Breaking Through the Noise: Why Brand Positioning Strategy Still Wins
 

Have you ever watched an ad all the way through and still had no idea what the company actually does? That’s likely due to bland branding, or “blanding”—a lack of strong brand positioning strategy. 

Ingredient Brands Need a Point of View

Nondescript claims and tired visual tropes may seem meaningful on the surface, but don’t actually tell you anything compelling about the brand or product they aim to highlight. Without a clear, distinctive and ownable point of view, an ingredient brand is unable to communicate what actually sets it apart, and is likely to fade into the background.

The Importance of Brand Differentiation

This problem is especially prevalent within the ingredient space where individual brands often recycle the same claims: quality, innovation, sustainability, reliability. The language changes slightly, but the underlying message rarely does. Over time, competitors begin to sound interchangeable—and buyers stop noticing the differences.

When every brand says the same thing, clarity becomes a competitive advantage.

How to Stand Out From the Pack

But when you dig deeper, start with audience insights, identify your brand’s key differentiator and use that as your foundation to build a rock-solid brand positioning strategy—that’s how you truly connect with your core audience and stand out from the pack. And with a few steps (and an expert agency partner), you can make sure it doesn’t happen to you.

1. It All Starts With Audience Insights
Your discovery process should thoroughly investigate the daily pressures placed on your customer’s R&D, procurement, marketing and innovation teams. 

• What do you know about your target audience? 
• What specific goals motivate them? 
• What are they hoping to achieve? 
• What challenges are they facing? 

Don’t stop digging until you determine what problems they’re trying to solve.

2. Next Comes the Key Differentiator
Ask these questions to find your brand’s key differentiator: 

• Why would someone choose your brand over another? 
• What’s the one thing you can offer that no one else can? 
• How does your brand help its target audience overcome the challenges we just identified? 
• What proof can you provide that would make them confident in your ability to do so?

3. Structure Your Positioning Strategy 
Finally, develop a positioning strategy based on these insights using simple yet specific language that speaks directly to your audience. In the ingredient space, differentiation may take the form of: 

• Technical support
• Application expertise
• Supply reliability
• Format
• Proof points
• Clinical data
• Service model 
• A combination of your brand’s strengths in these areas

Be careful not to dilute the message, however. Choose a single, clear lane that you can own and then support that message with additional features and benefits.

Once you’ve nailed down this positioning, your agency partner can work with you to develop a full marketing strategy—content development, website messaging, sales materials, trade show collateral, campaign strategy and lead generation—that expresses these ideas in a succinct, compelling package. 

Find a Trusted Agency Partner

Sound daunting? Don’t worry—that’s where ColinKurtis comes in. Since 1996, we’ve been creating and executing authentic strategic branding solutions in the ingredient space and beyond. 

With our extensive experience in health & nutrition, food & beverage and nutraceutical marketing, we’re poised to help you unlock a commanding point of view—and turn that positioning into a clear advantage in the ingredient market. 

So check out some of our latest work, then let’s talk about how we can position your brand to break through the noise and win more attention.