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A quick guide to Brand Positioning

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Your brand's position is where it stands in the marketplace amongst its rivals, and in the minds of your target customers.

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A quick guide to Brand Positioning

  1. 1. BRANDING, DESIGN & MARKETING A QUICK GUIDE TO BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING YOUR BRAND’S‘POSITION’IS WHERE IT STANDS INTHE MARKETPLACE AMONGST ITS RIVALS,AND INTHE MINDS OFYOUR TARGET CUSTOMERS.
  3. 3. BRANDING, DESIGN & MARKETING DEFININGYOUR BRAND POSITIONING ISTHE FOUNDATION OFYOUR ENTIRE BRAND STRATEGY AND MARKETING PLAN.
  4. 4. BRANDING, DESIGN & MARKETING YOUR BRAND’S POSITION IS A COMPOSITE OF QUALITY,PRICE, MEMORABILITY AND AVAILABILITY.
  5. 5. BRANDING, DESIGN & MARKETING YOUR BRAND IS FURTHER MADE UP OF PERCEIVED VALUE FOR MONEY AND PERCEIVED QUALITY.THESE LASTTWO ELEMENTS CAN BE HARDTO PIN DOWN, BUT IT’S WORTHTHE EFFORT.
  6. 6. BRANDING, DESIGN & MARKETING ACHIEVING A UNIQUE,POSITIVE BRAND POSITIONTHAT HAS LONGEVITY AND RELEVANCE IS ATOUGHTRICKTO PULL OFF,BUT IT CAN BE DONE AND IT CAN ADD SIGNIFICANT POWERTOYOUR COMPANY’S STRENGTH AND WORTH.
  7. 7. BRANDING, DESIGN & MARKETING BEWARE
  8. 8. BRANDING, DESIGN & MARKETING A WORD OF WARNING: BE PREPARED FOR SURPRISES ALONGTHE WAY: HOWYOU PERCEIVEYOUR BRAND MAY NOT BE HOWTHE MARKETPLACE PERCEIVES IT.
  9. 9. BRANDING, DESIGN & MARKETING MANY EXCELLENT BUSINESS PEOPLE DECEIVETHEMSELVES ONTHIS ISSUE: YOU MAY HAVETO ACCEPT A FEW HARD TRUTHS ONTHE ROADTOYOUR IDEAL BRAND POSITIONING.
  10. 10. BRANDING, DESIGN & MARKETING FIRST,THOUGH,CLARIFYYOUR POSITIONING BENEFIT.IFYOU SKIPTHIS STEP,YOU MAY BE BUILDINGYOUR BRAND AND MARKETING ON SHAKY GROUND.
  11. 11. BRANDING, DESIGN & MARKETING GETYOUR BRAND POSITIONING RIGHT,HOWEVER,ANDYOU CAN REAP FINANCIAL BENEFITS FOR YEARSTO COME.
  12. 12. BRANDING, DESIGN & MARKETING TO ACCURATELY IDENTIFY WHAT YOUR BRAND POSITION SHOULD BE, YOU NEEDTOTAKETIMETO RESEARCH CONSUMERS, COMPETITORS,ANDYOUR INDUSTRY.
  13. 13. BRANDING, DESIGN & MARKETING BY ANSWERINGTHE FOLLOWING QUESTIONS HONESTLY,YOU CAN HELPYOURSELF DEFINEYOU BRAND POSITIONING:
  14. 14. BRANDING, DESIGN & MARKETING WHY SHOULD SOMEONE BUYYOUR PRODUCT OR SERVICE? >ONE.
  15. 15. BRANDING, DESIGN & MARKETING WHAT’S IN IT FORTHEM? >TWO.
  16. 16. BRANDING, DESIGN & MARKETING WHAT UNIQUE BENEFIT DOYOU PROVIDETHAT IS NOT AVAILABLE ELSEWHERE? >THREE.
  17. 17. BRANDING, DESIGN & MARKETING WHAT DOYOU WANTYOUR BRANDTO BE KNOWN FOR AMONGYOURTARGET AUDIENCE? IFYOU CAN OWN A SPECIFIC WORD OR BENEFIT IN CONSUMERS’MINDS,YOU’VE HITTHE BRAND POSITIONING JACKPOT. >FOUR.
