Get our ideal Brand Positioning presentation which is now available in a downloadable PowerPoint file.
- The PPT file includes formatted blank slides with key marketing definitions where you can insert your own business review.
- Include slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and a creative brief.
- Everything is organized and ready for your input.
Our Brand Positioning presentation focus on the consumer target your brand will serve and the emotional and functional benefits your brand will stand for. If you don’t position your brand the way you want, then your customers and competitors will do it for you, and you might not like their answers. A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does.
With your consumer in mind, your brand positioning should find the ideal balance between functional and emotional benefits.
Why you need a brand positioning statement
The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. Brand Positioning starts by building a consumer profile and using our consumer benefits ladder, with functional and emotional benefits. From there, we explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
What’s in the brand positioning presentation
There are 4 elements that make up a brand positioning statement, including who will you serve, where you play, where will you win and why consumers should believe you. These are the consumer target, category, main consumer benefit and support points:
1. Who is the consumer target?
Brand Positioning presentation starts with the target profile. We look at what slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand.
2. Where will you play?
What is the competitive set that defines the space in the market your brand competes in? Brand positioning is always relative to who you compete against. For instance, a brand is never fast, it is faster.
3. Where will you win?
What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating, and own-able? Do not talk about what you do (features). Talk about what the consumer gets (functional benefits), and how the brand makes them feel (emotional benefits).
4. Why should they believe us?
Understand what support points and features are needed to back up the main promise. Moreover, these support points should close any potential doubts, questions, or concerns the consumer has after hearing the main promise.
Our playbooks will show you new ways for how to think, define, plan, execute and analyze your brand
- You will find new strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies.
- To define the brand, I provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We show a step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
- For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the marketing communications plan, innovation process, and sales plan.
- To grow your brand, I show how to make smart decisions on marketing execution with chapters on how to write a creative brief, how to make decisions on creative advertising and how to lead the media choices.
- When it comes time for analyzing the performance of your brand, I provide all the analytical tools you need to lead a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand.
You will learn everything you need to know so you can run your brand and be successful in your marketing career.
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