As markets become increasingly interconnected, businesses need to stand out from competitors to achieve global growth. Doing so requires a deliberate approach that resonates with each target audience and aligns with the preferences of their specific markets. This process—known as international market positioning—is about defining your brand’s value proposition and shaping it to match what your customers are looking for.
Effective brand positioning creates an image that feels relevant and trustworthy to the people you want to reach. Get your value proposition right, and you’ll not only stand out from the crowd—you’ll also satisfy your customers’ needs.
In this guide, we’ll cover the building blocks of a successful positioning strategy in marketing. We’ll also explore different types of positioning and develop a brand image that connects with consumers globally.
What is market positioning, and why is it important?
Every international brand’s journey to success starts with a strong positioning strategy, one that shapes how consumers perceive your brand in relation to others. Are you an innovator? An affordable option? The luxury standard? These positioning decisions define how your brand resonates with your audience.
Without a comprehensive market positioning strategy, your brand’s identity risks becoming vague or misaligned with its goals. A positioning strategy helps your brand stay in control of its story and reputation, allowing you to reap the following benefits:
- Clear identity in the target market: Effective positioning creates a clear, positive image of your business. When you align your brand with specific values or benefits, you encourage consumers to remember and choose your products.
- Increased sales opportunities: When your value proposition is relevant and clearly communicated, it’s more likely to connect with your target audience, driving higher sales. Success in one region builds credibility, creating pathways to opportunities in new markets.
- Deeper connection with your target audience: By correctly positioning your offering with the needs, preferences, and values of your target audience, you capture their attention, foster trust, and earn their loyalty.
- More substantial brand presence: Positioning works hand in hand with branding to associate your company with a specific identity or value. You’ll attract positive attention and outshine your competitors.
- Increased market share: The stronger your market positioning, the more likely you will earn an increased market share, helping your brand operate on a larger scale with higher margins.
Market positioning becomes even more complicated for businesses entering international markets. International market positioning requires you to speak your target audience’s language, literally and figuratively. This is where Smartling’s translation services and solutions help your brand stand out. Smartling helps elevate your brand’s perception with comprehensive, AI-powered localization and translation. Your company’s voice is culturally adapted to retain your brand positioning in every message, from website copy to marketing campaigns. Features like Smartling’s AI Toolkit translation keep costs down by speeding up translation, while human oversight maintains the quality and consistency needed to build trust with global consumers.
Examples of famous market positioning strategies
One way to gain valuable insights into effective marketing strategies is by examining how leading brands use product positioning. Here are some of the top positioning strategy examples from international brands:
Apple
Apple has positioned itself as a leader in innovation, offering premium products that combine cutting-edge technology with sleek design. By focusing on user-friendly interfaces and a seamless ecosystem, Apple delivers a unique value proposition that appeals to consumers seeking reliable, high-quality devices. This strategy has set Apple apart from its competitors, creating a loyal customer base that values both functionality and aesthetics.
Nike
Nike’s brand positioning focuses on inspiring athletes of all levels—professionals and everyday fitness enthusiasts—through its iconic “Just Do It” slogan, emphasizing achievement and the motivation to push personal limits. By partnering with top athletes to promote its cutting-edge athletic wear, Nike reinforces its image as a brand that’s synonymous with performance and innovation, appealing to a wide-ranging audience.
Starbucks
Starbucks has established itself as a leader in the coffee industry by emphasizing quality, consistency, and reliability. Each Starbucks store offers customers a similar experience with a familiar menu. They provide the same high-quality coffee, friendly service, and comfortable environment. This commitment to consistency has created a loyal customer base and set Starbucks apart from its competitors.
If your business seeks similar international growth, you need a consistent brand image with a thoughtful positioning strategy in every market. Smartling’s translation platform integrates with dozens of marketing and content management services, including Adobe Experience Manager, Contentful, and WordPress, to assist in multilingual SEO and content auditing. You’ll deliver consistent messaging that maintains cultural relevance and promotes your brand positioning worldwide.
