Brand Positioning Strategy

brand positioning exercise

15 years is a lot of time and things change so rapidly that it might be hard to predict, but this is not about being accurate. You see, most brands never get where they want to go, because they’re not clear about where it is they’re going. Of course you can’t predict everything, but just by writing down your ambitions, it will guide you and your team in the right direction. This is a destination of what you want the brand or business to be in the future. ‍Now, let’s write a short description of the current state of your business.

  • This makes it harder for people to understand your product’s overall value and uniqueness.
  • This will help you identify the takeaway for that asset and keep it focused.
  • To be successful, a brand needs to activate the positioning.
  • The process of creating a spider web map is similar to the previous process.
  • The trick is to get everything down on paper first, then consolidate afterwards.
  • So let’s jump right into the first exercise in the positioning section of our strategy, or the 4th exercise overall — which is your Target Audience.

The brand features a macho man on a horse talking about the product’s benefits. See how this brand created an image that appeals specifically to men. There is no catch-all approach to positioning a brand, but some common positioning tactics can help you create a strong brand. Between 2007 and 2008, Denny’s store sales dropped by 3.7% and they kept dropping by another 4.8% in a free-fall-like state all the way through the second quarter of 2010. They were amidst a recession and they realised they needed to understand why they kept losing customers and how to make the brand relevant once more. The sales results in the initial seven weeks showed a 6.3% volume increase versus the same period in 2011 and a 45% increase on the previous 7 weeks.

You can also position your product as the solution to a pervasive problem. There’s a chance these three areas could be found on one social platform, but they might be spread across several of them.

The Evolution Of Marketing

Once you narrow down where your brand should show up, you can craft your messaging to meet the customer where they are. The quality of service can be shown through evidence of exceptional end results, high ROI, and glowing customer testimonials. At the end of the day, your competitive advantage comes from truly knowing your customers. Brand positioning is a sum of many components, but at the heart of it, it’s about who you are, what makes your brand different, and why anyone should care. Wealthsimple is an online investment management service catered specifically to millenials. They position themselves as a simple solution apart from the investing world that feels overwhelming, complex, and risky to younger generations especially.

brand positioning exercise

Choosing a brand positioning for your business can be difficult. There are a lot of factors to consider, and there’s no one-size-fits-all approach. We’ll give you the tools and information you need to make an informed decision about how you want your brand to be perceived. It’s simple, yet it requires dedication and accuracy to reach the correct brand positioning.

Choose Your Best Market Frame Of Reference

The naming of these cards had to be relevant and clear to the customers. The most difficult part of this value proposition is its distribution. 30% of users carry multiple SIM cards brand positioning exercise to take advantage of the promotions offered by different operators, as they happen. Price promotions and price-based packages are key to capturing this price-conscious customer.

So basically we’re going to list all the marketing initiatives you can take. Here, we’re going to brainstorm and prioritize how customers can learn about your brand. Once we have 2 extremes selected, then let’s plot the options your audience have on this chart.

brand positioning exercise

If you thought the market for at-home stationary bikes was a monolith, think again. This segment of the at-home workout equipment market has boomed in the past few years with Peloton leading the way. Although the brand isn’t brand new, it’s one of the youngest players in the industry and is giving seasoned competitors like Bowflex a serious reason to sweat. On the flip side, Popeyes isn’t in the business of exceptional customer service — they’re about on par with other competitors in the fast-food industry.

In that context, the telecoms category is almost exclusively “prepaid” and is extremely price sensitive. A key message here was the word ‘ONLY’ as it truly put Denny in a different category from the rest of the commoditised hams. The challenge for the little girl to find something natural was in fact a message to the buyers to examine the ham they buy and trust Denny as it’s the only natural brand. They brought out copycat fruit flavoured yoghurts at a lower price.

Ready To Compete Like You Mean It? Get A Free Analysis Of Your Competitive Landscape

And like the previous strategy, it can also justify a higher price point. For example, a Swiffer WetJet is $26, whereas an O-Cedar mop is $10. Companies in verticals that are known for inattentive support benefit from highlighting their friendly customer service to differentiate themselves. Other companies — with products that are particularly complicated — can highlight their strong support systems to attract new customers. Evernote is an example of a product that can be positioned in several different ways.

