brand positioning: what it actually means + some prompts to help you establish yours.
Brand positioning is being able to define and differentiate your brand, ensuring it has a unique position amongst others in your market.
It’s important to get this right at the start, as it will form the basis for a lot of your brand marketing decisions. Having said that, it’s not uncommon for brands to reposition themselves over time.
Here are some prompts to help you establish yours:
Are you targeting a niche market?
As the founder, what unique experience and perspective do you bring to the business?
How are you doing things differently to your competitors?
How is your business relevant to the current social, environmental and cultural climate of today?
Is your service or product offering premium, convenient or low-cost?
What value are you offering your consumer?
What is your business fighting to change or improve?
What value are you offering to your consumers?
YOUR TURN:
It can help to summarise your brand positioning into a statement. Try summarising it in 1-2 sentences. (tip: think what, to who, how & why)
Example: Mailchimp’s Positioning Statement
“Mailchimp is an all-in-one Marketing Platform for small business. We empower millions of customers around the world to start and grow their businesses with our smart marketing technology, award-winning support, and inspiring content.”
