The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Jack Trout published an article on positioning inand regular use of the term dates back to when Ries and Trout published a series of articles in Advertising Age called "The Positioning Era.
Print A brand positioning statement focuses on the consumer target your brand will serve and the emotional and functional benefits your brand will stand for. A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does.
With your consumer in mind, your brand positioning should find the ideal balance between functional and emotional benefits. There are 4 elements that make up a brand positioning statement, including who will you serve, where you play, where will you win and why consumers should believe you.
These are the consumer target, category, main consumer benefit and support points: Who is the consumer target? What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand. Where will you play?
What is the competitive set that defines the space in the market your brand competes in? Positioning is always relative to who you compete against. For instance, a brand is never fast, it is faster.
Where will you win? What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating and own-able? Do not talk about what you do features. Talk about what the consumer gets functional benefitsand how the brand makes them feel emotional benefits.
Why should they believe us?
Understand what support points and features are needed to back up the main promise. Moreover, these support points should close any potential doubts, questions or concerns the consumer has after hearing the main promise.
Before you just randomly write out a brand positioning statement based on your intuition, I will force you to think deeper to focus your decisions on the best possible space for your brand to win and own.
Who is the consumer target market? The 7 key questions to define the consumer target market: What is the description of the consumer target market? What are the insights we know about the consumer? What does the consumer think now? How does the consumer buy?
What do we want them to see, think, do, feel or whisper to their friends? One of the biggest mistakes I see Marketers make is when they pick too big of a consumer target market. A smart target market not only decides who is in the target but who is not in the target.
There seems to be an irrational fear of leaving someone out.
You should stop thinking about what your brand does and start thinking about what your consumer gets. This will help your positioning statement come alive.
The 4 steps to build a Consumer Benefits Ladder: Leverage all available research to brief the team, helping define the consumer target profile with consumer insights, need states and the consumer enemy.
Brainstorm all the possible brand features that your brand offers, plus any brand assets. Make sure that these features give your brand a competitive advantage.
What are the functional benefits? To help Brand Leaders, I have taken the 9 functional need state zones shown earlier in this chapter and expanded the list to over 50 potential functional benefits that you can build around.Positioning is the heart of any Marketing Strategy, the core that you must get right.
It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. Although your products might appeal to a large group of people, it doesn’t make sense to market to everyone.
Your brand will have what is called a “target market.” You need to identify the people who really want or need what you’re offering. Targeting, or “segmenting” these people means. The Global Positioning System (GPS), originally Navstar GPS, is a satellite-based radionavigation system owned by the United States government and operated by the United States Air Force.
It is a global navigation satellite system that provides geolocation and time information to a GPS receiver anywhere on or near the Earth where there is an unobstructed line of sight to four or more GPS. Identifying a target market helps your company develop effective marketing communication strategies.
A target market is a set of individuals sharing similar needs or characteristics that your. A free study guide that clearly explains target markets, designed for university-level marketing students. A free study guide that clearly explains product positioning, designed for university-level marketing students.