Brand positioning is important because itspells out the “what?”, the “For Whom?”and the “Why?” of a brand, among otherthings.It also substantiates the relative pricing levelof a product or product line - it serves as abasis for comparison.Brand Positioning
Introduction to concepts and termsBrand Image Brand Identity Brand PositionHow the brand isnow perceivedHow we would liketo brand to beperceived (ideal)The part of thebrand identity andvalue propositionto be activelycommunicated toa target audience
Brand IdentityA unique set of brand associationsthat the brand owner aspires tocreate or maintain. Theseassociations represent what thebrand stands for and imply apromise to customers.Brand CustomerRelationshipCreated by thevalue propositionof the brandBenefits
Brand Identity: Core and ExtendedCoreIdentityExtended IdentityThe core identityrepresents the timelessessence of the brand (itcontains theassociations that aremost likely to remainconstant as the brandexpands)The extended identityincludes elements thatprovide texture andcompleteness.
Brand Associations• A brand association• Is anything that is linked in memory to a brand• Should be strong and positive to lead to a purchasing impulse andlong-term brand loyalty• Becomes stronger when a customer is exposed to it multiple times• Can create value by• Helping to process info (facts and specs)• Creating differentiation• Generating a reason to buy• Creating positive attitudes and feelings• Creating a basis for extensionsBrand Imagea set of associations, usuallyorganized in a meaningful way(clusters)
Positioning Statement - Elements• What are you making?• For Whom?• Functional Benefit• Emotional Benefit• Self-expressive BenefitValue Proposition
Exercise - Maps & Positioning Statement• What are you making?• For Whom?• Functional Benefit• Emotional Benefit• Self-expressive Benefit
Positioning StatementBrand X is a new line of healthy and delicious functional foods - forbabies 6 to 12 months of age - that is the best the world has to offer.Mothers who buy this line are early adopters. They are discerning,world-aware consumers, who lead busy lives and who think Brand Xproducts are the only acceptable alternative to home-made food.In addition to their organic certification and convenient form factor,Brand X products afford babies superior nutritional value and avariety of flavors and textures -- drawn from other cultures -- that willbroaden their palates as they grow. Brand X mothers like to extendtheir socially-conscious lifestyle to the products they purchase. Forthem, Brand X does good by donating a portion of profits to supporthealthy nutrition for children.
Communication - Start with Brand AssociationsEmotional PersonalityProductAttributesHealth GeographicFunctionalBenefits•Feel goodaboutthemselves -able to givegood food tochildren•Early adopter -cool, current•Safe•Quality•Family time -less time takencooking•More personaltime•TraditionalFoods•Wide pallate -educatechildren•Cause - doinggood•Explorer•Adventurous•Well traveled•Early adopter•Educated•World-aware•Fun of learning•Ethical•Treat otherswell•Young at heart•Healthful•SociallyConscious•Innovative•Tolerant•Modern yetembracingtraditions•Friendly•Quality•One-servingpackage•Pre-cooked•Ready-to eat•Spices andflavors•Convenient•Wheat free•Gluten free•Kosher•Organic•No-preservatives•No addedsugar•No added salt•Anti-oxidantrich•Traditions andingredientsfrom...•The best theworld has tooffer ourchildren•World withoutborders•Organic•Kosher•Packaging(hygiene,flexibility,convenience)•Safe•Ready to eat
Practical Applications of Brand Positioning• Explicit (copy)• Primary• For healthy families (Organic)• Multicultural• The best the world has to offer ourchildren• Convenient (pre-cooked)• Secondary• No-preservatives• No added sugar• No added salt• No wheat• No Gluten• Allergen friendly• Tertiary• Cause (secondary packagingpanel, front ﬂash on packaging)• Implicit (senses)• Through attributes (look & feel -perception)• High quality (form factor, visuals,tone, voice)• Convenient (form factor)• Hygienic (form factor)• Flexible (form factor)• World-aware (ingredients / spices)• Parents feel good aboutthemselves - able to give goodfood to children• Through visuals: consumer proﬁle:• Want high quality• World-aware (world withoutborders)• Early adopters• Educated
Project Overview1.) Please give an overview of the companies history and in particular it’s design strategy over each period.2.) Please give examples of previous designs (if any) – and in particular the reasons for the changes along the way.3.) Please describe your future objectives for the next 5 years.4.) Please list the final deliverables your require from the designer.5.) Please indicate your ideal deadline for each item.6.) Please indicate your budget, if possible.7.) What will you be providing the designer with? -- Product shots, photographs, fonts, copy, etc.Branding1.) What are your unique selling points (purchase factors) of your services or products?2.) What are their tangible and emotional benefits to the target audiences?3.) What is your unique selling points (purchase factors) over your competitors?4.) What are their tangible and emotional benefits to the target audiences?5.) In those target audiences, please define if there are any influencers or decision makers and how you’d expectthem to make a decision to buy your product.Logo Design1.) Do you have current packaging, business cards or an online presence (website)?2.) What do you want the new logo design to convey to the target audience?3.) Do you have a color preference or preferences?4.) Are there any colors or shapes that you feel would be perceived negatively in your companies’ line of business?Creative Brief Example