Brand positioning underpins your marketing and sales. It tells prospects and customers what you do, who you serve, how you're unique, and why what you do matters.

1. What is brand positioning….and why
does it matter?

2. Brand Positioning……

3. Positioning
..helps consumers understand what
you do and why it matters (to them).

4. Positioning
…helps you make key decisions that
affect your customer’s perception of
your brand.

5. Brand positioning matters
because….

6. Companies need positioning because
consumers have choices, and if you
don’t stand out, you lose.
- Marty Neumeier

7. Customers are distracted….
and it’s increasingly difficult to
get them to pay attention.

8. It underpins your
marketing and sales
activities

9. Positioning Deliverables
More and
better leads
and higher-
quality
prospects
Stand out from
the competition
More
impactful
marketing
and sales.

10. “15 minutes could save you
15% or more on car
insurance”

17. How to Discover Your Positioning
(Look inward)
• How is your product different or unique?
• What do customers like about your product?
• What don’t they like?
• What are the most widely-used features?
• What do they talk about on social media,
forums, and with customer service?

18. Ask Your Customers

19. How frequently do you talk to
customers?
On regular basis
From time to time
Occasionally
Almost never

20. Cross the Chasm
What you
think about
your product
and how it
delivers for
customers
What
customers
think about
what you do
and how
their needs
are met.

21. Explore Competitors
Positioning can’t
happen within a silo
It needs to take into
account how rivals
position themselves.

23. What is your product or service?
Describe it in one-sentence.
How is it unique or different than the
competition?
…..even in a small way.
Who really needs your product?
Who is your ideal customer?
What are your customers’ biggest
problems or needs?
What are the biggest benefits?
What is the impact on users?
According to customers, what are your
product’s strengths and weaknesses?
Brand Positioning Worksheet

24. Brand Positioning Statement Template
For _________________________
Targeted customers
Who need to __________________
Solve this problem
We (your company) _____________________________________
Describe the product and the value delivered
Unlike the competition (e.g. ABC, XYZ), our product....
____________________________________
How your product is unique

25. Brand Positioning Statement
For B2B companies that need to reduce churn
We sell software that lets customer success
teams provide timely and relevant insight and
content to clients.
Unlike rivals such as X and Y that sell based on
robust features, our software is beautifully
designed and intuitive to use.

26. Pollinate Your Positioning
Website
Sales and
marketing
collateral
Advertising
campaigns
Presentations

27. Measurement
Brand positioning
can be hard to
quantify

29. But…..
There are ways to determine if your brand
positioning makes an impact

30. A/B Test and Validate Your Positioning
Customers & Prospects
Website
Campaigns
Presentations

31. About ME
I’m a fractional CMO for B2B companies
looking to drive more engagement, attract
better prospects, and grow sales.
My areas of expertise include brand
positioning and messaging, strategic
planning, and overseeing tactical
execution.
I work on a part-time, strategic project, and
advisory basis.

32. Let’s Connect
Mark Evans
mark@marketingspark.co
www.marketingspark.co
416-669-7028
linkedin.com/in/markev/
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