Last updated on July 10th, 2023
Written by Himanshi Raj
Suppose a buyer purchases a laptop in a store, and your product is lined up for selection. The competition is tough; many other brands have good features, but the buyer goes straight to your product without hesitation. It's as if they intend to purchase your item from the beginning.
Every brand's dream is to be the first thought in a customer's mind when deciding on a purchase. Therefore, a brand that positively stands out from the vast majority is a measurement of success. This is called brand positioning.
How would you like to be remembered as a brand in the Amazon marketplace? We'll walk you through a valuable guide on how brand positioning works and how it's done with the help of an Amazon marketing services agency.
Brand positioning is a marketing strategy highlighting a brand's unique, remarkable qualities to form a distinctive perception in the minds of your target market. With a successful brand positioning strategy, you can gain exceptional benefits in different aspects of your business. These include:
Now that you've learned what brand positioning means and its importance in marketing your brand, it's time to learn about the elements you need to create a successful strategy. With these factors, you can get a clear picture of the qualities you want your brand to be remembered for.
Answering the "what" of your brand is easier and faster than the "why." Although both questions are essential, the "why" in brand positioning helps you find the distinctive qualities your customers will remember. Contemplate reasons for the following:
Answering these questions takes time and effort. Aside from your ideas, you also need credible information supporting your claim: testimonials, case studies, statistics, and many more. With this data, you can get your target audience's attention and start forming a positive perception in their minds.
A good marketing strategy should have a clear and specific target audience. You should know precisely who you are marketing your products or services to. The more specific your target is, the easier it is to identify your brand's most vital points and use them for the right people.
The basics of proper target market research and analysis include (but are not limited to:)
The brand voice must be established and consistent. Every content you create that speaks for your core values should have the same objectives. Think about how the brand can communicate appropriately and effectively with your target audience.
Brand associations are a set of qualities that you want the target customers to link with your brand. This element plays a massive role in your overall brand positioning strategy. So how do you identify your brand's competitive advantage? You must first learn what is on your customer’s minds. Here are the most common sources you can get valuable ideas from:
Now that you are familiar with brand positioning elements, it’s time to work on your brand positioning strategy for Amazon, the world’s leading eCommerce platform.
Selling on such a huge platform means you need to compete head-to-head with other competitors, so you need to plan how your brand stands out. Check out some practical Amazon brand positioning tips below:
Short and sweet is one way to achieve customer satisfaction. Many customers complain about exhausting shopping decisions (most likely because of the overwhelming brand choices). They prefer brand names that reduce stressful shopping experiences. Understand what the customers want to see, hear, and feel when looking for an item: give them a convenient buying experience.
A clear and concise brand expression also helps make a brand unique and allows you to emphasize important points. Producing vague content about your brand isn't a strategic move, as it will be difficult for customers to understand and remember what you're here for. Instead, apply the necessary specifications of your product to establish a unique profile within your niche.
Amazon offers excellent customer-based services, ensuring that the rules and regulations for a good brand-customer relationship are strictly followed. Monitoring customer experience and using that data to enhance your marketing efforts is essential as a seller. Amazon provides metrics for shipment, FBA, customer response, customer and seller feedback, and more.
Put yourself in the buyer's shoes—think about your target market's expectations and possible actions when they visit your Amazon store. Check for issues with the purchasing process, product, or service, and fix them immediately. Most importantly, nail your customer service. Stay ahead by being the brand that customers can rely on with any inquiries.
Apply general and search engine optimization strategies to your Amazon product listings. Creating optimized content increases the chances of placing your brand on a high spot in the search results, increasing traffic and conversions in the long run. To successfully optimize your Amazon store, you must work on the nitty-gritty details.
Some of the fundamentals of Amazon optimization are proper keyword application, repricing strategies, compliance with the algorithm, review management, listing optimization, optimized images, brand protection, and many more.
In addition, Amazon offers several optimization services where you can benefit from A+ content, Enhanced Brand Content, Premium A+, and more. These tools will help your brand form a lasting impression on your customers.
Expand your brand visibility with multi-channel marketing. Your customers jump from one platform to another to maximize their buying searches, so you need to follow them. For example, Amazon is an excellent place to earn more customers, but the data you get is limited to that platform. Therefore, leveraging your marketing across various channels like websites and social media helps expand your audience.
Multiple channels maximize the marketing opportunities for your brand. You can build a community and a valuable role in more ways than just selling a product: you can be a brand that educates and inspires various communities worldwide.
Some platforms also offer cross-channel data, which means you can get customer analytics from external sources and use the same strategies that work from one platform to another.
Brand positioning is all about differentiating your products and value from your competitors—you want your consumers to see your brand's defining qualities. To stand out in a crowd of brands, you need to know how your competitors do advertising campaigns. What sets you apart from other brands in the same niche and service category?
Conduct competitor analysis to recognize gaps and opportunities and see the latest trends. Find your direct and indirect competitors:
After gathering all this data, create a marketing strategy that allows you to improve on your competitors’ pain points. Create a brand that is a champion of customer satisfaction, whether it’s lower prices or better-quality materials. Offer a product or service consumers will find most appealing in a sea of choices. Emotional connection also works, so be a strong brand and add a human touch to your marketing mix.
Do you need more ideas for a successful brand positioning strategy? Here are some of the latest brand positioning trends the most successful companies apply!
More than having a unique brand style, you also need to build accountability. Consumers expect brands to show genuine concern and participate in various discussions when necessary. Be a brand that communicates for the right reasons, partnered with commitment and appropriate action.
Customer-based research has always been a significant part of marketing. Observe your target audiences closely: look them up on social media platforms, product or service reviews, and customer surveys, and engage actively in their discussions. How well do you understand the average daily consumer? What are their expectations, needs, and priorities in the ecommerce landscape?
Guerilla marketing is a creative and unconventional approach that relies on low-cost, high-impact strategies. This has been proven effective, especially when targeting younger audiences. Develop a relentless commitment to out-of-the-box ideas for effective brand positioning. Create buzz, but be careful not to create any marketing strategy that can backfire.
Brand positioning on a massive marketplace like Amazon takes work. However, with the right approach and help from a skilled agency, you can increase traffic, boost conversions, enhance brand awareness, and find something different only your brand can offer.
Are you ready to carve out a place no other brand has ever carved? An Amazon digital marketing services agency can help you make a good consumer impression. The advantage of working with a full-service digital marketing agency is that they guide you from start to finish: account management, social media, product launch, price-based positioning, goal setting, writing a marketing plan, execution, and troubleshooting.
Figuring out how things work can make this task challenging, but now, you don’t have to. Seller Interactive experts can explain what a brand positioning statement is, a positioning strategy, different marketing strategies, and more in ways you can easily comprehend! We'll help you create a brand with a unique value proposition and truly connect with the target audience.
If you need more information on how an Amazon ad agency works or how much Amazon marketing services cost, book a call today. Unlock your brand’s potential with Seller Interactive!
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