How to Write a Brand Positioning Statement Essay

The Power of 3 WordsFirst words on the subjects goes to snitching expert and informant Jack Trout who advocates the simplest fall guy spatial relation strategy possible. He views that the best and most successful taints occupy in truth specific positions in consumers minds, and those positions terminate be translated into a brand positioning parameter of no much than collar words. He wrote a post on grassing Strategy Insider where he saidI have never seen a great brand positioning strategy that wishinged more(prenominal) than three words to define the brand. Any more than that and the probability of achieving any kind of impact on the marketplace turns almost immediately to zero. Great branding focuses on the two or three things that mark the brand out as different. Great positioning always consists of unexpected words born from research, forged with heritage, and destined to differentiate. I cannot tell you what those words should be, but I can tell you that if you a re claiming blueprint or excellence in your positioning, you will achieve the opposite. The trick is creating a brand positioning statement that accurately encompasses your brand within three words (or as close to that as you can get). signify of it this way, consumers dont have the time, patience, or desire to sift through cluttered messages to get to the pump of the matter. If your brand position isnt clear, concise, and believable, it will have no chance of snatching a space in consumers minds for more than a nanosecond. Your brand positioning strategy has to set the focus and direction of your brand in a way that is instantly meaningful to consumers. You may be familiar with Jact Trouts work which amplifies the to a higher place alongwith his ex partner Al Ries. Check them out for more details and examples. While their work is strategic, practiti oners need to follow a template which spells out the different elements that need to be included. We look at two approaches which a re typical. If you examine closely the variations between them are slight 1. According to Gavin Robertson, mark Positioning Statements permit the most useful function ofTaking everything you know near your brand,Everything that could be said about the consumermaking choices to pick one target that youll serveOne brand promise you will stand behind.The fool Positioning StatementA best in class positioning statement has four chance on elements Target Market (a)Definition of the market you play in (b) daub Promise (emotional or noetic eudaemonia) (c)The Reason to Believe (RTB) the brand promise (d)The more focused your decisions, the more successful you will be decide on one target, one promise and maybe one or two reasons to believe that help to directly back up your promise. But the target shouldnt be everyone 18-65, and dont throw your eight best features at the wall and hopefully something sticks. And the reason to believe has to back up your promise, not be a whole new prom ise. The classic way to write a daub Positioning Statement is to take the elements above and frame them into the following For the target market (a)Brand X plays in the market (b) and it gives the main benefit (c). Thats because of the following reasons to believe (d). 2. On the other r distributively Brad Van Auken says the brand position or brand positioning is how the brand is perceived in the context of competitive alternatives in the mind. When we develop Brand Positioning Statements we include the 5 elements below for each positioning statement.A Target Customer Definition,Brand totality (Mantra),Brand Promise (Unique Value Proposition),Brand Archetype andBrand Personality,These 5 elements give the intended Brand Position greater depth.Brand EssenceIt is the heart and soul of the brand, its timeless quality, expressed as adjective, adjective, noun. Some people refer to the brand shopping centre as the brand mantra, while for others the brands mantra is synonymous with the brands tagline or slogan.BrandBrand Essence (Adjective1, Adjective2, Noun)DisneyFun family entertainmentNikeAuthentic athletic performanceStarbucksRewarding everyday momentsThe Brand Promise / Unique Value PropositionOnly name of brandDelivers unique and compelling benefit or shared valueTo target client descriptionIn the product or service category (establishing the competitive frame of reference) In the context of market condition or trend that makes the benefit or value even more compelling Because proof points or reasons to believeFocuses on the one or two key points of exit between the brand in question and other brands. Typically, these points of difference are brand benefits, benefits that are relevant, unique, compelling and believable for the brand in question. Brands typically focus on only one or two benefits and research has shown that people cant link more than that number of benefits to a given brand in their minds. The first or most distinguished benefit is sometime s referred to as the primary brand benefit. Example The unique value proposition for Volvo is safety. As a brand promise, it could be expressed as Only Volvo assures a safe ride to parents who care about their childrens safety.One ordinarily talks about attributes familiard with products. Generally, with brands, people focus on benefits or values. Brand benefits can be functional, emotional, experiential or self-expressive. Through market research, one can identify the cut from attributes to benefits to values to self-esteem in customers minds. This process is called laddering. A self-expressive benefit of the Mercedes brand is that it communicates that I have view and money. Brandassociations are anything that people link or associate with the brand in their minds. For example, people associate gambling and other vices with the Las Vegas, Nevada brand.The Brand PersonalityIt is the composite of different brand personality elements. Focus on 7 to 12 brand personality elements fo r each brand. A brand personality element is usually expressed as an adjective. The purpose of brand personality attributes is to help personify the brand and to give it a distinctive brand voice. Brand personality elements include the following Trustworthy, Innovative, Reliable, Friendly, Rugged, Wholesome, etc.The Brand ArchetypeIt is the be master that implies the driving force or motivation behind the brand. Combined with the brand personality, the brand archetype gives a brand a more human feel. Brand archetypes include The Pioneer, The Wizard, The Scientist, The Sage and The Artist.Other important terms to considerBrand Trigger is a term used mostly in Europe. It refers to anything that is associated with the brand that causes people to think about the brand. It elicits brand recall. Some people refer to a brand motivate as a Brand Mnemonic Device. So, most Brand Identity Elements (name, tagline, logo, jingle, etc.) are or can be Brand Triggers.We also talk about Brand Insi stence Drivers. These five drive customers from be aware of the brand to preferring the brand to being loyal to the brand to insisting on the brand evaluate no substitutes.1. Awareness,2. Relevant Differentiation,3. Value,4. Accessibility5. Emotional ConnectionIn the Brand Positioning process its important to evaluate the market andyour target customers those that are most important to the future of your brand. With this understanding, continue to re-visit your positioning and tighten the focus.