Brand Positioning

Brand positioning defines the conceptual space the brand should play relative to competitors and is fundamental to marketing, communication and messaging development.

An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value.

Components of a Positioning Statement

In defining a brand’s positioning, we focus on the following four key components of a positioning statement

• Category frame of reference
  What is the competitive context? With which product category should the brand be associated?
• Definition of the target market(s)
  Who is the brand being built for?
• Statement of the key points of difference
  What benefits should the brand stands for and deliver on?
• Reason(s) to believe
  What proof points need to be demonstrated?

Strategy Objectives

Our key objectives of brand positioning include the following

• Relevance is the priority.Customers must find the brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is.
• Differentiation is critical and the key driver of positioning success. The brand must be unique vs. competitive offerings.
• Credible and attainable is the final measure. We credibly provide and showcase your offering, to ensure that the customer is not left with an empty promise.

We believe it is critically important when developing a brand positioning strategy to deliver on all three positioning objectives at the same time.