Airbnb — Brand Positioning Strategy & Differentiation

When we start a business or a new brand, it is essential to aim for a long-term payoff for all our efforts and investments — A sustainable ROI. One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) — It means the brand should look for developing loyal customers.

Image from Airbnb Website

The Positioning Playbook: The Winning Strategies for Market Dominance

Boil The Ocean: The Story of World's Amazing Brands

The first step in building a loyal customer base is to position your brand inside a consumer’s mind which is called Brand Positioning. It is called the consumer’s perception of a brand with respect to competing brands.

The ways to enter their mind is

a) Becoming a leader in an existing product/service category(It would need massive investments in money, effort & time and not a practical option)