How We Used April Dunfords 10

brand positioning exercise

The ‘selfish gene’ of evolutionary theory is the marketer fighting to survive. This means competing with rival companies against the background of a constantly changing consumer environment. If the client is targeting several market segments, it’s fine to produce multiple personas. That said, it’s best to be focused here, so try to keep them to a minimum. Here, the goal is to demonstrate and visualize the client’s market position, thus clarifying their unique selling proposition in the eyes of customers. Concentrating on four ensures that the brand style doesn’t become diluted. It’s worth noting that the chosen keywords may or may not appear in the brand’s messaging, and they aren’t necessarily meant to be customer-facing.

Be honest here about the services and products you provide. To start, go through each of the cards and identify which cards best describe your brand persona today, whom you’d ideally like to be, and who not. You don’t have to use all of the cards, only the ones that resonate. Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. Model frameworks, brand cases and checklists on Asian branding. Brand positioning in today’s hyper-competitive markets has become challenging and difficult to formulate.

The Brand Master’s Bundle

Denny succeeded in curbing the flow of lapsed users to its competitors. In unfavourable economic circumstances, the results show how product innovation could still bring new customers into the category. Private label and discounter brands were flourishing, showing consecutive monthly gains in share. In-store, Denny shelf brand positioning exercise space was being squeezed and consumers were increasingly interrogating brand loyalties and price. All resulting in an increasingly commoditised pre-cooked sliced meats market. This is remarkable for a product that had already been in the market for several years and had never achieved a growth of this magnitude.

Brand positioning brings to light the viability of your product or service. It can also show alternate paths, and even reveal new opportunities.

brand positioning exercise

Brands can now enter a consumer’s consideration set much later in the purchase process and sometimes even close to the final decision. Alternatively, brands can drop off the consideration set as the consumer actively evaluates and searches for more information. Brand positioning should be strong enough to make the brand stay in a consumer’s consideration set in an increasingly non-linear decision making process. Positioning is primarily about being able to maintain a consistent perception and image for the brand in the hearts and minds of the consumer.

Bringing Your Positioning To Life

Therefore, when you do this exercise, your outlook must be broad and not just limited to one category or one industry. You may even create a mixed frame of reference like Starbucks. Number three, the third criteria that we have to consider is that the segmentation needs to be profitable. Keeping in mind that when you cover a large segment with low margins, that ends up providing the company with a sound total profit, ultimately. Alternatively, going for a smaller segment with higher margins will deliver profits to the business as well. So, you need to consider both the size of the segment and its level of profitability.

As you can see, a strong brand makes all the difference when entering or competing in any market. A unique brand positioning strategy is critical to making a statement, getting your target audience’s attention, and successfully growing your brand. Use the brand positioning strategies and frameworks outlined in this article to place yourself in the sweet spot of your target market.

The positioning of a product decides how multifaceted it is, not the other way round. In fact, with the right approach, you can identify a sub-segment within the market that would be ideal for your product’s intended frame of reference and go on to make it truly your own. By going through the list of unique features you made in the previous step, you will start identifying patterns of value within them. Basically, how a feature or a combination of features could be used by a customer in real-time. For instance, if the unique feature of your product is ‘multi-platform accessibility’ then you could talk about how it can be used interchangeably across Windows, Mac OS, iOS, and Android. But the problem is, we still position it based on the first idea we had of it before the product’s inevitable mutation.

Target Vs Walmart

When there is a disagreement, have people discuss their points of view. Aim to come to an agreement about whether it’s relevant or not. Try to whittle down the list to about that everyone thinks genuinely apply to describing your company.

  • Developing a brand strategy can be a daunting task, but when you have a clear process and the right toolkit — it’s fairly easy.
  • Says, “A brand is simply a gut feeling and a promise.” Your brand equals the gut-feeling your audience has when your company’s name comes up.
  • Include what perception the content maps to again so it’s easy to stay focused when writing and editing.
  • The only way to overcome this was to create a clear image able to penetrate the mind of the relevant customers.
  • Apple’s products are different from all others on the market.

Starbucks, on the other hand, focuses on highlighting craft and offering a more traditional coffee shop experience. Positioning a brand can seem overwhelming at first — with so many touchpoints, it can be hard to prioritize a key message. A brand positioning framework like this one can help your brand positioning strategy.

