A brand positioning states how your brand fulfills a customer’s need, and how the fulfillment reflects the brand’s values and is different from competitors.
It is the clearest vision of the brand. It aligns marketing with company values, it shows the brand’s purpose and distinguishing features next to competitors, vis-a-vis the customer need.
It is brief and includes:
Target customer and her need
What the brand offers and how
Why the offer is different and better than competitors
Process:
- Research customer demographics and psychographics. State the need under her need, her pain, her journey, and where she is at.
- Research what competitors offer.
- Create customer personas, pick one target customer, and “see” where she is literally and metaphorically, visualize where she is at and the state of her mind when she buys your product or service.
- Fill in the blanks:
[Customer] has [need], [your brand] provides [main benefit that differentiates you from competitors] because [reason why the customer should believe you].
Questions/Comments?
