Brand positioning
The market is typically crowded with similar offerings. Yet, it is possible for customers to differentiate them and make choices based on… Exactly, what?
Positioning is a balancing act between understanding the market and the needs of your customers. It defines which unique place you want to occupy in buyers’ minds and hearts. Achieving such a clarity takes a lot of strategic and executional effort, so key to the brand’s success.
EXERCIS
Theme
Brand positioning
A sharp positioning statement should serve as a guiding principle for all branding, marketing, service and product-related actions. It also allows you to move away from a fierce, price-based competition and to create value that goes far beyond the money. If people understand and desire it, you’re doing a great job.
04.1
Challenge
Find the sweet spot between competition and customer needs
A deep-dive into the competitive environment of your brand helps you see how crowded the place you’re standing in really is. Is your offering pretty much the same as everybody else’s? Or do you solve a problem / respond to a need in a unique way? The easier it is for a customer to tell your added value from others’, the smoother their buying decision will be.
04.2
Exercise
Write down: what problems are you solving for your customers? What do they want to add to their lives by buying your product or service? Once this is clear, see how others deliver on these expectations. Are you all standing in the same spot? It might be time for a shift.
04.3
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