What is brand positioning? How do you write a brand positioning statement? What are the brand positioning strategies you can use on your brand? Our brand positioning course for marketers will help provide the fundamentals of brand positioning to help drive brand growth. And, with the added marketing skills, you can advance your career.
We believe brands must be consumer-focused. Most marketers think of the type of consumers they want to attract. Why not change your thinking and go after those consumers who are already motivated by what your brand offers? So instead of asking, “Who do we want?” you should be saying, “Who wants us?”
Brands must listen, observe, and start to know the thoughts of their consumer before they even think it. Not only does the brand meet their functional needs, but the brand must also heroically beat down the consumer’s enemy that torments their life, every day.
The brand must show up consistently at every consumer touchpoint, whether it is the promise the brand makes, the stories they tell, the innovation designed to impress consumers, the happy purchase moments, or the delightful experiences that make consumers want to tell their friends the brand story. The consumer keeps track to make sure the brand delivers.
With our brand positioning course, we will show how to create a brand that can play in a space that is interesting, simple, unique, inspiring, motivating, and own-able.
Brand positioning is about finding that winning space that is motivating to consumers and ownable for your brand
The brand must captivate the consumer’s mind quickly, or the consumer will move on. The brand must be able to entice consumers to want to find out more, then motivate consumers to see, think, feel, or act in positive ways that benefit the brand. I will show you how to develop a brand idea that serves as your brand’s seven-second sales pitch.
Brands have four choices: be better, different, cheaper, or else not around for long. If you do not define your brand, then you run the risk of the possibility that your competitors will define your brand. And you might not like it.
I want to introduce you to our Venn diagram, with three circles.
To start, the first circle comprises everything your consumer wants or needs. Next, the second circle includes everything your brand does best. Finally, the third circle lists what your competitor does best.
Your brand’s winning zone (in green) is the space that matches up “what consumers want” with “what your brand does best.” Most importantly, you can own and defend this space from attack. And, you can satisfy the consumer needs better than any other competitor can.
Zones that help brands differentiate
Your brand will not survive in the losing zone. (in red) This space matches the consumer needs with “what your competitor does best.” Consequently, you will fail to differentiate, and your competitor will beat you every time.
What happens when there is a tie?
As markets mature, competitors copy each other. It gets harder to be better with a definitive product win. Many brands play in this risky zone (in grey). Here, you and your competitor meet the consumer’s needs in a relative tie. You can win the tie with emotions and innovation.
Sadly, I always have to mention the dumb zone. (in blue) Here, two competitors “battle it out” in the space where consumers do not care. One competitor says, “We are faster,” and the other brand says, “We are just as fast.” However, no one bothered to ask the consumer if they care about speed. Both brands end up failing to differentiate and playing in the dumb zone.
Our Brand Positioning course will teach you how to find that winning zone for your brand.
Here are examples of some of the thinking tools we will use in our Brand Positioning course
Click on any of the visuals to zoom in
Brand Positioning course learning outcomes
- Write brand positioning statements
- Define your target market, with insights, enemies, and need states
- Define consumer benefits, both functional and emotional
- Come up with brand support points and claims
- Understand the relationship between brand soul, brand idea, and brand reputation
- Come up with your brand idea
- Write brand concept statements
- Turn your brand concept into a brand story
- Use the brand positioning and brand idea to build a brand credo
Ready to go?
Our video lessons will help you understand all the concepts of brand positioning, defining the consumer target, using consumer benefits to build a brand positioning statement, and coming up with a brand idea.