How Apple, Tesla, Lululemon and Aldi Inspire Customers—and Your Brand
These four positioning strategy examples from rapidly growing brands will inspire your thinking about your brand’s positioning. These brands have disrupted the categories they play in and have set themselves apart from the competition, establishing a strong brand image and point of difference.
Below, I’ll assess their positioning strategy and what sets them apart.
Quality/Innovative Brand Positioning Strategy Example: Apple
It’s hard think about positioning without including Apple – it is literally the world’s most valuable brand, and it is often revered for its “Think Different” campaign. Apple launched in 1976, and is now a $274 billion dollar business with computer, telephone, media and accessory offerings.
|What sets Apple apart||Product performance and simple design|
|Positioning||Apple has positioned itself as an innovator in the technology space – leading the way with high quality products that are designed to deliver a simple but superior end user experience. It’s one of the first lifestyle brands that is associated with creativity and being unapologetically different|
|Target Consumer||Creative students & professionals|
Luxury/Sustainability Brand Positioning Strategy Example: Tesla
Tesla is a relatively new entrant in the automobile industry, launching its first car in 2008. Today, Tesla, Inc. is a $32 billion business, and is considered the most valuable car company, with shares hitting over $1,000 in January 2021.
Tesla’s mission is to accelerate the world’s transition to sustainable energy.
|What sets Tesla apart||Pioneer in the all-electric car space|
|Positioning||It strategically positioned itself as the luxury high end manufacture of all-eclectic cars and has built a brand image tied to sustainability, cutting edge technology and luxury experience|
|Target Consumer||Families willing to pay for luxury and sustainability|
Quality/Healthy Brand Positioning Strategy Example: Lululemon Athletica
Lululemon Athletica is a Canadian brand that launched in the US in 1998 and was initially sold in yoga studios. It is now a $4.4 billion company and #30 on Fortune’s fastest growing companies.
Lululemon’s purpose is to elevate the world by realizing the full potential within every one of us.
|What sets Lululemon apart||Leader in “athleisure” – high quality yoga attire for a healthy lifestyle|
|Positioning||Lululemon Athletica has positioned itself as a lifestyle brand offering high quality yoga attire that can be worn all day. Lululemon’s positioning is grounded on the quality of its product but it has also been able to elevate that experience by promoting a healthy lifestyle and sense of community among its loyal consumer base and “Be human. Be well. Be planet” strategic agenda|
|Target Consumer||High income, health-conscious consumers|
Value/Price Brand Positioning Strategy Example: Aldi
Aldi is a grocery store with over 2000 locations in the US and over $92 billion in revenue. According to the Progressive Grocer, it is currently the fastest growing chain in the US, with ambitious goals to add additional store locations and remodel all stores by the end of 2022.
Aldi’s Mission: Shop Differentli: A faster, and smarter way to save money on high quality grocery and more
|What sets Aldi apart||Redefining value in the retail space – it’s “smart” to not overpay|
|Positioning||Aldi’s positioning is grounded on price – it is a value player that offers popular branded items, as well as quality specialty finds at a lower price|
|Target Consumer||Budget conscious consumers looking for value (this includes middle- and high-income shoppers)|
Having a strong positioning strategy is critical to brand success. However, these positioning strategy examples prove there is no one-size-fit-all approach. Defining a positioning strategy typically requires a strong understanding of the brand target consumer, market trends, competition, and brand strengths and weakness.