Brand Positioning: Making a Statement for Brand Success

Brand positioning is how your brand is perceived by your market. You may have intentionally crafted the perception, or it may have developed on its own, but it exists.

Pricing, customer service, tone of voice in your marketing materials, colors, fonts, graphic choices… they all have an impact on the overall perception of your brand. A strong brand position, one that is well crafted and implemented, will provide a positive and guiding influence over your target audience, reinforce your company's unique qualities, and set your business apart from the competition.

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Developing an effective and honest brand positioning statement and strategy.

The Bravvy branding process starts with Discovering Your Brand in Module 1. This is where you discuss, research, and analyze the company goals, business objectives, audiences, competition, and services/products. Out of this information, the existing brand position emerges and is further refined in Module 2 of the Complete Series. Once the positioning statement is created the business owner will either have a written statement to help guide their brand decisions or potentially become aware that steps should be taken to correct the skewed brand perception in order to align with a targeted brand position.

How to Write a Brand Positioning Statement:

Brand Positioning is just one of the step-by-step worksheets included in the complete Build a Savvy Brand series, and the following information is intended as a supplement to the worksheet.

As you work through the worksheet keep in mind that while these points may sound simple to answer, an honest assessment is often quite difficult for a business owner to achieve on their own as they often have a clouded perception of their brand. Working through the full Bravvy series alleviates this issue and allows you to clearly access how others perceive the reality of your brand.

First, define the background information:

  1. Analyzing the current brand perception. This can be achieved by talking to current customers, and prospects to evaluate how they perceive the company.
  2. Compare and contrast to your competition. A hard and honest look at competitors helps a business understand what they are doing right, as well as doing wrong. Understanding how the competition is positioned also helps a business gain insights on how to better serve the industry.
  3. Define how the business WANTS to be perceived vs. how it IS perceived vs. how it SHOULD be perceived. The business model and the industry being served impact what would be called the “correct” brand perception. We ask our clients how they want to be perceived and compare that to what the industry is seeking. This helps to define how the business should be perceived to achieve a successful brand positioning statement within the industry.

These three areas of research allow us to collect analytical data and emotional value to put towards crafting a brand positioning statement. With this background information in place, the next step is to formulate a statement based on brand focused key points:

  • Target Audience: The who you are in business for.
  • Your Market: The where your brand services—your industry, competition, and service or product relevance to your audience
  • Your Brand Promise: The what your brand is going to deliver, be it emotional or physical, to your target audience.
  • Your Brand Proof: The why your brand is to be believed to deliver on the brand promise.

Almost there! The research is complete, and the “who, where, what, and why” are defined. Now, the easy part—a formula that combines the data and analysis into the final position statement:

{the who} look to {company name} as {where} resource for {the what}, based on {company name}’s {the why}.

Using your brand positioning statement:

A brand positioning statement is intended for internal use, to define the “who, what, how, and why” behind the brand. It is not a tagline, it is not a slogan, it is not going to be recited by your audience—but if well executed it will resonate with them. Most importantly, this statement will help you make clear and objective marketing decisions for your brand.

With a clearly defined brand position and strategy, you can easily decide if your brand is on target or needs re-branding. As well as clearly communicate with your design team and help ensure successful implementation of future design projects.

The Bravvy process also walks you through creating Brand Backbone Points and a full brand development plan. These backbone points are distinctive segments of {the what} and {where} (sometimes influenced by segments of {the why}) that help guide branding and marketing decisions.

With a defined brand position statement and backbone points, key decisions for promoting a brand building a brand positioning strategy become an easier process. If an endeavor strays too far from or directly contradicts one of the main elements of the brand position, it will generally do the brand more harm than good. Likewise, if an endeavor would directly promote one or more points of the backbone, it should be seen as beneficial to the brand.

If you are seeking to overcome hurdles you face with outperforming your competition, reaching and resonating with your target market, and clarifying your brand promise to prospects, it’s time to define your brand's position in the market. Working through your brand can provide a clear view of how your audience sees you, vs. how you think they perceive you—and the Bravvy Build a Savvy Brand series was created to enable business owners to complete the process on a small business budget.

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