
Building a Relevant & Distinctive Brand Positioning
Create or evolve your brand positioing to be relevant, distinctive and authentic in this step-by-step process
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Segment and choose potential consumer target groups that are large enough to generate growth.
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Write a detailed profile of your chosen consumer target, outlining their core values in life and the needs & behaviours in your category.
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Develop a deep understanding of your consumer's motivations or tensions your brand could solve.
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Define your competitive framework beyond your traditional direct competitors to those who solve the same needs, desires or tensions for your brand.
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Identify your distinctive position within that competitive framework ie how are you different or better than the rest.
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Develop a brand promise and functional & emotional benefit ladder that is meaningful to your target consumers, distinctive to your competitors, and supported by credible reasons to believe.
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Define your authentic brand character & ownable identity to drive loyalty & recognition.
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Pull it all together into a motivating & engaging brand handbook and then learn how measure your success and brand growth.