Here’s our take on what are the key components that constitute brand positioning:

• Target customer – there is a need to define who your core primary audience is. This primary audience should ideally be between an age gap of 5-7 years. While the brand is designed to appeal to this particular target customer, we also need to define who the secondary audience should be tooo.
• Brand purpose – the “heart and soul” of the brand. Keep asking yourself why do you do, what you do and sooner or later you will find the answer.
• Brand promise – what is a promise? Once you decide on what your promise is, then you should go all out to make sure that you stand up to this promise. This promise should be rooted to some relevant differentiating benefits, which your competitors doesn’t offer too.
• Brand personality – Treat the brand as a living being and list down adjectives that describe the brand as if it were a person

All of the above components together defines what a brand is.  If this is captured in a simple format, it has the ability to provide direction not only for marketing communication and the brand identity standards and systems, but also for all of the organization’s activities.