The sales field is very competitive, and it seems like smaller brands always have their eye on number one. Brands vie for top positioning and sometimes it seems impossible to obtain. Brands may look at factors like the taste or effectiveness of a product, its custom design packaging, its website and logo design…and still not be able to come up with the reason why their product is not able to knock their competitors out of that number one spot.
Well, the reason that a product has secured the number one position may not be as obvious as you would think. There are many factors at play that might make a brand number one in their field. To find out why some brands secure leading positions and others don’t, and to give your brand the best shot at a number one position, consult an expert branding and design company like San Diego’s Lien Design.
One of the reasons some brands may secure top rankings in their fields may be simply due to the fact that old habits are hard to break. Maybe their mother purchased the product when they were young, and it is one they have come to know and trust over time. It is one that is comforting and familiar to them. They may have gotten used to the taste smell or feel of the product, or even its color. All of this is part of brand loyalty and it is hard to win over consumers who have already established loyalty to another product.
There may be other factors that affect a brand’s ability to gain top ranking that may be more obvious. These include:
Market leaders in the retail category have the advantage of gaining shelf space with more SKUs than any other brands, muscling out competitors.
Market leaders also tend to have a lower cost of doing business, especially in the consumer packaged goods field. Trade ads are one example where the bigger companies have costs that result in much less impact on profit and loss.
Bigger companies also have the advantage of being able to spend income to connect the brand to important category drivers. This, along with years of a strong marketing campaign, makes it difficult to usurp a top ranking spot from a successful brand.
Although things look bleak for smaller brands who are looking to become leaders in their field, there is hope. These brands are wise to invest their time and money on innovation rather than on promotion and lowering prices. Think in terms of shifting consumer needs and even completely reimagining the product. For expert advice in obtaining top ranking in your brand category, consult California’s Lien Design. They will make sure your brand is doing all it can to work its way up the competitive marketing ladder.
Written by ©2017 Lien Design