POSITIONING 101
Brand values, DNA, essence, personality… They are different words to describe the same concept: positioning.
It sounds easy, but a good positioning statement is surprisingly hard to create.
Here’s how you should do it…
Brand values, DNA, essence, personality… They are different words to describe the same concept: positioning.
It sounds easy, but a good positioning statement is surprisingly hard to create.
Here’s how you should do it…
Positioning is the 2-3 things that pop into a person’s head when they think about your brand.
It (hopefully) explains why someone should buy your brand over another.
Think of it as the core message you want to deliver on every medium.
It (hopefully) explains why someone should buy your brand over another.
Think of it as the core message you want to deliver on every medium.
The key here is simplicity: less is more.
A positioning statement needs to be tied to a specific market segment’s needs.
The biggest mistake marketers make with positioning is doing it without a clearly defined target audience.
A positioning statement needs to be tied to a specific market segment’s needs.
The biggest mistake marketers make with positioning is doing it without a clearly defined target audience.
This leads to vague and generic statements that try to say everything, but end up saying nothing.
You need to do the opposite: say one or two very relevant things to a select group of people.
You need to do the opposite: say one or two very relevant things to a select group of people.
THE FORMULA
A good positioning statement follows a formula:
Among [target audience], [x] is the brand of [frame of reference] that [point of difference], because [reason to believe].
A good positioning statement follows a formula:
Among [target audience], [x] is the brand of [frame of reference] that [point of difference], because [reason to believe].
Examples:
To value conscious consumers of all income levels, Target is the brand of discount retailer that delivers great design at reasonable prices.
Among snackers, Snickers is the brand of candy bar that satisfies your hunger because it is packed with peanuts.
To value conscious consumers of all income levels, Target is the brand of discount retailer that delivers great design at reasonable prices.
Among snackers, Snickers is the brand of candy bar that satisfies your hunger because it is packed with peanuts.
CUSTOMER, COMPETITION, COMPANY
Your positioning statement has to be believable and persuasive to your target audience.
Don’t make promises you can’t keep, and don’t try to solve problems that people don’t have.
marketingweek.com/heineken-marke…
Your positioning statement has to be believable and persuasive to your target audience.
Don’t make promises you can’t keep, and don’t try to solve problems that people don’t have.
marketingweek.com/heineken-marke…
Make sure it delivers on the 3 C’s:
1) Addresses consumers' needs
2) Differentiates you from the competition
3) Achievable by your company
Your positioning should help make money, not save the world.
hbr.org/2007/11/mappin…
1) Addresses consumers' needs
2) Differentiates you from the competition
3) Achievable by your company
Your positioning should help make money, not save the world.
hbr.org/2007/11/mappin…
Here's a perceptual map for the fictional Canadian D2C brand DoggoTreats.
Think about how this research could inform the positioning statement of the brand.
Where can DoggoTreats own the market?
Think about how this research could inform the positioning statement of the brand.
Where can DoggoTreats own the market?
Review the targeting options we looked at earlier.
Given their company, product and goals, where should they aim to sit in the market?
Your position should push you into your desired market area in the mind of the consumer.
Given their company, product and goals, where should they aim to sit in the market?
Your position should push you into your desired market area in the mind of the consumer.
How I'd position DoggoTreats:
It's the brand for dog lovers who want to feed their dogs the healthiest organic food possible at a reasonable price.
Here ends the lesson.
Good luck DoggoTreats, may you sell a shit-tonne of dog food and give dogs happier, healthier lives.
It's the brand for dog lovers who want to feed their dogs the healthiest organic food possible at a reasonable price.
Here ends the lesson.
Good luck DoggoTreats, may you sell a shit-tonne of dog food and give dogs happier, healthier lives.
