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Brand Positioning.pdf
- 1. High Low Use our Benefits Ladder to move from features to rational and emotional benefits 2 5 1 Benefits Ladder 4 Consumer Target Product features Functional benefits Emotional benefits Define a focused target profile with insights, enemies and buying patterns. Summarize your winning positioning statement in a space that is unique, ownable motivating to your target Target Support points Main benefit How to define a winning brand positioning @ beloved brands inc Market definition Sort through possible benefits to find benefits most motivating to your target and ownable for your brand. Motivated consumers High Losing Zone Winning Zone Dumb Zone Risky Zone Ownable 3 Use our cheat sheets to understand the Functional and Emotional benefits. Functional Benefits Emotional Benefits Works better Simplify Smarter Money Business Execute Sensory Connect Experience Knowledge Control Revitalized Self assured Liked Free Noticed Comfort Optimistic Healthy Family Profession Fits Values Belong Pride
- 2. Define target, need states, enemies and insights. Product-focused strengths, claims, differences In the voice of consumers, “So, what do I get?” In the voice of consumers, “How does it make me feel?” Consumer Profile Functional Benefits Product Features Emotional Benefits 4 2 1 3 Consumer Benefits Ladder
- 3. Ph at Words Nice Great Interesting Quality Avoid vague words that mean so many things, these words start to mean nothing at all. When you define your brand positioning, choose the specific words that will matter to your consumers and leave zero room for interpretation.
- 4. Functional benefit cheat sheet Social On trend Technology Visual identity Sensory Appeal Stay Connected Touch/Feel Friends / Family Experience comes to life Variety Service In touch Responsiveness Influencers Occasion Rituals Proactive Subconscious Style Makes you smarter Advice Skills Learning Helping hand Updates Keeps you organized Saves time Simplifies your life Hassle Free Easier to use Integrated Efficient Works better for you Faster Powerful Safer Lasts Longer How it is made Performance Product Costs Track Success Process Costs Invest for future Adds Value Saves you money Helps you execute Brand Message New products Client experience Perform better Awareness Sales Message Drives business results Engagement Higher profit Better service Higher Sales Fits Strategy Delivers to end user Taste / Smell Reputation Reduces time Helps you be healthier Mental Health Prevents Weight / Exercise Reduces Soothes Helps your family Education Comfort Life Stages Better Home Moments Enhances professional standing Research New methods Expert opinions Peer advice Clinical proof Patient insights Added services Restores Solutions
- 5. Emotional benefit cheat sheet Fits with values Feel free Stay in control Feel liked Curiosity for knowledge Informed Wisdom Smarter Competent Trust Safe Respect Reliable Get noticed Trendy Cool Popular Playful Like-able Friendly Intimate Happy Excited Exhilarating Intriguing Alive Self assured Confidence Fulfilled Feel myself Gratitude Standards Honest Purpose Beliefs Sense of optimism Inspired Motivated Special Successful Feel comfortable Easy-going Nurtured Compassion Relaxed Feeling Revitalized Sense of belonging Depend on Affiliation Loyal Association Sense of pride Overcome Leadership Honor Accomplish Energized Anti-aging Active Youthful
- 6. What are the key features of your brand? Low calorie Low carb Soft Cookie Natural ingredients New England Recipe
- 7. Identify functional benefit gaps Sensory Appeal Stay Connected Experience comes to life Makes you smarter Simplifies your life Works better for you Saves you money Helps you execute Drives business results Helps you be healthier Helps your family Enhances professional standing
- 8. Identify emotional benefit gaps Feel Liked Get noticed Feel Free Stay in control Sense of pride Curiosity for knowledge Sense of Optimism Feel Revitalized Self Assured Feel Comfortable Fits with Values Sense of belonging
- 9. Functional benefit cheat sheet Social On trend Technology Visual identity Sensory Appeal Stay Connected Touch/Feel Friends / Family Experience comes to life Variety Service In touch Responsiveness Influencers Occasion Rituals Proactive Subconscious Style Makes you smarter Advice Solutions Teaching Helping hand Updates Keeps you organized Saves time Simplifies your life Hassle Free Easier to use Integrated Efficient Works better for you Faster Powerful Safer Lasts Longer How it is made Performance Product Costs Track Success Process Costs Invest for future Adds Value Saves you money Helps you execute Brand Message New products Better client experience Perform better Awareness Sales Message Drives business results Engagement Higher profit Better service Higher Sales Fits Strategy Delivers to end user Taste / Smell Reputation Reduces time Helps you be healthier Mental Health Prevents Weight / Exercise Reduces Soothes Helps your family Education Comfort Life Stages Better Home Moments Enhances professional standing Research New methods Expert opinions Peer advice Clinical proof Patient insights Added services GRAY’S Cookies