By leveraging Smartling’s AI-powered tools, businesses can build strong connections at half the cost and twice the speed.
Types of market positioning
Understanding the various types of market positioning strategies helps businesses develop a distinct identity in a competitive landscape. Here are four common marketing approaches to consider when developing your positioning strategy to enter a new market:
1. Positioning by product attributes and benefits
This strategy highlights a product’s specific qualities or advantages that meet customer needs and set the brand apart. For instance, a smartphone manufacturer’s positioning strategy might emphasize superior camera quality to attract photography enthusiasts.
Market position example: Dyson positions its vacuums as technologically advanced with powerful suction, appealing to consumers who value performance and high-end features.
2. Positioning by price
Promoting a product based on its price point can attract cost-conscious consumers or those seeking premium offerings. A retailer might position itself as offering the lowest prices in the market, appealing to budget-conscious shoppers. Conversely, a luxury brand may set higher prices to convey exclusivity and superior quality.
Market position example: Walmart’s “Everyday Low Prices” on a wide range of products attracts consumers who value savings.
3. Positioning by quality
This approach emphasizes high production standards, appealing to consumers who prioritize durability and performance. A car manufacturer, for example, might highlight the longevity and reliability of its vehicles, attracting buyers who need dependable transportation.
Market position example: Mercedes-Benz is widely recognized for its focus on luxury and exceptional quality in the automotive industry.
4. Positioning against competitors
Directly comparing your product to a competitor can showcase its strengths and highlight why it’s the better choice. A well-executed strategy emphasizes faster service, superior features, or greater value, steering customers toward your brand.
Market position example: Apple positions itself against other tech brands like Microsoft by focusing on user-friendly design and seamless integration across devices.
Develop a market positioning strategy in 6 steps
Creating a strong international market position, meaning you have a clear plan and actionable steps that balance consistency with local relevance and authenticity, is a must for achieving glocalization successfully. Our step-by-step guide will help you craft a market positioning strategy that captivates your target customers.
1. Perform market research
Start by identifying and analyzing your target customer. You may need to research demographics, preferences, and buying behaviors to uncover insights about your customers’ needs. The more you understand your customer, the better equipped you’ll be to meet their needs.
2. Analyze your competitors
Conduct a thorough analysis of your competitors to uncover their positioning, strengths, and weaknesses. You’ll identify gaps in the market and potential opportunities for differentiation.
3. Define your unique value proposition
Define a clear value proposition highlighting your product or service’s distinct benefits. This statement should address the needs of your target customers while showcasing what sets your brand apart from the competition.
4. Write your positioning statement
Summarize your market position in a concise positioning statement. This should include:
- Target customer: Who you’re serving.
- Market category: The industry or niche you’re competing in.
- Brand promise: The specific benefit or solution you provide.
- Proof: Evidence or reasons why your brand delivers on its promise.
5. Align your market strategies with your positioning
Ensure your positioning statement is consistently reflected across all marketing strategies. This includes advertising, branding, customer service, and messaging. Every touchpoint with your audience should reinforce your brand’s perception and unique identity.
6. Monitor and refine your strategy
Finally, track the performance of your market positioning strategy by gathering feedback and evaluating metrics like customer engagement and market share. Stay flexible and adjust your positioning to reflect changes in customer expectations, market trends, or competitive dynamics.
Unlock global expansion with Smartling
Effective communication in global markets is essential. Poorly translated content can confuse customers, damage your reputation, and cost you valuable opportunities.
Smartling fully eliminates these risks. With AI-powered tools, customizable workflows, and a translation team of first-language experts, Smartling delivers precise and culturally adapted translations tailored to your audience. Smartling preserves your brand perception and maintains consistency across markets, giving you the tools to outperform competitors.
Not sure where to start? Download our free eBook, “What to Look for in a Translation Solution: A Buyer’s Guide.” This resource breaks down how to evaluate translation providers, improve quality assurance, and select solutions that align with your global strategy.
