Use the supporting words to add flavor to your emotional brand positioning statement. Make sure that these features give your brand a competitive advantage.
Will it withstand counterattacks from your competitors? This makes qualitative analysis possible, allowing you to understand the language people use when discussing your brand.
To help Brand Leaders, I have taken the 9 functional need state zones shown earlier in this chapter and expanded the list to over 50 potential functional benefits that you can build around.
Explain Your Greatest Benefit Now comes the hard part. Can we really stake claim to this position? Above all, your point of differentiation, frame of reference, and reason to believe must be meaningful, important, and convincing to your customers, not just to your company. If competition changes, you might need to change your positioning statement to recognize what that change means for your brand.
Determine how your brand is currently positioning itself Identify your direct competitors Understand how each competitor is positioning their brand Compare your positioning to your competitors to identify your uniqueness Develop a distinct and value-based positioning idea Craft a brand positioning statement see below Test the efficacy of your brand positioning statement see 15 criteria below What is a Brand Positioning Statement?
Before you just randomly write out a brand positioning statement based on your intuition, I will force you to think deeper to focus your decisions on the best possible space for your brand to win and own.
You might like Building a Brand Research Strategy: Here are a few questions you should ask as you proofread your Brand Positioning Statement: The ultimate driving machine Southwest Airlines: Think about all of this, then write down your target market in slot 1.
Now comes the hard part: Take a look at the following positioning statements for well-known brands. The value shoe store for families Miller Lite: A brand positioning statement explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement.
Every time customers experience your brand, you want them to remember what you do, why it is important to them, and why it is unique to you. First of all, no matter what your industry is, effectively identifying where your brand should be positioned in the marketplace is the first step to true marketing success.
The lowest prices on sporting goods, The highest quality hats, More peace of mind 3. Can your brand own it? Every member of your organization that touches the customer has to be the perfect expression of your position.
Do they use your product or service at home or at work? Finally, put the statement to the acid test. The reason to believe RTB should never be the conclusion. Dan Wilson Sign up for our email newsletter Sign Up. The short-haul, no-frills, and low-priced airline Avis: Here are 15 examples: Is it consistent in all areas of your business?
It will be similar to your unique selling proposition USPbut takes into account your target audience.
These are the consumer target, category, main consumer benefit and support points:A sound brand positioning statement is critical for any brand or business that wants to build meaningful equity and win in the marketplace. Here you’ll find a rundown of the core positioning elements as well as a recommended template for effective positioning (downloadable pdf included).
Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. This starts with developing a brand positioning statement.
Developing a brand positioning statement involves four steps: Describe your customers; Define yourself in terms of your competition; Explain your greatest benefit; Put it together into your brand positioning statement; 1. Describe Your Customers.
You start by examining your customers. Before you write blog posts for the masses, before you apply for those positions, before you even set up your LinkedIn profile there is one thing you should do – craft your very own personal brand statement. How to Write a Positioning Statement By Erica Olsen The purpose of writing a positioning statement is to ensure that all of your marketing activities for a customer group are consistent and clear.
A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does. With your consumer in mind, your brand positioning should find the ideal balance between functional and emotional benefits.Download