Localization in brand communication

As the world becomes a single market, consumers find themselves in a sea of thousands of products and communication attempts, making it hard for them to decide. With so many different choices, both national and international brands have started to follow different strategies. As a result, the positioning theory, proposed by Al Ries and Jack Trout, was introduced.

Positioning strategy, which is based on the principles of how the human brain works, aims to make the brain focus on a single point, filtering out the complex communication that surrounds us. Your product may have many features and personalities, but unfortunately, in today’s world, it’s almost impossible to occupy the brain with all its features. For example, a detergent may have many benefits, but for years Ariel has been known for its stain removal, and Omo has been known for its whitening. This is their positioning, but it doesn’t mean they don’t have other qualities. So, in this competitive and communication-heavy global market, what is the easiest way to get into a consumer's mind? How is a unique position created in people’s minds?

Once a brand occupies something in the consumer’s mind, it is very difficult to remove it. Therefore, even if competitors try to imitate it one by one, the right positioning strategy won’t be a threat. The world of brands is generally a world of firsts and seconds. Brands that enter the market first gain a competitive advantage by owning product characteristics. Despite years of changing communication strategies, when it comes to price differences, the first detergent that comes to mind is still the one with the brand name.

If you’re not one of the first or second entrants, here are a few positioning strategies to consider for your brand:

Positioning through product characteristics: Mainly focuses on the product’s features, such as durability, economic benefit, safety, etc.

Positioning through price/quality: The focus here is on price in terms of quality. Brands like Walmart, Absolut, and Gucci can be included here.

Positioning through usage: Emphasizes a particular usage or application to differentiate the product from competitors. For example, Miller, Guiness, Budweiser, and Nescafe.

Positioning through user: Brands like Diesel, Chivas Regal, and Apple.

Positioning through competitors: The strategy involves creating a positioning based on competitors or positioning against them. For instance, Avis and Atlasjet.

Positioning with cultural symbols: Uses cultural symbols present in society. For example, Castrol and Vodacom.

For successful brand positioning, the following steps are essential:

Identifying competitors

Understanding how competitors are perceived and evaluated

Recognizing the positioning of competitors

Consumer analysis

Choosing the position

Testing the position

In summary, the more unique and special the place you occupy in the consumer’s mind, the easier it will be to bring your brand to the forefront. Keep in mind that occupying minds is a strategy that takes time.