Having a strong positioning is critical to establishing a successful brand. It is the articulation of what sets your brand apart from the competition in the mind of target consumers. A positioning framework’s goal is to have your brand stand out in a positive way and be the first choice that consumers think of.
What is a brand positioning framework?
A brand positioning framework is a construct that enables you to find the right place for your brand in the marketplace, as well as in the consumer’s mind. In simple terms, it enables a consumer to instantly connect your name with something they may be looking for right now or in the future.
What are the five key areas of a positioning framework?
A positioning framework forces the organization to think through five key areas: Who is the target consumer? What matters the most to the target consumers? What is the brand’s value proposition to consumers? What differentiates the brand from key competitors? What are the proof points to uniquely deliver against the value proposition?
What is a positioning statement and why is it important?
A positioning statement is a one or two-sentence declaration that identifies your product’s unique value to customers in relation to your main competitors. They’re used to ensure a company’s marketing efforts are in sync with the brand and value proposition and are avenues for communicating these messages to the target clientele.
What is the difference between a value proposition and positioning?
A value proposition is different from positioning because they’re a promise you make to your customer and describes the benefits your product or service will bring your customer. Positioning refers to acquiring space in the mind of the consumer.
What is product positioning framework?
10 Dec 2021. Share. Product positioning is about placing your product in your customers' minds by highlighting a unique element that sets your product apart from others in the market. If you want your product to stand out from the crowd and become the customer's go-to choice, you need to nail your product positioning.
How do you create a brand positioning framework?
7 Steps to creating a brand positioning strategyAssess your current brand positioning.Identify and research your competitors.Compare your positioning to your competition.Pinpoint what makes your brand unique.Create a brand positioning statement.Implement your new brand positioning.More items...•
What are 4 elements of a positioning statement?
The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff. We'll talk about these in summary below, but first, there is some work to be done. Before sitting down to write your PS, decisions must be made.
What are the 5 elements of a positioning statement?
Elements of 5 Key Elements in Positioning Statement: Target market, buyers main problem, key benefit, competitors and features.
What are the 7 key elements of product positioning?
Components of successful product positioningPrice.Product application/use.Target customers.Competitive advantages.Ethical values/policies.Speak to your ideal customers.Research the competition.Determine the unique features and value of your product.More items...
What are the 7 positioning strategies?
The seven basic types of positioning strategies are:Product characteristics or consumer benefits. In using this strategy for positioning, the focus is on quality. ... Pricing. ... Use or application. ... Product process. ... Product class. ... Cultural symbols. ... Competitors (relation to)
What are the 3 C's of brand positioning?
The 3 Cs of Brand Development: Customer, Company, and Competitors.
What are the 4Cs of positioning?
The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).
What are the 6 positioning steps?
6 Steps to PositioningSo let's start with what is positioning. ... 1 - Know Your Customer. ... 2 - How do your Customers Perceive You? ... 3 - How do your Employees Perceive You? ... 4 - Find the Gap your Competitors have Missed. ... 5 - What Market Trends will impact what you are doing? ... 6 - Now Position.
What is an example of a positioning statement?
Brand positioning statement: “To be the world's best beverage company”. Being the best means providing outstanding quality, service, cleanliness and value, so that their every customer is contented and happy with their products.”
What are the 6 criteria of a good positioning statement?
Evaluating Positioning StatementsIs it tailored to the target market? ... Is it simple, focused, and memorable? ... Does it provide an unmistakable picture of your product, service, or brand? ... Can you deliver on the promise you make? ... Does it provide helpful direction for designing the marketing mix and other decisions?
What are the 4 types of product positioning?
What are the types of product positioning?Price-based positioning.Lifestyle-based positioning.Characteristics-based positioning.Quality- or prestige-based positioning.
How do you brand positioning examples?
These steps will help you create a brand positioning strategy that's unique to your business.Determine your current brand positioning. ... Create a brand essence chart. ... Identify your competitors. ... Conduct competitor research. ... Identify your unique value proposition. ... Build a brand positioning framework.More items...•
What are the 3 levels of brand positioning?
There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation.
What is brand positioning model?
What is brand positioning? At its core, brand positioning defines and communicates what a brand stands for and is all about. More than just a marketing strategy or tagline, it's an essential part of a brand's identity and perception.
How is brand positioning measured?
15 Criteria for Evaluating Your Brand Positioning StrategyDoes it differentiate your brand?Does it match customer perceptions of your brand?Does it enable growth?Does it identify your brand's unique value to your customers?Does it produce a clear picture in your mind that's different from your competitors?More items...•
4 Questions To Position Your Brand
When it comes to finding out how to position your brand, there are a couple of things to always, always keep in mind (tattoo these onto your intern’s forehead if you have to):
Creating A Brand Positioning Map
To visualize how your brand compares to others in the customers’ minds, a brand positioning map is a highly useful tool to use.
