Today we are going to focus on brand positioning and why it’s important to pose your brand in the right position. Before we get too deep into this discussion, I want to make sure we all know what brand positioning is. “The process of influencing the minds of prospective customers to offer a desired product or service.” – Indeed I chose Spotify to help us understand why brand positioning is important and how it can help us to launch our brand into the world. Spotify is known as a leader in music streaming services. Founded on April 23rd, 2006, Spotify is a Swedish audio streaming and media service provider. Spotify’s mission is to unlock the potential of human creativity. They strive to do so by giving millions of creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it. In one fashion or another music has been a part of our lives since the beginning of the universe. Throughout time technology has changed the way we listen to music (Lavrov, 2021). These days it is now much easier and faster to access millions and millions of songs at a moment’s notice. The impact that one brand can make is massive with the streaming technology that leads the way. Spotify’s brand ambassador is none other than its iconic logo; which can be found everywhere from smartphones to tablets, and PCs (Lavrov, 2021). The brand’s logo which was introduced in 2008, attracts attention from passersby from all walks of life. “The brand’s logo has been updated twice within the past 12 years (Lavrov, 2021).” However, its brand personality has remained the same. Why does Spotify’s logo work so well? The brand’s logo does the job well because it is easily recognizable and readable. “The logotype can be used on any advertising platform and is flexible and adaptable (Lavrov, 2021).” Even though there have been major changes to the brand’s logo it still retains its core tone. The logo’s consistency has allowed the brand to gain the trust of the brand’s followers. Possessing positive attributes that align well with the brand’s rules makes this logo a powerhouse.
Circle: Ensuring that all of the elements of the logo align is the basis of Spotify’s official logo. Its circular shape, green color, and legible font is all the brand needed to give its logo a modern look. The circle can be linked to many things by many people; such as the sun, moon, and earth (Lavrov, 2021). Being a circle in the shape of a ring gives the logo a feminine tone. It can also symbolize integrity, commitment, and perfection (Lavrov, 2021). Sound Waves: Soundwaves have been a part of every logo Spotify has ever used. These three lines represent musical energy. “This particular shape is what helps to make Spotify a music company. The horizontal lines help convey a feeling of distance, calmness, and never-ending (Lavrov, 2021).”
Logo Colors:
Black, is the company’s current and familiar color. This gives the logo and company a sense of mystery. The color black conveys many emotions. Using this color symbolizes power, leadership, and elegance.
“White is most often associated with angels, heaven, and weddings (Lavrov, 2021).” It promotes fresh starts, purity, cleanliness, and innocence. Representing soundwaves, it is the brand’s current Spotify logo.
Green, is an earthy color. “It is a color that people associate with wealth, vegetation, and rebirth (Lavrov, 2021).” The color green is soothing, stress-relieving, and refreshing which makes it a great symbol of growth, prosperity, and freshness. The brand uses the color green to convey a sense of calmness, serenity, and progress.
A Logo’s font is successful if it is engaging, fun, and intriguing. The brand’s logo is legible and very easy to identify due to its thick, straight lines. A great logo will not be overlooked, lost, or forgotten throughout time.
What does the brand that successfully positioned itself do well?
If a brand wishes to successfully position itself it must know its target audience. When a brand understands its audience’s wants, needs, and desires it will know what platforms and channels to utilize to get its message to the audience. They will know how to relate their product or services to their consumers and thus build an effective communication strategy. Staying consistent with its logos, and marketing strategies, and having innovative products will help them to become one of the most successful and recognizable brands.
How does a brand with a weak or failed positioning strategy miss the mark?
Two of the biggest reasons a brand tends to fail is when a company doesn’t differentiate its products. Take Pepsi for example, the company created two unique products but those products were both the same color. An issue that arises more often is driving on the wrong side of the road. Over a period of time, a company will become known for certain products and or services. When that company deviates from those areas too suddenly and without good reason consumers get confused. This leads them to lose faith in a brand’s ability to execute (Taylor, 2023).
Strategies that Spotify applied when developing its brand name and how these naming strategies may help to effectively position the brand.
What identifies and brand, such as a name is crucial to its success. It is also crucial that you own the brand name that you decide upon. The name you chose will help to shape people’s first impression of your brand. Along the same lines, your logo will give potential consumers further insight into your brand. Your brand’s logo will serve as a visual representation of your brand. “The key to having a successful name and logo is to find one that will suit your brand and what it stands for (Forbes, 2022).” One strategy that will help your brand name excel is to eliminate any confusion. Simplicity is key when creating a brand presence (Forbes, 2022). You also want to make your brand name unique. The strongest brand names to this date are ones that display uniqueness. When someone hears your brand’s name you want them to associate it with your company and no one else’s (Dublino, 2023). Spotify did just this by tossing around catchy names and “even trying online ‘jargon-generators’ Martin Lorentzon shouted an idea for a name and his partner Daniel misheard what he said (Soundplate, 2023.” Googling the word to ensure that domain names were available and to ensure that no one else was using them (Soundplate, 2023). This goes to show you never know what amazing things will come from making mistakes. Never be afraid of making mistakes, embrace them, and learn from them. You never know where your next mistake might lead you (Soundplate, 2023).
References:
Dublino, J. 2023, February 23rd. Make It Memorable: 8 Tips for Creating an Effective Brand Name. https://www.business.com/articles/5-tips-for-creating-an-effective-brand-name/ Forbes Councils Member. 2022, April 11th. 14 Smart Strategies For Choosing A Company Name And Logo. 14 Smart Strategies For Choosing A Company Name And Logo (forbes.com)
Lavrov, L. 2021, July 23rd. Spotify Logo Design-History, Meaning, and Evolution. Spotify Logo Design – History, Meaning and Evolution | Turbologo
Soundplate, Retrieved on 2023, March 12th. The Truth Behind How Spotify Got Its Name. https://soundplate.com/the-truth-behind-how-spotify-got-its-name/ z
Taylor, M. Retrieved on 2023, March 12th. Marketing Failures: Improper Brand Positioning. Marketing Failures: Improper Brand Positioning | Madison Taylor Marketing
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