Brand Boost Challenge #7 - POSITIONING
Brand positioning is the process of making the mission statement actionable. By naming your target customer and differentiating yourself from the competition, you lay the groundwork for your brand to accomplish your purpose.
Your unique attributes are what set you apart from your competitors and attract clients to your offering. Make sure you have a clear understanding of what makes you different from your competition.
Looking at your Personas from before, make a list of values and attributes that your top 3 customers can receive only when they work with your business or buy your product.
Using real customers, (think polling your social media followers, or even set up a Survey Monkey survey and give them 15% off for taking it), ask them how your offering fits within the competitive landscape.
You also need to think about how your offering(s) fit within the competitive landscape.
It’s best that you position your brand in the marketplace where it isn’t already taken by another brand.
If you try to slot your brand into a market or mind position already taken by a competitor, you face a big battle that you may never win. Equally as bad is trying to leverage off someone else’s brand. By creating your brand to look like someone else’s, you cast a spotlight on a competitor and point out your own second-string position.
One tool that can really help define your brand positioning is called a “Brand Quadrant”. Place yours, along with other brands in the quadrant to figure out where your brand sits.
When you figure out your brand position, help your customer see it better by asking yourself:
How can I more fluidly communicate my brand’s desired position?
Does every touch point look, say, and feel like the brand I want my customers to perceive?