What’s Your Brand’s Position?
My post-grad professor would always tell us “perception is reality”, and when it comes to consumers, brands cannot afford to overlook the importance of strong brand positioning. Brand positioning happens in the mind of the consumer; it’s the reason most people think of luxury when they see the Louis Vuitton or Chanel logo.
Positioning has many different meanings and associated theories and approaches when considered within a marketing context, but for the purposes of this post it’s about the way you angle and present your product or service in relation to factors such as your target audience, the problem it solves, your competition, and what makes it unique.
A strong and clear brand position is essential for many reasons, but the following two are so major that you probably don’t need additional incentive to develop or perfect a solid position for your brand:
- Brand positioning guides all strategic and communication decisions
- Brand positioning establishes an important emotional connection with the consumer
With that quick brand positioning 101 behind us, use the formula below to help you craft, clarify or enhance your brand positioning statement. Replace the red text with info pertinent to your brand:
For TARGET AUDIENCE, COMPANY offers PRODUCT/SERVICE that provides PROBLEM SOLVED OR NEED MET because only we have REASON TO BELIEVE and POINT OF DIFFERENCE.
Are you looking to professionally establish your brand’s position? Perhaps you would like to develop a tactical marketing plan that makes sense with your position. Interkom can help with all of your branding needs. Contact us today to get started!