What is it and why is it important?
Your brand positioning is how you are positioned within the market or category. It’s what you stand for. It’s the space you occupy in the minds, hearts and lives of your target market. It’s how you stand apart from competitors in a way that is relevant and compelling to your audiences. This can often be summed up as a word or two:
Brand value proposition or customer value proposition
Your value proposition talks directly to the category problem, expressing what you offer that is of value to your customer to make their lives a little better, different to competitors. It will be accompanied with the proof points, the reasons why they should believe you.
At the brand level, the value proposition forms part of the positioning statement.
Each customer segment will have a customer value proposition that sits under the brand umbrella and talks directly to the customer segment value and needs.
Think the Jean-Claude Van Damme Epic Split ad. This clearly communicates their brand positioning of safety, as well talking about the product features and benefits of Volvo trucks in a way that appeal to their target audience segment of truck drivers, as well as the wider audience.
Please note that these examples are developed from information that is readily available online. They may not be exact. We do not share confidential strategies of our clients.
Your brand is the sum of all parts, including your brand positioning, brand value proposition and proof points as well as the brand-customer experience, segment customer value propositions and experiences. Every experience matters and either adds value to or detracts from your brand and your reputation.
How we go about it
The below is high level. We’ll detail the steps according to your business and brand requirements.
Please contact us to discuss further what we can do for you.