Brand positioning

Before entering the market, it is important for a brand to determine who it is for and how it differs from its competitors - most often this is determined depending on the largest player in the category.

For example, this is the case with Coca-Cola and Pepsi - while Cola presents itself as a family brand that speaks of happiness and love, Pepsi tries to be more youthful, speaks of boldness, sports and activity.

Or another example - McDonald's and Burger King. McDonald's is a kind brand that speaks of family values, while Burger King acts like a rebel, a brave young guy who is not afraid to joke and attract attention.

And this character, which distinguishes a brand from its competitors and determines its target audience, is called "positioning".

Earlier, many years ago, brands tried to build positioning around technical USPs - for example, some car manufacturers said that they have the most comfortable seats, while others boasted about the highest quality headlights.

Somewhere closer to the 1980s, everyone began to think that advertising based on standard USPs no longer works. And then brands realized that their products may be almost the same, but their character, voice, mood and positioning can be different.

And since then, brands have begun to invest not only in their products, but also in their “faces”, in their positioning, making it more and more unique.

That is why today McDonald’s and Burger King sell essentially the same food, but some are more often visited by families with children, and others are visited by young groups of friends.

At Minim, we can help you understand your unique positioning so that you can differentiate yourself in the market and attract “your” audience.