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Brand Positioning

Developing A Brand Positioning Statement

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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:

Brand Essence

[Adjective] [adjective] [noun] (the “heart and soul” of the brand, its timeless quality, its DNA)

Brand Promise

Only [brand]

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”]

Brand Archetype

Choose one or two archetypes (what drives or motivates the brand – related to Jungian archetypes)

Brand Personality

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.

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5 Comments

stephanie Creff on November 06th, 2013 said

This is a great simple and structured guideline to help craft a positioning statement.
Definitely agree with the need to be very clear on your brand archetype and brand personality.
In my experience, the difficulty is that the promise, personality and archetype really have to be worked on simultaneously, so that the brand is clear and coherent as a whole.

Chuck Kent
Twitter:
on November 06th, 2013 said

Nice summary. I’d suggest that that the intended and actual brand positionings be considered jointly, to arrive at what I refer to as a brand’s simple truth. Intent, when consistently acted upon, should influence actuality, but even at the outset the marketplace perception needs to be factored in.

Ron Howse
Twitter:
on November 10th, 2013 said

In regards to brand positioning in China — is there cultural differences that make a branding program that much different in your design and implementation or is it the same? Can anybody help me?

Derrick Daye on November 11th, 2013 said

@Ron: This will help:

link to brandingstrategyinsider.com

Best,

Derrick

Ron Howse
Twitter:
on November 11th, 2013 said

Very Helpful Derrick

Thanks a lot.

Ron Howse
President & CEO Co-Founder
Tidalwater Seafood Company Ltd.
730 Mcleod Ave;
Fredericton, N.B.
E3B1V5
Canada
1- 506-292-4530

Tidalwaterseafood.com ( under construction)
E-MAIL: tidalwaterseafood@gmail.com

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