The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives in the mind. As brand consultants, when we develop brand positioning statements for clients, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position / positioning (as opposed to the actual brand position in the mind of the customer) greater depth.
A complete brand positioning statement includes the following:
[Adjective] [adjective] [noun] (the “heart and soul” of the brand, its timeless quality, its DNA)
Delivers [unique and compelling benefit or shared value]
To [target customer description]
In the [product or service category] (establishing the competitive “frame of reference”)
In the context of [market condition or trend that makes the benefit or value even more compelling]
Because [proof points or “reasons to believe”]
Choose one or two archetypes (what drives or motivates the brand – related to Jungian archetypes)
Choose six to ten adjectives that describe the brand as if it were a person
Brand Price Position
Description of the brand’s pricing position/strategy
Brand Distribution Strategy
Description of the brand’s distribution strategy
If the brand is an organizational brand, we also specify the brand’s (organization’s) mission, vision and values.
Taken together, these elements of the brand positioning statement should inform all brand decisions and its communication strategy and becomes an important component of creative briefs. It can also influence business strategy.
Sponsored By: The Brand Positioning Workshop
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May 6th and 7th, 2014 in South Beach, Florida
A unique, competitive-learning workshop limited to 50 participants (Selling Out Quickly)
As in the marketplace — some will win, some will lose, All will learn
~In Partnership with the American Marketing Association and the Miami Marlins~
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education