How To Develop A Brand Strategy Free Guide
How To Develop A Brand Strategy Free Guide
brand positioning exercise

Do we have the partnerships and sales channels our customers would expect? Map & Fire is a branding and research agency in Los Angeles. We amplify your sales, marketing, and culture with our unique blend of brand strategy, consumer research, and proprietary market data. Internally bringing the brand to life was limited to making a brand guide available to employees who were expected to read and execute rather than understand and embrace. Limiting internal communication negatively impacts marketers’ ability to create brand experiences externally effectively. The lack of traction is usually due to an ineffective activation or not keeping track of brand performance, the two stages in which most brands do not spend enough time. Each stage of the framework has a specific purpose and a set of hard-working questions to ask about your brand.

The functional benefits provide differentiation around aspects like problem solving, quality, efficiency, ease of use, time etc. A balanced combination of these aspects can drive a brand’s positioning.

Don’t be blinded by the prestige of going with a publisher or the financial benefits if you make it on your own. Assess the advantages and disadvantages of each given path and see what works best for you and your target audience.

Brand Naming Toolkit

When the CEOs read it, they can agree or disagree and, based on that, seek help or not. In essence, it’s a lot like conference speaking but with greater reach. Onboard and engage your users with Userlist — a customer messaging tool for SaaS companies. More efficient than building it yourself; less complex than Intercom or April shared one particularly relevant story — how a struggling CRM product (“cheaper, crappier Siebel”) repositioned to “a CRM for investment banks” and achieved fantastic results.

  • Companies with more established products get into trouble by not being diligent about monitoring their market landscape.
  • Stripe is building for developers—they have the best documentation, community, and support of any developer product.
  • Done properly, this positioning should centre your customers on your strengths so that they can quickly understand what you do and why they should care.
  • Then, when you’re writing a piece of content, include a content brief at the top of the doc.
  • The best brands out there are built on the foundation of successful positioning.
  • Positioning only focuses on product differentiators for your audience.

One of the advantages of positioning yourself clearly is knowing the instances in which you deliver the most value — which will also reflect in customer satisfaction and word-of-mouth later. Besides going to conferences and sharing recommendations, CEOs are also known to be book readers, which led April to create the biggest demand generation tool in her arsenal — her book. Get access to the pre-recorded 12-minute demo, and see how Userlist can help you onboard new users, convert free trials, and manage customers and leads within one tool. Previously we were also afraid to call out competitors by name.

We use the framework to help brands see where they are in their lifecycle and within their broader business context. Speaking of vision, it’s easier to identify why you created a product in the first place.

Be Relevant To The Right People

To move forward with brand positioning, you need to grasp your market from five different aspects. The five C’s analysis covers context, then moves to customers, collaborators and competitors, and finally the assessment of your company itself. Here are the four steps to a successful brand positioning strategy. Brand strategy workshops are an invaluable opportunity for designers to lead clients through the toughest questions their businesses will ever face. Workshops unearth essential brand-building insights and instill ongoing trust between clients and designers. And now, thanks to an influx of cloud-based tools and remote-friendly work initiatives, they enable real-time collaboration between participants on multiple continents.

Better still, they produce brands that go beyond aesthetic appeal to achieve business goals. While Starbucks and Dunkin’ seem different, they both target customers who go on a coffee run every morning. While Starbucks’ branding hinges on the in-store experience, Dunkin’s branding focuses on its two principal offerings, coffee and donuts. Its slogan, “American Runs on Dunkin,” emphasizes the wide-ranging availability of its products.

brand positioning exercise

Learn specific techniques and exercises to position your brand for maximum growth. A change in positioning is a fundamental change in your business. If you change the market that you operate in, the expectations of your prospects will fundamentally shift. Expectations around pricing and sales channels will shift. Prospects will make assumptions about sales channels and partnerships that you will have to meet. Get access to bite-sized brand and marketing strategy content right on your phone. You have to do the work to dig into the 3 core areas of your positioning in order for a positioning statement to have any value.

Step 4: Positioning

They found their niche and connected with their audience to stand apart from big names like Nike and Adidas. New Balance has always stayed true to its brand values, such as making shoes in the U.S., and giving back.

Let’s say you have a CRM tool and some of your features especially appeal to real estate agents. This entry was posted in Brand, Strategic Planning, Strategy and tagged brand, brand positioning, brand strategy, branding, business strategy, marketing. After working through these frameworks, founders have consistently remarked how it’s helped crystallize their identify and direction — and that they wish they would’ve done it sooner. A simple product positioning definition is where your product or service fits in the marketplace. It outlines all of the features that make your product unique and communicates how and why it’s better than other products or solutions.

  • It also offers exclusive content such as videos and on-screen lyrics.
  • “In my case, I was trying to look at what could I do that was differentiated.
  • Now customers want to engage with genuine and authentic brands.
  • As we noted before, segmentation is all about breaking your audience down into more manageable chunks.
  • Hence, the product must be easily accessible; especially among small retailers and busy places in the city where students and employees spend most of their day.

Chmielewska suggests, "Start by defining what 'effective' really means for your brand — and then build its image based on that." Brand positioning allows a company to differentiate itself from competitors. This differentiation helps a business increase brand awareness, communicate value, and justify pricing — all of which impact its bottom line.