That year, Chobani also increased total brand awareness with total awareness over double the target. Distribution and share of voice have also grown despite their budget is lower than their previous campaigns. The brand’s objective was to craft a strategy that would expand its market share by encouraging consumers to think of yoghurt beyond the typical breakfast. Specifically, the attributes and characteristics that customers truly value your offering. In other words, what differentiates you from the other choices; why they choose your brand.

Brand Positioning Basics: Establish Your Brand In Easy 4 Steps

Your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company’s offering is part of the solution. After analyzing yourself, it’s important to analyze your competition by performing competitor analysis. You need to see who you’re up against to conduct competitor research. That research will help you decide what you can do better in your strategy to gain an edge.

  • With those grades in place, then you can visualize the results to understand where your brand fits in the landscape compared to competitors.
  • For example, a small car makes it easier to park in small lots; it offers comfort and convenience.
  • Apple Music uses a quality-based approach, touting its 60-million song catalog as a principal attractor.
  • In the Spring of 1917 American’s found themselves entering one of the deadliest wars in human history – The Great War.
  • In the database market frame of reference we had one good feature, but we were still a lousy database, even if you had loads of data.
  • Coming back to my database example, we originally thought about our target market as “Any company with a very, very large amount of data”.
  • They’re one of the most valuable and recognized brands across the globe.

We agreed that we can probably employ the “user onboarding” trend to make Userlist a more attractive purchase. Adoption is something that many SaaS business care a lot, and it’s also a popular topic in the community.


With features like taking notes, making lists, bookmarking pages, which ones should they highlight? Evernote has stood out among the sea of productivity tools through clear and consistent messaging that focuses on the benefits—not features—to the user. One way to understand what sets you apart is by conducting a product/market fit survey where you get feedback from people who have used your product. Ultimately, you want to set the right context around your brand to make your value clear. Use this guide to run brand strategy workshops with your clients prior to doing any type of design work. But running workshops and building a brand strategy will bring tremendous value to your clients and to your design practice as well.

brand positioning exercise

Find a list of common brand values and pick 3 to 5 that fit best. Lastly, find values that you would like to adapt to ensure designing those positive experiences and feelings. And then, in the next one, let’s focus on feelings that this negative experience left you with. So in the first cell let’s list at least 3 negative experiences. Define your brand values and create a culture and driving force for what to stand for in the world. And thirdly, let’s determine your core values and philosophies. So here, we need to create a rough map of where your brand is heading, and this is an opportunity for you to dream big.

She leveraged her experience in positioning several brands throughout her career to document an actionable framework for success. We believe this is the most comprehensive and actionable approach to brand positioning. We will review each step and provide tips to ensure success. The market you describe yourself as being part of, to help customers understand your value. Market categories serve as a convenient shorthand that customers use to group similar products together.

Her experiences helping early-stage startups find their go-to-market strategy and large companies introducing new products are close to legendary. When done right, perceptions become the guiding force behind the story you are telling, what you create, and how marketing operates. We’ll be covering all of these topics in upcoming newsletters.

Most likely, there’s at least one match for your ideal customer. Another option for small businesses is to approach local business owners and help them with their services. In return, you can ask them for an interview for your product positioning research. Avis wholly owned that positioning, and it became the core of their marketing strategy. They created ads saying why they try harder than the number one company. The campaign was a massive success and increased their market share considerably.

An out of balance brand positioning statement sets you up to fail because it gives people a false sense of who the company is and what it is achieving. It also misinforms key personnel, the brand itself, and marketing elements such as customer service, strategy, messaging, and advertising. This is done through crafting a brand positioning statement. This is a brief and concise description of who your target group is and the competitive advantage your brand has against its competitors. A positioning statement serves as a short summary of the key elements of your brand positioning strategy. It’s an internal-facing tool that can be used to help align your marketing and sales team on your brand’s most critical points of value for different audiences. The goal of brand positioning is to claim a particular position in your customer’s mind.

But for the most part, these two retail chains are earning their fair share of the market. Are you currently marketing your product or service as just another item on the market, or are you marketing it as something distinctive? Your current brand positioning gives you important insight into where to go next.

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