Do you know what connotations your brand triggers in your customers’/clients’ minds? That’s the essence of your brand’s positioning. Of course, your goal is to make these connotations as positive as possible. Read on to see six examples of successful brand positioning, both from the B2C and B2B worlds.
We talked a lot about brand positioning and its importance in one of our previous blog posts. In short, this term is all about the way customers or clients perceive your brand. Do they like it? And if they do, what’s the reason? How does your brand differ from competitors? These are, in fact, the questions about brand positioning. And they are essential if you want to build a strong, appreciated brand based on conscious branding.
Naturally, different companies have different approaches to this question. And that’s what we want to show you right now. We’ve gathered six examples of world-famous brands that are very specific and successful in their brand positioning. Let’s have a look.
Brand positioning examples: B2C
AMAZON
Amazon is the company that has changed the face of the global e-commerce industry. Today, Amazon is one of the biggest e-commerce companies ever, and they are continually working to make online shopping more convenient and innovative. They want to be the go-to place for all consumers who want to buy a wide range of products online with fast and reliable delivery. Amazon focuses on being a customer-centric, cost-effective brand, and that’s how many customers perceive it, especially in North America.
Amazon is also eagerly expanding into other industries, such as streaming music and video (Amazon Prime) and brick-and-mortar stores without cashiers (Amazon GO).
APPLE
Apple is by far one of the most popular and valuable brands in the world. Their mission is to “bring the best user experience to its customers through innovative hardware, software, and services“.
Apple’s design is simple and elegant and even luxurious at the same time, but the brand’s real strength lies in technology. The iOS operating system has revolutionised the mobile market, and MacBooks have dominated the laptop industry for decades. In fact, Apple emphasises their technological advancements in the vast majority of their communication.
Their iconic slogan, “think different“, has inspired innovation and creativity in the tech industry. Today, millions of consumers worldwide appreciate this brand for the simplistic design, reliability, and care for users’ privacy (Apple was one of the first global companies to ban tracking cookies).
NIKE
A number-one sports brand with the world-famous slogan “Just do it“. It is one of the world’s most recognizable and successful brands with the mission to “bring inspiration and innovation to every athlete in the world“. For many, Nike is the obvious source of high-quality, fashionable athletic wear and equipment.
Nike has established a precise brand positioning. They focus on professional athletes, as well as amateurs, and target people who are looking for performance, comfort, and style. They are also known for their inspirational ads, which helped them establish a connection based on emotional branding with the customers.
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Brand positioning examples: B2B examples
SLACK
Slack – an application designed to improve communication in businesses of all sizes and industries. This is reflected in their brand statement: “make work life simpler, more pleasant, and more productive“.
There are many communication and project management tools on the market, but Slack stands out from the crowd thanks to their platform’s functionality and flexibility, including conversation threads, file sharing, and integrations with other applications. Users value this tool because it doesn’t overcomplicate things; everything is transparent and easy to master.
Instead of positioning itself as an all-in-one platform, Slack concentrates in its communication just on a few key features that the platform does very well.
WEBFLOW
This no-code CMS allows users (especially freelancers and solopreneurs) to create a website from scratch without any coding knowledge. This focus on no-code functionality and giving broad access to professional website design is what influences their brand positioning.
Webflow wants to be perceived as a straightforward choice for designers, freelancers, and online creators but also for larger companies that don’t want to invest much time and financial resources in the development of new websites. With a user base of over 3.5 million, they seem to have achieved this goal.
SALESFORCE
This company has caused a lot of disruption in the global CRM market. Today, Salesforce is an extensive platform used to manage communication with customers. Their positioning revolves around two major questions:
- Customer experiences (Salesforce brags that thanks to their platform, 98% of customers meet or exceed their ROI goals)
- Flexibility and scalability of their solutions (“Solutions for any size company or industry”)
In 2019, Salesforce launched a marketing campaign with the tagline “We Bring Companies and Customers Together”:
Brand positioning examples – summary
As you can see, each of these examples of brand positioning is different. But each of these brands has made efforts to be perceived in this and not the other way. It’s the same story with your brand – if you want to build a strong brand that benefits from proper positioning, you have to put effort into it. Brand positioning is never a result of good or bad luck; it’s a result of hard work and a well-thought-out strategy.
And this is where our role begins. At Admind, we help design brands that last and win customer engagement. Contact us and see what we can do together for your company!
Want to read about some more brands? Check out our articles on rebranding examples, Frontify, new Buick logo and Pepsi rebranding.