With all the effort you put into establishing the category, it’ll be pretty hard for newcomers to overtake you as the market leader. I'm a strategist and designer based in New York who help brands grow by crafting distinctive brand identities and websites backed by strategy. —Check out my tutorial on how to translate brand strategy into visual design. —Check out my YouTube video where I present you with brand strategy examples. We’ve gone through many exercises and this is going to help us design relevant concepts. Ok, so once you’ve projected the right tone of voice, now let’s seal the deal by creating a memorable tagline. Now, since you’ve defined your personality, now let’s add to that by projecting a compelling voice for your brand.

brand positioning exercise

New brands must speak the language of their age by finding the right narrative, that combines functional and emotional benefits. To shift the consumer’s mind from functional benefits to emotional ones, communication must take on a difficult quest. Commercials focus on appealing to emotions by placing the brand meaningfully into the lives of its users.

Join Train Of Thoughts, Monthly Marketing Matters

This guide covers everything from brand differentiation to writing a positioning statement and how to create marketing messages that give your brand a competitive edge. You’ll also find some examples of successful brands and how they use different branding strategies. Positioning is the basis of your marketing plan and the core of your branding strategy. Positioning is the process through which we design the company offering to attend to a segment, or a pool of segments, with a value proposition, which is going to be relevant for them. It’s best if a brand strategy is developed in collaboration between designer and client. One way that this can occur is by holding a branding workshop. During a workshop, the designer leads the client through a series of exercises meant to reveal key insights about its offering, customers, and messaging.

Having outlined the challenges of creating and delivering on brand positioning on specific attributes and numbers, it is important to understand the role each brand touchpoint plays. For a differentiated offering to be visible to consumers, it needs to be communicated. Not only does it need to be communicated, but needs to be done consistently, continuously and across all brand touch points. Buyer personas can be effective in a variety of channels, from content marketing, to search advertising, to customer and product marketing, and more. Creating personas is a dynamic step in positioning your brand in a way that’s going to aid retention, generate leads, and help sales reps close deals. With a change in how you position yourself, the roadmap for your business could change.

Creating your own blue ocean is done through innovation and differentiation. Today, there are several examples in the tech industry like Uber and Netflix. However, an outstanding example of the blue ocean strategy comes from the Canadian entertainment company, Cirque Du Soleil. It’s about building a perception among consumers, and that requires planning. Brand strategy workshops allow designers and business stakeholders to uncover key insights about what makes a brand unique in the eyes of customers. Your brand positioning statement should focus on what you can deliver in the short to medium term.

This concludes the five C analysis which is the first phase of the brand positioning process. Many mistakenly think that customers are only end-users. However, the first customers one must think of is purchasers.

The above are all useful questions to consider when thinking about how to position your brand in the market. Obviously, you need to have an intimate understanding of your own business for the exercise to be effective. brand positioning exercise But don’t sleep on the importance of understanding your competitors’ messaging, products, and business characteristics as well. Brand promises are commitments made by the company to its customers.

And the way we gonna do that, is by identifying your brand personality, and then projecting the right voice. Now, word of mouth, which is leveraged by social media, means that the consumers do have a voice. So now, we’ve completed the 2nd part of our strategy workshop and the 3rd and the last part is all about your brand persona. Now, let’s first list all the marketing initiatives that you can take to bring awareness — list them on the left side of the grid.

Like fastest delivery or premium customer service, or money-back guarantee. Almost all products need segmentation in order to have a brand positioning. However, there are some rare cases where you wouldn’t need to segment.

Put your employees in the spotlight to emphasize their quality. Those factors, along with the brand’s sponsorship of high-end events and sleek titanium-covered black cards, created an image of luxury and a perception that the brand was not for everyone. Their business model revolves around offering elite members a range of premium advantages, including concierge services, dining discounts, insurance, lounge access, and air miles. While just ‘being present’ might not seem like an effective marketing angle, it has been proven to be one of the most critical attributes in the payment solution sector. Both Visa and American Express are in the credit card category, but they have very different positioning.

Besides, you will give the participants the chance to provide you with qualitative feedback about each attribute. The result will be one positioning map where you will get the relative positioning of each brand for all the different attributes together. You can even use one spider web map to measure the progress of your own brand over the years from the consumer’s perspective. The result will be an average value for those key attributes for the brands available in the market. Finally, you’ll ask them to consider those key attributes and explain how important they are to them.

Use Perceptions To Shape Messaging

Essentially, a value proposition is an explanation of what makes your product relevant, different, interesting, or generally worth paying for. The third C has to do with collaborators and by collaborators, one refers to firms and people that help you sell the product. That covers distribution channels, key opinion leaders, and any third parties that will play a role in commercialising the product. When marketers talk about ‘context’, they basically refer to the PEST factors.

In this exercise, have each person pick a company in a different industry that has similar qualities to yours, and do the same for a key competitor. Have each person defend why they chose those companies. Pick one that has qualities that overlap yours in terms of target customers, perceived value, price, brand voice, or any other relevant comparison. If you want to see how your brand compares to others in consumers' perceptions, a brand positioning map can help.

Leave a comment

Your email address will not be published. Required fields are marked *