The market can be difficult. The competition and jockeying for first place to the consumer is cut-throat and at times insurmountable. That’s where brand positioning can be everything. Being at the forefront of the consumer’s mind at the point of purchase is the ultimate goal, right? “… Brand positioning usually forms the backbone of the brand strategy of any company. Till the time a positioning strategy resonates with the needs and wants of the target market, a brand can thrive. However, a wrong positioning strategy can even make a good product fail…” (Aashish, 2021). Brand positioning is that special spot where a smart brand remains and never leaves. Let’s now focus on a very popular brand – one that has actually become synonymous with the product type itself. We will review what this brand has done successfully to remain at the top of the list for so long.
Band-Aid has been in existence since the 1920s, (Mertes, 2021). Founded by Johnson and Johnson, it has been the leading brand in the first-aid self-care market (Mertes, 2021). The brand name is so popular and widely – accepted that we don’t even realize we’re saying the name of the brand wrong – it’s actually “bandage” but the company trademarked “band-aid” and ran with that. (Mertes, 2021). The brand has become successful with its usage of distinctive colors in it’s packaging (see above). The red lettering of the brand name is reminiscent of a first-aid kit. Right there we have the connection in our minds. The pics typically displayed in their aids reflect someone being put at ease and comforted once the brand has been used. This is intelligent marketing 101.
The best brands “stand for something” (Wheeler, 2018). They must reflect a commitment to the customer, a distinct voice or set of a values that speaks to the customer. They must have authenticity, value, commitment and a host of other attributes that are required to be a successful brand. The logo or emblem of the brand must be consistent with that. As the example of Band-Aid reflects, a logo goes a long way. Lettering style, color and positioning on the packaging is key. It must be attention-getting but not offensive. It must be creative yet not abstract. Get the picture? Be different. Stand out. But remind a consumer of something they love, cherish or need. In the Venn diagram below, notice the risk in the center. Notice also the right side of the Venn diagram – it depicts a negative relationship where it states “Don’t Even Go there”. In other words, focus more on what the customer wants and what you have to offer – anything else is noise. Pointing out the faults of other brands only goes so far – focus inward and display to the customer what you have to offer and how you are different. The logos, color and images all must be consistent with that core belief and to promote what your brand has to offer.
References:
Mertes, Alyssa. July 27 2021. 34 Brand Names You Casually Use Without Even Realizing They’re Brand Names. qualitylogoproducts.com. Retrieved from: https://www.qualitylogoproducts.com/blog/brand-names-generic-terms/
Pahwa, Aashish. July 15 2021. Brand Positioning: Definition, Types and Examples. feedough.com Retrieved from: Brand Positioning: Definition, Types, & Examples
Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team. 2018. John Wiley & Sons, Inc.