  • Below are two exercises to help you map alignment with your brand’s offering.
  • Fill out the form to access 10 free positioning templates.
  • The purpose of the advertising is to inform the consumer of the brand’s presence and, increasingly, convince them of its superior qualities.
  • Almost all products need segmentation in order to have a brand positioning.
  • Don’t waste time to have dozen of programs for dozen kind of customers.

Finally, you need to ensure that your brand’s offerings (i.e. products, services) align with the needs of your customers and deliver consistent value on those points of differentiation. By talking to and listening to our customers we can uncover these Jobs to Be Done and then speak to them through our brand positioning. The challenge of course is that you need to break down the elements in a systematic way. The sections below provide some frameworks and exercises from our positioning process to help you get started. Most brand marketers would have been uncomfortable with that result. The differences sparked a candid and passionate conversation about the brand and the value it creates for clients.

Brand Naming Toolkit

The first one is a category issue; how to compete on value, not just price. The good starting point was conducting market research to provide them with consumer behaviour cues. Therefore, they had focus groups with mothers; particularly loyalists and lapsed users, and what they found out was curious. For Denny, their business issue was that there was a new breed of consumers who bought less, not as often and at a cheaper price.

brand positioning exercise

Say you want to position yourself as an expert in women’s nutrition championing a new brand of foods aimed squarely at women. Sure, it’s a noble and worthy cause, but you lack relevant experience. You will have potential opposition from doctors, dietitians, nutrition counselors, and anyone else with a strong opinion. Personal brand positioning can be as complex as positioning a company or product. It all comes down to defining your value, differentiating yourself from the rest, and finding your sweet spot in the pipeline where your expertise is most needed and appreciated.

Positioning Dilemma 2

Define a clear, unique brand position based on your customers’ needs, competitive points of differentiation, and alignment of your brand’s offerings. Business strategy and brand strategy are what the first two stages of theNoetic Brand-Building Framework are all about.

  • Brand Purpose exercise.Let’s start off by quickly explaining what brand purpose actually is and why you need it.
  • This stimulates creativity and provides an aerial perspective of the brand.
  • You can find a list of sample positioning extremes in the book «This is Marketing» by Seth Godin.
  • The next step will be to take the most relevant attributes you have identified and as the participants to evaluate the different brands available in the market according to those attributes.
  • So that your personality and voice will work together, to represent the HOW – how your brand message is delivered.

Meanwhile, your relevant segment may be affluent women with more than one child who live in the city and work from 9 to 5. It’s a product sold to everyone and consumers have the same preferences and behaviour. So, there’s no room to differentiate and there’s no need to segment in that case. Segments can be as big or small as you want them to be.

What Is The Difference Between A Brand Positioning Statement And A Value Proposition?

By knowing how you can add unique value to your audience, you can continually make a giant, compelling, and true brand promise. This is the secret sauce to nurturing an enviable and profitable relationship with your audience. When it comes to “brand-storming,” there’s always work to be done, but it doesn’t have to be all work and no play.

After you draft your brand positioning statement, run it by your close friends and family for their reactions. We also recommend sharing your brand positioning statement with former clients to see if the messaging resonates. Once you have a brand positioning statement that passes this sniff test, you’ll have what you need to start developing messaging for your website and marketing collateral.

So, in order to identify whether or not your product needs positioning, and to build the right positioning, you need to understand the market and the environment thoroughly. Global marketers, for instance, realised that marketing isn’t the same across different parts of the world. As with the exercises of day one, the bulk of the work is done before the workshop begins.

Many kinds of prospects care about what you deliver but only some of them REALLY care. Understanding how to find those prospects is the key to maximizing revenue return on your marketing/sales efforts. You might have a business model, a set of supply chain relationships, a proprietary process or other intellectual property that you and you alone can deliver.

What Should Your Product Positioning Consider?

You might also run into economic issues that can hinder your brand positioning over time — like Subway’s $5 footlong that couldn’t survive inflation. Price-based positioning can also initiate a price war, though that mainly applies to certain industries such as air travel. Positioning your product or service as the most convenient will automatically attract busy consumers.

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