14 Dec P is for… Brand Positioning
Your A-Z of Marketing Essentials
P is for… Positioning
Understanding the positioning of your brand/products
What is brand or product positioning?
An effective brand positioning strategy will maximise customer relevancy and competitive distinctiveness, in maximizing brand value.
How to create a strong brand positioning strategy
- 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
How to make a brand positioning statement
- Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
- Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
- Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
- Your evidence: What irrefutable evidence can you offer to demonstrate that your brand delivers on its promise?
After answering these four questions, you can begin to craft your positioning statement:
For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].
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Michelle Roberts (MCIM), is the managing director and founder of The Creative Marketing Agency. She is trained in both digital and traditional marketing through the Chartered Institute of Marketing (CIM). She is also a member of the CIM and a Certified Practitioner in the Watertight Marketing Expert Community, both of which provide access to an additional wealth of knowledge and experience.
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