Target: Brand Positioning Case Study

95% of America lives within 10 miles of a Target. I (Tyler here 👋) reside in rural Alabama so I’m in the 5%. Yet, Target still somehow manages to take all my money.

We have 2 Walmarts in our small town. But my wife still happily drives 30 minutes to the nearest Target on a regular basis.

 That’s the power of great positioning and what we’re talking about in this week’s brand breakdown.

💼 The Brand: Target

Target is a retail giant founded in 1902 under the name Dayton Dry Goods Company. The company changed its name to Target Corporation in 1962 to reflect its goal of being “on target” for price and value.

💛 The Heart (Mission & Vision)

Target’s mission is to “make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation, and exceptional guest experiences.”

It uses the tagline “Expect More. Pay Less.®” which is its number one differentiator. Target has trained millions of Americans to now expect more from their big box store trips.

👤 The Head (Strategy & Positioning)

And this strategy is working. For many, going to Target isn’t just an errand. It’s a respite. My wife, Courtney, is a perfect example.

It’s not uncommon to hear her say “I need a Target trip.” Which is code for: I need a break that consists of sipping Starbucks and checking out the cute clothes they have on sale.

How did this happen? Target has invested heavily in elevating the quality of its product and making their shopping experience as pleasant as possible.

So much so, it’s created an endless supply of memes poking fun at people’s Target addictions.

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✋ The Hands (Tactics)

To carry out this strategy of making consumers “expect more”, Target has installed Starbucks stores in most locations (which are actually operated by Target).

It’s launched a Target-exclusive brand with the uber popular Chip and Joanna Gaines.

It’s collaborated with multiple designers brands like Lilly Pulitzer, Missoni, and Hunter.

And the company was also an early adopter for in-store experience convenience factors like drive-up service, order pickup, and Shipt delivery .

This has all led to people viewing Target in a completely different position than its top competitors.

How You Can Steal Their Strategy

Collaborate and Listen. No, I’m not quoting Ice Ice Baby lyrics here. I’m recommending a Target strategy you can steal that will help you level up your positioning. One of the number one ways Target has elevated their appeal is by collaborating with esteemed brands.

Sure, they had to pay for it, but it was worth it. And even Walmart has now wisened up and is paying influencers to promote Walmart’s product and brand.

Who you collaborate with matters because your audience will begin to associate you with those you collaborate with. So… collaborate and then listen for the response. If it’s well received, double down. Before you know it, you will have positioned yourself amongst those you’ve collaborated with.

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