  18. 18. BRANDING, DESIGN & MARKETING WHAT CANYOU DELIVERTHAT COMPETITORS CANNOT DO AS WELL OR AT ALL? THIS ISYOUR NICHE ANDTHE BASIS OF A STRONG BRAND POSITION. >FIVE.
  19. 19. BRANDING, DESIGN & MARKETING DOESYOUR DESIRED BRAND POSITION MATCHYOUR OVERALL COMPANY GOALS AND VISION? CONFUSION IS A BRAND’S WORST ENEMY. >SIX.
  20. 20. BRANDING, DESIGN & MARKETING AREYOUR BRAND GOALS REALISTIC? FOR EXAMPLE,ATTACKINGTHE MARKET LEADER WITHOUT SUFFICIENT FUNDSTO BACK UPTHE EFFORT IS A RECIPE FOR FAILURE. >SEVEN.
  21. 21. BRANDING, DESIGN & MARKETING DOYOU HAVETHE NECESSARY FUNDS TO DEVOTETO DEVELOPINGYOUR BRAND POSITION? >EIGHT.
  22. 22. BRANDING, DESIGN & MARKETING BRAND POSITIONS AREN’T OWNED OVERNIGHT.ITTAKESTIME AND MONEY TO OWN A POSITION IN CONSUMERS’ MINDS,PARTICULARLY IFYOU’RE ENTERING AN ESTABLISHED MARKET. >EIGHT.
  23. 23. BRANDING, DESIGN & MARKETING YOU ALSO NEEDTO CONSIDERTHE MONEY NEEDEDTO SUSTAINYOUR BRAND’S POSITION ONCEYOU SUCCESSFULLY ESTABLISH IT. >EIGHT.
  24. 24. BRANDING, DESIGN & MARKETING AREYOUTHINKING LONG-TERM? SHORT-TERM GOAL SETTING ISTOO SHORT-SITED FOR BRAND POSITIONING DEVELOPMENT. >NINE.
  25. 25. BRANDING, DESIGN & MARKETING YOU CAN SUPPORTYOUR BRAND POSITION WITH SHORT-TERMTACTICS, BUT A POWERFUL BRAND POSITION MUST BE ABLETO GROW,EXPAND,AND EXTEND WELL INTOTHE FUTURE. >NINE.
  26. 26. BRANDING, DESIGN & MARKETING KEEP IN MIND THESE CRITERIA WHEN CREATING YOUR FINAL POSITIONING STATEMENT:
  27. 27. BRANDING, DESIGN & MARKETING IT SHOULD BE FOCUSED, SINGLE-MINDED AND MEMORABLE. >ONE.
  28. 28. BRANDING, DESIGN & MARKETING IT SHOULD BE BENEFIT-ORIENTED. >TWO.
  29. 29. BRANDING, DESIGN & MARKETING IT MUST BETRUE … NOT EXAGGERATED, NOT A WISH LIST. >THREE.
  30. 30. BRANDING, DESIGN & MARKETING IT SHOULD BE BELIEVABLE … NOT CHALLENGE CREDIBILITY. >FOUR.
  31. 31. BRANDING, DESIGN & MARKETING IT SHOULD BE UNIQUE AND COMPETITIVE. >FIVE.
  32. 32. BRANDING, DESIGN & MARKETING IT MUST BE SUBSTANTIVE, RELEVANT AND IMPORTANT TOTHETARGET AUDIENCE. >SIX.
  33. 33. BRANDING, DESIGN & MARKETING IT SHOULD CAPTURE AND REFLECTTHE MOST IMPORTANT SOURCE OF COMPETITIVE ADVANTAGE. >SEVEN.
  34. 34. BRANDING, DESIGN & MARKETING Our Top Tip:
  35. 35. BRANDING, DESIGN & MARKETING FINALLY,THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRANDING STRATEGIES AND POSITIONING WHO CAN GUIDEYOU THROUGHTHE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT.DARWIN DOTHIS.
  36. 36. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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