- 10. Emotional benefit cheat sheet Fits with values Feel free Stay in control Feel liked Curiosity for knowledge Informed Wisdom Smarter Competent Trust Safe Respect Reliable Get noticed Trendy Cool Popular Playful Like-able Friendly Intimate Happy Excited Exhilarating Intriguing Alive Self assured Confidence Fulfilled Feel myself Gratitude Standards Honest Purpose Beliefs Sense of optimism Inspired Motivated Special Successful Feel comfortable Easy-going Nurtured Compassion Relaxed Feeling Revitalized Sense of belonging Depend on Affliation Loyal Association Sense of pride Overcome Leadership Honor Accomplish Anti-aging Energized Fresh Youthful GRAY’S Cookies
- 11. htt ps:/ / cdn ima GRAY’S Cookies More Cookie. Less guilt. https:// cdnimages.opentip.com/ full/DOF/DOF-434855.jpg https:/ / cdnim ages. openti p.com /full/ DOF/ DOF- 43485 5.jpg You Do They Get They Feel Safe Knowledge Optimism Control Motivated Successful Inspired Trust Respect Reliable Informed Smarter Healthier Taste Prevents Weight / Exercise Sensory Easier to use Touch/Feel Reduces Experience Memorable Occasion Rituals Low calorie Low carb Soft Cookie Natural ingredients E M O T I O N A L B E N E F I T S F U N C T I O N A L B E N E F I T S P R O D U C T F E A T U R E S New England Recipe Your brand’s word cloud
- 12. Building around benefit clusters @ beloved brands inc. Safe • I feel in control of my weight and health • I feel safer in snacking on this cookie • I feel less guilt about an indulgence • I like to know how many calories I eat each day • I feel more confident in my diet and myself • I feel knowledgeable about what I’m putting in my body. • I will feel more motivated to be successful with this cookie • I feel comfortable that I get more choices • I will feel inspired to lose weight • I get a low calorie low fat treat. • I get a cookie made of all natural ingredients. • I get a great tasting cookie, as good as my current cookie • I can replace my current favorite cookie with this one • I get a low calorie snack to make my diet easier • I can eat this when I’m hungry • I will be healthier and lose weight • I can use 5 pounds in 2 weeks. • I will be able to reduce my daily calorie intake • I will get the same great taste, just lower calories and fat • I can get the same sensation I get from eating a cookie Functional Clusters Emotional Clusters Healthier Taste Prevents Weight / Exercise Sensory Easy to use Touch/Feel Reduces Experience Memorable Occasion Rituals Knowledge Optimism Control Motivated Successful Inspired Trust Respect Reliable Informed Smarter Benefit statement brainstorm GRAY’S Cookies
- 13. Consumer Marketing training brand positioning Sort through possible benefits to find benefits most motivating to consumers and ownable for your brand. Motivated consumers High High Low Ownable Losing Zone Winning Zone Dumb Zone Risky Zone What consumers want What your competitor does best What your brand does best Losing Zone Dumb Zone Winning Zone Risky Zone
- 14. Motivated consumers High High Low Ownable for your brand Losing Zone Winning Zone Dumb Zone Risky Zone Guilt Free Alternative Low Calorie Less Fat All Natural Ingredients Lose 5 pound in 2 weeks Feel Smarter about food Feel in control of your weight Feel more confident More comfort in choices New Favorite Cookie Sort through possible benefits
- 15. The support points or claims for your ‘reason to believe’ Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies Testimonials from 20 leading dieticians. Susan Smith said, “With Gray’s Cookies, my clients who used it said it helped them avoid cheating.” In blind taste tests, Gray’s matched the leaders on taste, but has only 100 calories and 3g of net carbs. In a 12-week study, consumers using Gray’s once a night as a dessert were able to lose 5-10 lbs. Best ingredients from the local farms of New England. We ship our cookies directly to the store shelves, the day the cookies are made. We don’t even own a warehouse. GRAY’S Cookies
- 16. Brand Thesaurus Use your thesaurus to write more detailed copy while knowing that you are staying on brand Take control over what goes in your body by making smarter choices. Studies show people who use Gray’s once a night as a dessert had a extra motivation to lose 5-10 pounds. Make the informed choice with the knowledge that in blind taste tests, Gray’s matches the leaders on taste, but with only 100 calories and 3g of net carbs, you can experience a healthier life. GRAY’S Cookies In a 12-week study, consumers using Gray’s once a night as a dessert were able to lose 5-10 pounds. In blind taste tests, Gray’s matched the leaders on taste, but has only 100 calories and 3g of net carbs. Safe Healthier Taste Prevents Weight / Exercise Sensory Easier to use Touch/Feel Reduces Experience Memorable Occasion Rituals Knowledge Optimism Control Motivated Successful Inspired Trust Respect Reliable Informed Smarter
- 17. Winning brand positioning statement To (Target) • Suburban working women, 35-40, who put in the effort to find healthier food. Gray’s is (Category) • The healthy cookie option That is (Benefit) • The guilt-free cookie that helps you stay in control of your health That’s because (Support Points) • We want you to make informed choices with the knowledge that in blind taste tests, Gray’s matches the leaders on taste, but with only 100 calories and 3g of net carbs, you can experience a healthier life. • Gray’s helps you take control over what goes in your body by making smarter choices. Studies show people who use Gray’s once a night as a dessert had a extra motivation to lose 5-10 pounds. 2 3 4 1