5 Key Strategies That Will Help You Improve Your Brand Positioning

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5 Key Strategies That Will Help You Improve Your Brand Positioning

Advertisements can be seen everywhere you turn – you see them on your phone, laptop, TV and you probably even see them from your home’s windows. Outdoor advertising has grown in recent years, so you shouldn’t be surprised to see ads both in private and public spaces around Australia.

The point of advertisements is to influence us to buy or use things – that’s the way of consumerism era we live in. Branding experts are so good at their jobs and their marketing strategies are so brilliant that they can persuade us to buy things we don’t even need.

So, what’s the secret? What are these strategies that can help you improve your brand positioning? Let’s find out. 5 Key strategies that will help you improve your brand positioning.

1. Reciprocity principle

Most marketing strategies are based on our psychology. This means that experts rely on human emotions to influence them to buy or use certain items. The reciprocity principle is a psychological concept that refers to our motivation to return the favour.

If you’re offered something, you feel obliged to reciprocate. This concept is also very useful in maintaining the relationships between brands and their clients. Just remember how many times you’ve been in a situation where you’re offered to buy two somethings, and you’ll get a third one for free, or you get one thing now, the next time you buy there you’ll get a discount or something for free and similar examples.

This is a way to attract customers and keep them coming simply by offering them a future benefit. This is also how brands build loyalty – by creating regular clients.

2. Grounded cognition

Grounded cognition theory says that everything we see, hear or read, we experience as if it were happening to us. Take for example a TV series that you recently watched and where a character died, you felt sad, right? That’s what grounded cognition theory is aiming at.

People are more likely to associate and remember things they felt than remember numbers and facts. That’s why branding agencies suggest weaving your brand’s message with your story. People will better connect with a brand with a strong personal story.

Any good branding agency from Sydney will advise you to create a brand that feels friendly and that puts you closer to your clients.

3. Know your audience

Knowing your audience is always a good idea. If you know who your audience is you’ll be able to target their emotions. While making and selling a product or a service is something anyone can do, you need something that will put you well ahead of your competitors. And that thing is being able to sell the story to your audience.

As mentioned above, customers love buying from and using brands that they can relate to or brands that feel friendly and approachable. So, finding ways to get to know your audience is a sure way to improve your brand positioning.

4. Social proof

Recommendations, word of mouth, reviews, rankings, satisfied customers, working with influencers, all these, and more, are considered to be social proof or social influence. And in order to improve your brand position, your brand will need to establish social proof.

In the overwhelming world of digital information, having proof that a brand is a real deal will help you a lot. So, as one of your marketing strategies make sure you include feedbacks, reviews, collaborations with influencers, sharing buttons, and so on.

Make sure you display reviews, ratings, and client comments on your website, as well. There’s no better marketing than a word of mouth!

5.  Colour psychology

Colour psychology is a theory that colours are related to human behaviour and emotions. Basically, different colours evoke different feelings in people. For example, a certain colour can soothe your mood, or excite you. This is precisely why branding agencies like to use colours.

Colours, in addition to being great visual aids, can help your brand leave a good impression and help communicate your brand’s values.

There are meanings behind most colours and this is why you need to be careful when choosing colours for your brand. The colour scheme you choose can significantly affect your brand.

For example, blue is a very positive colour that invokes trust, responsibility, and security. Green symbolizes nature and health, and that’s why this colour invokes a feeling of calm. Red, on the other hand, is a colour of passion, and it’s thought to be aggressive and provocative.

These 5 key strategies can help you develop and position your brand. Get to know your audience and try to rely on their emotions to create a brand that they will love and will be loyal to.

Also, make sure you make your story personal and mix it with your brand’s message. A brand that can emotionally connect with its clients is already a step ahead of the competition.


Mike is an Australian business consulting specialist. He often writes about technology, business and marketing and is a regular contributor on several sites.

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