Footings For A Winning Brand Concept Positioning Statement

Capture The Bigger Idea Of Your Brand

Your brand concept positioning statement is the foundation for understanding your targeted consumers needs. As well, your brand’s promise is followed by all employees. When done right, your brand uniquely puts the targeted consumers insight first. Thereby, captivating the consumer by making the consumer stop and consume the brand.

Footing Musts

• Industry:

  Evidence with SIC or NAICS codes.

• Target audience:

 Who is? Define age, sex, education, income, married/single, children, homeowner/renter, affiliations, so forth. Exound until you can visualize the target audience.

• Brand equity, passion, or essence:

Why is your brand better than the competition? What is its unique value proposition?  Price is not part of this equation because your competition can always lower its price lower than yours.

•  Insights about the target audience’s needs:

What do they desire? Define as well as drill down on complex discourses and how the brand intersects its target audience to form unique relationships.

• Brand advantage:

Is it new technology? A more durable substance? Perhaps speed? S.W.O.T analyses against your top three competitors define your brand advantages. Take time to brainstorm, and think from the optic of your target audience.

• Evidence to support brand position:

Awards? News coverage? Article writeup? Public recognition?

• Differentiator:

Price is not part of this equation, and neither is trust, reliability, or likeableness. S.W.O.T analyses against your top three competitors define your brand’s differentiation through its opportunities. Take time to brainstorm, and think from the optic of your target audience. Don’t try to battle it out with your competitor because no one will care about your brand. Instead, find the emotional connection that zags from the competition marking your brand as the clearer choice.

• Relevant and compelling brand attributes:

Featured characteristics of special properties that identify your brand from the competitor. Take into consideration trustworthiness, creativity, authenticity, and confidence. It’s the consumers reason to believe.