A brand positioning
focuses on the
consumer target your brand will serve
and the emotional
and functional benefits your brand
will stand for. Put simply, brand positioning is the process of positioning your brand in the mind of your customers.
Brand positioning occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, forward-looking approach, it can positively influence its brand positioning in the eyes of its target customers.
Why
you need
it?
A smart brand positioning should
narrow the target to those consumer who are most capable of loving what the brand does.
Who is the consumer target?
What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, butrather who wants your brand.
Where will you play?
What is the competitive set that defines the space in the market your brand competes in? Brand positioning is always relative to who you compete against.
Where will you win?
What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating and own-able? Talk about what the consumer gets, and how the brand makes them feel.
Why should they believe you?
Understand what support points and features are needed to back up the main promise. Moreover, these support points should close any potential doubts, questions or concerns the consumer has after hearing the main promise.
Who is the consumer target?
What is the description of the consumer
target market? What are the consumer’s
main needs? Who is the consumer’s enemy
that torments them every day? What are the insights we know about the consumer?
What does the consumer think now? How does the consumer buy? What do we want
them to see, think, do, feel or whisper to their friends?
Winning zone
The winning zone is the
match of what consumers
want with what your brand does best. Avoid the losing zone, where you take on
competitors where they are stronger and avoid entering
the dumb zone, where
consumers don’t care
about.