Brand Positioning Strategy
Brand positioning is defined as the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand. An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value.
In defining a brand’s positioning, it’s useful to think of 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 target market(s): Who is the brand being built for (i.e. the center of the targeting bulls-eye.) Learn more here.
Statement of the key point of difference: What benefits should the brand stand for and deliver on?
Reason(s) to believe: What proof points need to be demonstrated?
In crafting a positioning statement, the following positioning statement framework is often used:
To (target audience) Product X is the only (frame of reference) that (benefits delivered) because (reasons to believe)
You can use this positioning template to ensure discipline in making these important choices.