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A Brand Positioning Video Helps Define Your Company and Differentiate Your Products. 

I recently completed this brand positioning video for Vadara, a quartz countertop manufacturer based in Texas. It lays out a truly unique positioning for their brand—inspired by nature.

A little background:

If you’ve ever shopped for kitchen and bath surfaces, you know there are a LOT of choices out there.

You can use natural stone such as granite or marble, but there’s a risk—they’re both susceptible to stains. Red wine, olive oil and other liquids can seep into stone surfaces, and are hard to remove.

Quartz surfaces, on the other hand, are much more durable and low-maintenance. But in most instances, quartz just doesn’t look like natural stone.

That’s where Vadara differentiates themselves. They’ve found a way to make quartz look like marble or granite. So you can get the look you want, and the durability too.

Alfred Hitchcock practically invented the rules of visual storytelling

What Is Brand Positioning?

The term “brand positioning” was introduced by marketing gurus Jack Trout and Al Reis.

In their book, “Positioning: The Battle of Your Mind,” they defined brand positioning as “owning a unique perception in the mind of the consumer.”

It’s why so many leading brands focus on one specific selling point. One thing that they’re best known for.

It’s why Coca-Cola is closely associated with happiness, Volvo is known for safety, Dove stands for natural beauty, and Nike is about competitiveness—the”Just Do It” mindset.

So where does brand positioning come from? Usually from an in-depth strategic analysis. What are the brand’s main competitors? How are they positioned? Are there any gaps or potential opportunities in the marketplace?

Types of Positioning

What are the most common types of brand positioning? The following can be found in just about every business category:

Market Leaders
There’s always somebody at the top. McDonald’s is the leading fast food. Budweiser is the King of Beers. Coca-Cola is the #1 soft drink. And their marketing reflects that.

Premium Brands
You get what you pay for, right? Premium brands represent high quality at a premium price.  Think Mercedes-Benz, Tesla, Rolex.

Challenger Brands
There’s always a #2 brand that challenges #1. Coke has Pepsi. McDonald’s has Burger King. And don’t forget Avis (We Try Harder).

Value Brands
Decent quality at an affordable price (Walmart anyone?).

One of Hitch's rules of visual storytelling was to not direct the actors, direct the audience

Of course, the best brand positionings are unique. In a world filled with parity products (toothpaste, laundry detergent), sometimes the marketing is the only thing that differentiates them.

How are Energizer batteries different from Duracell or Eveready? They keep going and going and going.

Brand Positioning Video

In the case of Vadara, it would have been easy to position their brand as a low-maintenance alternative to marble and granite. That would have grouped them in the same crowded category as other quartz countertop manufacturers.

Instead, they took a more differentiated approach, comparing their products with the beautiful textures and patterns found in nature. It’s much more unique, and a more visual solution.

It also works well as a TV commercial:

Thanks to the fine people at Vadara for working with me, and to Kleber and Associates for the referral.

ABOUT THE AUTHOR

Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.

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