Brand positioning is the process of placing your business in the minds of your customers. The goal is to create a unique impression so that consumers associate something specific and desirable with your brand that differs from the rest of the marketplace.
1. Two-Step Brand Positioning Strategy Process
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Determine how your business and competitors are currently positioned.
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Develop a distinct, value-based idea and craft a brand positioning sentence that communicates your value and uniqueness in comparison to your competitors.
2. How to Create a Brand Positioning Statement
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Target Customer and Market: Examine demographic descriptions of your target audience and the relevance you have to your customers.
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Brand Promise: Pinpoint the most compelling (emotional/rational) benefits that your brand owns relative to your competition.
3. Positioning Statements versus Taglines
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Positioning statements are for internal use to help guide marketing decisions, while a tag line is an external statement used in promotional campaigns.
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Create a tagline or slogan, which can be developed from a positioning statement, that helps establish the position you’re looking to own.
4. Criteria for Evaluating Your Brand Positioning Strategy
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Is your promise believable and credible, matching consumer perceptions of your brand, focusing on core customers?
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Is it memorable, motivating, easy to understand and consistent in all areas of your business?
5. Integrating Your Brand Positioning in Your Customer’s Mind
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List every point of interaction with consumers and ask:
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How can I more fluidly communicate my brand’s desired position?
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Does every touch point look, say, and feel like what I want my customers to perceive?
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Turn everything you do into an expression of your desired positioning.