The Golden Circle - Telling Your Story
If you find yourself scratching your head while attempting to find the ‘differentiating factor’ of your brand, employing the use of the Golden Circle might help.
Time To Get Into Position
To recap, there are a few things to cover when you’re crafting a brand positioning.
What is positioning?
Positioning is a strategic exercise used to define what makes your product different from all of the others on the market. It involves finding out what your ideal customer looks like and why your product is perfectly suited to their needs.
What is product positioning?
“Product positioning adds context and structure around your solution so buyers understand it quickly and can digest its value. Narrative Design builds a new universe in their mind.”- Marcus Andrews, Principal Product Marketing Manager, Hubspot.
What is positioning unpacked?
Positioning unpacked. You might know why your product is perfect for your prospective customers, but without effective positioning and messaging it’s unlikely they’ll know or bother to find out. Clearly, developing your positioning and messaging is vital to your product’s success.
How to create a product positioning strategy?
To create a product positioning strategy you’ll need to know your product inside out so you can pinpoint exactly why your target market should part with their hard-earned cash.
Why is positioning important?
Positioning therefore gives your team the edge when it comes to providing measurable benchmarks and goals, so you can see how well you’re performing against the competition, giving you the opportunity to refine your strategy along the way.
Can you have positioning without messaging?
Positioning and messaging go hand in hand, you simply can’t have one without the other, but how do we define them? Let’s start at the beginning.
What is positioning framework?
A properly-executed positioning and messaging framework is designed to be a "one-stop shop" that you can refer back to across your future marketing campaigns for the life of the product, being refreshed as your product evolves over time. It takes an outside-in view, exploring the questions: "What challenges do our customers go through and what is it about our product or service that answers those particular challenges?"
Why is positioning and messaging important?
Your positioning and messaging framework is an all-important tool to get your brand storytelling right. The groundwork you do during this exercise will inform the stories you tell your customers, as well as the selection process for the customers you write case studies about.
How does a landing page work?
Here's how this works in the real world: You write a website landing page using your well-researched positioning and messaging framework. When a potential prospect visits the site, they'll read phrases and words that speak directly to challenges they know they have, which will really strike a chord with them. The narrative you create on your page will help them draw a connection between their pain points and your solution (i.e., your product's benefits), making your business the clear choice for them.
What is the next step in positioning and messaging?
When your positioning and messaging framework is complete, it's time to begin thinking about the next step: your brand narrative . This element of your strategic messaging foundation will help you put your and your customers' stories to work by crafting a clear and consistent voice, character, and position for your brand, and help you find your place in the market.
What is a key statement?
Once you've got all of these elements in place, you're ready to write a key statement – a summary about how the customer's life can be better and improved because of your product. Don't underestimate how long it can take to go through this process, especially if there are a lot of cooks in the kitchen.
Do you have to return to square one with positioning?
If you find that it doesn't, don't panic: You don't necessarily need to return to square one with positioning and messaging framework. Simply go back through the process and take the same intentional approach to clarifying your message.
Why use MPF?
It helps focus your content strategy. With approved value props and feature messaging, it literally dictates pieces of your content with copy-and-paste ease. And using it this way will ensure that your messaging is consistent across all your marketing . As a bonus, if you’re grappling with some writer’s block, look over your existing content and see what pieces of your MPF you’ve missed or haven’t touched on recently. Then find the story to support that.
What is MPF in marketing?
A MPF is a single document that describes your product or service’s unique value propositions and differentiations. It organizes this information from the highest level to fairly granular, feature-specific copy. It aligns messaging so any marketing content you build is advancing your key value propositions. It has the sign off of anyone in your organization who needs to approve messaging - streamlining your content development process.
What is STP framework?
Essentially, the STP framework lays out the classic process of exploring potential customers and understanding them in 3 consecutive steps:
What Is Segmentation?
Market segmentation is when we divide potential or existing customers into groups, based on their shared characteristics, through means such as cluster analysis – essentially coupling them into a scatter plot. On the one hand, a scatter plot shows 2 variables, while segmentation can incorporate many more – we just can’t display them in a single plot. The underlying idea, however, is that these customer groups will most likely have comparable purchase behaviors.
What Is Targeting?
Targeting is the second step in the STP framework. It involves evaluating the potential profits from each segment and deciding which one to focus on. Marketers may decide to offer products to one segment, to all segments, or just a select few. They take into consideration factors such as:
