How Share of Voice Analysis Influences Brand Positioning


Your “Share of Voice” analysis influences brand positioning by providing key insights into a brand's visibility and impact in the market compared to its competitors, thereby guiding strategic decisions to enhance brand prominence and resonance with the target audience.

"Share of Voice” Analysis. Made by Midjourney

Understanding your brand's position relative to your competitors is not just beneficial, but crucial for survival and growth. One of the key metrics that can provide this insight is the Share of Voice (SoV). This article aims to delve deep into the relationship between SoV and brand positioning, and how the former can be leveraged to strategically influence the latter. Read along as we explore the symbiotic relationship between these two concepts, the importance of share of voice analysis in identifying opportunities and gaps, and how tools like Brew can help to enhance this kind of market analysis. Your brand’s Share of Voice analysis is a critical tool that will provide you with a quantitative measure of the visibility of your brand in comparison to its competitors.

The Symbiotic Relationship Between SoV and Brand Positioning

SoV and brand positioning are intrinsically linked, each influencing and being influenced by the other. They are two sides of the same coin, each reflecting the state of the brand in the market. It is impossible to consider one without considering the other, since changes in one inevitably impact the other. 

For instance, a change in your brand's SoV can be an indicator of the need for a shift in brand positioning. If your SoV is declining, it might be a sign that your brand's message isn't resonating with your audience as effectively as your competitors', necessitating a reevaluation of your brand positioning. 

Reevaluation of Brand Positioning. Made by Midjourney
Reevaluation of Brand Positioning. Made by Midjourney

Conversely, a well-positioned brand can increase its SoV by effectively reaching its target audience and standing out from the competition. Share of voice analysis can provide the data needed to understand these dynamics and make informed decisions.

Leverage Share of Voice Analysis as a Strategic Tool for Brand Positioning

A well-executed SoV analysis can reveal key insights for brand positioning. It can help you understand where your brand stands in the market, how your marketing efforts are performing compared to your competitors, and where there is room for improvement. Your SoV analysis is crucial in crafting a unique brand positioning and includes competitive benchmarking. 

By comparing your SoV with your competitors', you can identify your brand's strengths and weaknesses, and adjust your positioning accordingly. Furthermore, SoV analysis can help you track the effectiveness of your marketing strategies over time, providing valuable feedback that can be used to refine your brand positioning.

Spotting Opportunities and Gaps via Share of Voice Analysis

SoV analysis is not just about understanding your brand’s current position, but also about identifying market gaps and opportunities. It can pinpoint areas where your brand can increase its visibility and strengthen its position. Monitoring your SoV analysis can provide actionable insights to augment brand positioning in the long run. 

For example, if your SoV analysis reveals a low presence in a particular channel but high engagement rates, it might be an opportunity to increase your brand's visibility on that platform. Similarly, if there are topics or channels where your competitors have a high SoV but your brand does not, these could be potential gaps that your brand can fill to increase its SoV and improve its positioning.

Brew's Role in Enhancing SoV Analysis

Brew, the leading generative AI platform for marketing teams, facilitates more accurate and insightful share of voice analysis. Brew provides unprecedented visibility into your company’s marketing, from the marketing strategy to individual activities. By leveraging its insights, you can help brands enhance their SoV and improve their market positioning.

In fact, it goes beyond share of voice marketing to measure the impact your company is having across audiences, marketing activities, topics, channels, and within your competitive landscape. Brew's advanced features allow for a comprehensive bird’s-eye view of competitive insights spanning all aspects of marketing to inform strategic planning and articulate the impact of marketing’s contribution to the broader business. Now, that’s impressive! 

Practical Application: Adjusting Brand Strategies Based on Share of Voice Analysis

According to the findings from the share of voice analysis, brands can optimize their strategies. However, implementing changes based on SoV analysis can present certain challenges. It's important to consider the potential impact on other aspects of your marketing strategy and to have a plan in place to mitigate any negative effects. 

For instance, if you decide to increase your brand's presence on a particular channel based on SoV analysis, you need to consider how this will affect your resources and whether your target audience is active on said channels. It's also important to monitor the results of any changes you make based on SoV analysis, to ensure they are producing the desired effect, and to make any necessary adjustments if needed, and in a timely manner.

Predicting the Future: SoV Analysis for Forward-Thinking Brand Positioning

Ongoing SoV analysis can help predict industry trends and consumer behavior. Brands can leverage these predictions to strategically position themselves for future success. For instance, if SoV analysis indicates a growing trend in a particular topic or channel, brands can capitalize on this by adjusting their positioning to align with this trend. 

Forward-Thinking Brand Positioning. Made by Midjourney

This proactive approach to brand positioning, informed by share of voice analysis, can help brands stay ahead of the curve and maintain a strong position in their market. It's not just about reacting to the current market conditions, but also about anticipating future trends and positioning your brand accordingly.

Key Takeaways on SoV Analysis 

As we've discussed, SoV analysis can help brands understand their current position, identify opportunities and gaps, and predict future trends. Brands are encouraged to leverage tools like Brew for effective share of voice analysis and to continuously adjust their brand positioning for better market performance. 

In the dynamic and ever-evolving landscape of marketing, staying ahead of the curve is key, and SoV analysis can provide the insights needed to do just that. By leveraging these insights, your brand can strategically position itself for success in its market. Share of voice analysis, when used effectively, is a game-changer in the world of brand positioning.