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Catalyst Strategies Brand Positioning Framework


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Catalyst Strategies' Brand Positioning 101 Framework and Self-Assessment

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Catalyst Strategies Brand Positioning Framework

  1. 1. 1 Catalyst Strategies Make Growth Happen Brand Positioning Framework “If you do not position yourself, your market will gladly do it for you.”
  2. 2. 2 To embed into your targets’ minds… What’s the End Game? “Why should I buy your product?”
  3. 3. 3 By consistently* communicating a … How Do You Get to the End Game? *Over multiple years, across all touch points …single-minded, compelling, differentiated, sustainable, and believable positioning and backing it up with reality.
  4. 4. 4 What’s in a Positioning Statement? Positioning Element Short Definition Target Market Your “bulls-eye” target user Problem A key need or concern Frame of Reference The category you’re in Ante The category prerequisites (requirements for a competitor to be taken seriously) Point of Difference The unique benefit that your product delivers Reasons to Believe Proof points that verify the point of difference Distinguished from Competition How you are better than alternatives (relative to your point of difference) Emotional End Benefits How choosing your product makes buyers feel
  5. 5. 5 Three Tests of Your Positioning 1. Is each element of your positioning clearly defined? 2. Is the positioning “right”? 3. Is everyone aligned and delivering on the promise?
  6. 6. 6 Go through positioning details on the following pages and answer all three questions for each positioning element using a scale of 1-5 Assess Your Positioning Positioning Element Is the element clearly defined? 1= not at all, 5 = crystal clear Is the element of positioning “right”? 1 = not sure / no way 5 = we have it nailed Is your team aligned on this element? 1= not at all, 5 = in lock step Target Market Problem Frame of Reference Ante Point of Difference Reasons To Believe Distinguished from Competition Emotional End Benefit
  7. 7. 7 Who are you selling to? Target Market The proactive focus of your marketing and sales efforts is a clearly defined segment of the market that is sizeable and reachable. BtoC: include geographic, demographic, behavioral, psychographic characteristics BtoB: include company (industry, market, organization, geo) and role (buyer, influencer) performance oriented everyday athletes efficiency-focused multi- location sales, marketing, training and support teams within enterprises value-conscious shoppers who still appreciate style
  8. 8. 8 What real needs do you solve? Problems Your positioning is anchored on one or more problem, need, pain point, or challenge that is highly frustrating to the target. Note: must be related to your category high quality performance gear is not accessible to the “common man” collaboration environments are inflexible, don’t work the way we do shopping experience for good values can be depressing
  9. 9. 9 What category are you in? Frame of Reference The words you use to describe the category in which your company competes are clear and help the target quickly understand, “what do you sell?” Notes:  It’s not ideal to “create” your own category  You automatically accrue your category benefits or drawbacks Collaboration technology Discount retail Sports equipment, shoes and apparel
  10. 10. 10 What are category prerequisites? Ante You know which characteristics, benefits, or features are required to play* in your category and thus are not using these as the core reason to buy your product or service. *essential for credibility in your category Category Requirements Point of Difference
  11. 11. 11 Why buy from you vs. alternatives? Point of Difference Category Requirements Point of Difference You have defined a compelling reason why the target should choose your company or brand over alternatives. MUST:  Be single-minded (not a compilation of many ideas)  Directly address the targets’ problem, need, pain point, or challenge  Be differentiated from promises of competitors (a unique benefit or a unique way to deliver a category benefit)  Focus on a benefit (not features) to be sustainable
  12. 12. 12 Why buy from you vs. alternatives? Point of Difference (continued) Get that ‘just-like-being- there’ experience unique products at affordable prices Where to find differentiation?  Competitive whitespace  Customer pain points  Your unique capabilities and advantages Brings inspiration and innovation to the everyday athlete
  13. 13. 13 How do you defend your point of difference? Reasons To Believe You have a solid list of validating features, capabilities, performance facts, and/or testimonials that make your point of difference believable. Notes:  These are built up over multiple years  Should include rational proof points and emotional proof points to capture both sides of the decision makers’ brains Ever-changing array of trendy clothing and home accessories One of a kinds, e.g.,  Music: e.g., Coldplay / Ghost Stories with 3 extra songs  Entertainment: Captain America: The Winter Soldier with behind-the- scenes footage  Clothing: Designers Phillip Lim, Peter Pilotto Attractive, affordable merchandise  Price matching guarantee  REDcard 5% savings on every purchase unique products at affordable prices
  14. 14. 14 How do they stack up? Competitors You can articulate how you outperform competitors relative to your point of difference. Consider competitors’:  True capabilities  Claims  Target market perceptions Unlike Target, Walmart provides poor quality goods and services, and an overall unsatisfactory shopping experience Imitators, like Citrix GoToMeeting, are missing key features that simulate in-person collaboration Unlike Nike, Puma puts fashion above athletic performance
  15. 15. 15 How does the customer feel? Emotional End Benefit You have a clear view of the positive feeling you want your customer to have about using, displaying, and/or having attachment to your product or brand. I am smart I am inspired I belong
  16. 16. 16 Quiz: How Did You Do? Add Up Your Scores… Positioning Element Is the element clearly defined? 1= not at all, 5 = crystal clear Is the element of positioning “right”? 1 = not sure / no way 5 = we have it nailed Is your team aligned on this element? 1= not at all, 5 = in lock step Total Target Market Problem Frame of Reference Ante Point of Difference Reasons To Believe Distinguished from Competition Emotional End Benefit TOTAL Scoring: 90+ You are in good shape… the positioning is clear. Next step is to determine whether is effective in the market. 70 - 89 You have a good start, but must solidify and ensure the positioning is effective. Less than 69 You need a lot of work on positioning.
  17. 17. 17 Clear, Single Minded Compelling Differentiated Sustainable Globally Scalable Believable How Do You Know Your Positioning is Good? A Winning Positioning
  18. 18. 18 Use and Restrictions
  19. 19. 19 Brand Assets & Terms of Use Brand Assets: The brand assets that appear in this document are illustrative examples only, and have been selected for educational and instructional purposes. The descriptions of example companies’ positioning is Catalyst Strategies’ interpretation of their positioning. They do not necessarily reflect how the marketing organizations within the companies have articulated their actual positioning or messaging. Terms of Use: You may use the content only for your own non-commercial use. You agree not to change or delete any ownership notices from materials downloaded or printed. You agree not to modify, copy, translate, broadcast, perform, display, distribute, frame, reproduce, republish, download, display, post, transmit or sell any intellectual property or content appearing without prior written consent. This original content, features and functionality are owned by Catalyst Strategies and are protected by international copyright, trademark, patent, trade secret and other intellectual property or proprietary rights laws.
  20. 20. 20 About Catalyst Strategies
  21. 21. 21 About Catalyst Strategies Known for top line impact based on our agility, pragmatism, and collaboration Serve technology & services businesses operating in complex selling environments Help clients Make Growth Happen with high-impact business, product, and marketing strategies
  22. 22. 22 Our Services Crystallize Growth Strategy Differentiate Product Offering Accelerate Marketing & Sales Results
  23. 23. 23 Catalyst Strategies Clients
  24. 24. 24 Catalyst Strategies Make Growth Happen Thank You!