The Simple and fool proof way to craft your Brand Positioning
Lack of knowledge and understanding coupled with the myths floating around has played a big role in creating confusion around the concept of Brand Positioning.
Brand Positioning is one of the most important brand management activity. Strong brands make very credible, relevant and distinctive brand promises, which is a criitcal component of brand positioning, especially in this hyper competitive cluttered environment. And most importantly, strong brands live up and make sure to fulfill these promises every day too.
Simply put, Brand Positioning is something (a perception) that happens in the minds of the target market.
So, here are 3 Core components which are critical to arriving at a Brand Positioning Statement > PEOPLE. PROBLEM. PROMISE.
1) PEOPLE
Who is it for? Be specific.
People should feel you’re talking to them.
Best way to do it: Shout their name.
Second best way: their occupation.
e.g, creatives, entrepreneurs, designers, investors, single mothers,
Crossfitters, nerds, musicians, illustrators, teachers, etc.
2) PROBLEM
What’s their biggest problem?
what’s on top of their mind all the time?
What causes them sleepless nights?
Why are they stuck?
eg, no audience, no leads, no purpose, too much bodyfat, no money, no partner, no knowledge, no experience, no clarity, etc.
3) PROMISE
What’s the promise you are making?
How can you help them?
What will they achieve with your help?
Where can you help them to go
eg, grow audience, make money, get a boyfriend/girlfriend, sleep better, become stronger, lose bodyfat, save time, etc.
Once you have thought of all the above, just simply put it together:
I help [people] to [solve problem] with [promise]
eg, “I help creatives to build their audience.”
“I help astronauts to survive on Mars.”
“I help dog- owners to find dog-owners.”
Now try and attempt yours as we believe it gives immense clarity for any
business brand. Do attempt and share your version in comments.
Credits >> David Tales.
Photo by Will Myers on Unsplash