
8. The Ruler
Rulers are all about power, monopoly, and control; they desire wealth, order, and
efficiency; they want to dominate the entire market, mostly seen in industries such as
real estate, banks, fashion; these brands’ customers desire power. They are willing to
pay whatever price it takes to look powerful and wealthy, an example of such brands is
Rolex.
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18. Watch Video At: https://youtu.be/BdFxWVezwEY
Rolex®
9. The Regular Brand
Everyone is equal; regular guy brands connect people, simple yet comfortable and
cheap to buy and use, they avoid to be a specific brand for a small segment of people,
the brand strategy relies on efficiency and low pricing, design and visual
communication suit the majority of people taste, mostly seen in everyday products
industry, an example of such brands is Visa cards.
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19. Watch Video At: https://youtu.be/-YBLhsc4P6E
Visa® Commercial
10. The Creator
Creator brands are created to innovate, inspire and connect with people’s emotions
through creativity and artistry; they tend to perfect all the small details of their
products and services, mostly seen in industries related to art, music, and creativity, an
example of such brands is Lego.
Watch Video At: https://youtu.be/rwQqkX3qZak
LEGO® | Let’s Build
11. The Lover
Lover brands communicate love, friendship, and sensual desires; they inspire
people to be together and have high emotions toward each other, mostly focus on the
outlook of things, physical and visual attractiveness. An example of such brands is
Häagen-Dazs.
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20. Watch Video At: https://youtu.be/s3zY4Trz7po
Häagen-Dazs®
12. The Jester
Jesters are all about fun! Their goal is to get people out of their daily lifestyle and bring
joy into it; this type of brand heavily depends on characters, visual, and environment
design to support their brand story and experience. An example of such a brand is
m&m’s.
Watch Video At: https://youtu.be/AWnl5pqL8RI
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21. M&M’s® | Commercials
5. Sensual-Perception:
Your brand of sensual-perception, including touch, sight, hearing, smell, and
taste. Should align perfectly with the level and quality of your positioning, The
experience of McDonald does not reflect a five stars food restaurant; the experience of
Dolce and Gabbana does not reflect a cheap casual wear store.
Watch Video At: https://youtu.be/PdAHrNgtzKQ
Dolce & Gabbana’s® Store
6. Level Of Service:
What is the difference between shopping at ZARA versus Chanel? Each one of those
stores, you would be treated differently, while at ZARA, and because it’s cost-effective,
they minimize the numbers of staff and leave you alone to wander around and serve
yourself.
At Chanel, you get greeted and escorted at the door with a professional gentleman or a
beautiful and elegant lady explicitly positioned to serve you and make the entire
shopping experience incredibly pleasurable.
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22. Watch Video At: https://youtu.be/PHwBDyknNJ8
Wal-Mart® | Customers Service
7. Attention For Details:
What happens when you produce average quality products? No matter how much you
try to promote it, you can only sell it to ordinary people at an average price, regardless
of the quality of your customers’ service and brand experience, what makes a high-end
brand positioned high is their extreme attention to small details.
Watch Video At: https://youtu.be/ixBYyTYZvYQ
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23. Making of Dior® Bag
8. Scarcity and exclusivity:
How do you make something more valuable? Well-positioned brands understand the
value of making things scarce. Exclusivity and a premium price are a must, try to
be available to everyone at every time, and see how your value is lost immediately.
Watch Video At: https://youtu.be/67GVKHXqB48
Business Insider | Hermes® Bags
Note: I’m not a fan of using animals’ skin to produce products, I’m only showing this
because Hermes is an excellent example of applying scarcity into marketing.
9. Pricing:
What if I offer you a Gucci bag for a $50 or at 50% discount? What would be your first
reaction? Would you buy it? Or would you think that I’m tricking you into purchasing
a counterfeit product?
Do you know that people who buy Gucci would resist buying Gucci again if the brand
announced that it would be selling their bags at $50?
The value of Gucci, Chanel, Hermes, or any luxurious brand is not only in the bag itself
but in the prestige and social power that comes with it.
Look at me. I’m rich. Look at me. I’m unique. Look at me. I’m powerful. It’s all about
me, me, me. The logo is only a sign for a high price tag; if it were only for the bag, they
could buy a counterfeit for a couple of hundred dollars if not less.
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24. On the other hand, if Zara started selling clothes at a much higher price point, such as a
$5000 jacket, then it would not be believable.
The overall brand feeling is not positioned and designed to sell at such price point;
inspect the manufacturing quality, quality of the fabric, stitching, store design,
marketing promotions, and level of customer service, you can not compare that to Louis
Vuitton, Versace or Dolce, and Gabbana.
Watch Video At: https://youtu.be/JFXmIh4P2dM
Payless Store Experiment
When you get all the 9 elements of positioning right and in place, people would
subconsciously understand the brand image and justify the price.
You don’t have to do a lot of the selling and explaining; it’s all done for you by their
subconscious mind effortlessly.
Remember, when things are perceived right, customers will just react, it’s a simple
cause-and-effect mechanism.
Keep in mind that most small businesses sell from a place of desperation and lack of
strong positioning and brand image, rather than putting the extra effort to maintain a
strong brand image.
However, just to be clear, there is nothing wrong if you want to sell to the mass, just
make sure that you are positioned to the masses.
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25. Zara has different sister brands such as Massimo Dutti, Bershka, Oysho, and others that
are positioned to serve different groups of people with various preferences and budgets.
If you wish to serve separate groups, then create multiple brands instead of mixing it
all.
Inditex Brands Portfolio | Image: fashionretail.blog
Keep in mind that all elements of successful positioning should work together to
create a well-positioned brand that matches a specific audience mindset and
personality, “consistency is a key.”
Conclusion:
Remember that the point of positioning is to attract the right customer, which
logically means that it needs to be planned and designed around a specific group of
customers.
To make your business easy on yourself start by positioning your brand in term of
price, is it an expensive premium brand? Is it an affordable brand? Or is it a low-price
brand?
This will help you eliminate the price confusion in the customer’s mind, filter out all
other segments, and only attract the customer who can afford your brand.
Second, position your brand in the term of style, different people love different styles
and genres, it’s like listening to music, some people get inspired by the romance of jazz
music and others love to listen and dance to pop music.
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26. A Brand style is no different, the style of your brand will attract the customer who loves
that style, be it Bohemian style, elegant and minimal style, funny and colorful style,
street art style, or whatever style from different art and music genres and cultures
around the world.
Third, position your brand in the term of function, different people have different
challenges, obstacles, frustrations, and needs, they look for brands well-positioned as
experts in that field.
A person who is looking for a watch as the style would probably think of a brand similar
to Swatch, while someone else looking for a swimming watch might look for a different
brand such as Swimmo that delivers swimming watches for athletes.
This does not mean that you can’t combine both, but mostly you focus your product
utility and core function to deliver the most excellent solution and satisfy the customer
who is looking for a quality product in that category.
Once you got the above three factors in place, use the 4P’s, product, price,
placement, and promotion to tie your brand together and make it consistent.
Always avoid a lack of clarity, setting the wrong expectation, or sharing the same tone
and message with two separate groups of people; you would not talk to your boss in the
same attitude and language as you speak to your child.
Here you go, now that you have a clear view on how to position your brand correctly
so you can attract the right customer, look back at your brand and compare it to
successful brands in your industry, what are the things they do that made successful,
learn from them then adjust your brand accordingly.
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