Why Brand Positioning Matters and How to Develop It
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Brand positioning underpins your marketing and sales. It tells prospects and customers what you do, who you serve, how you're unique, and why what you do matters.
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Why Brand Positioning Matters and How to Develop It
- 1. What is brand positioning….and why does it matter?
- 3. Positioning ..helps consumers understand what you do and why it matters (to them).
- 4. Positioning …helps you make key decisions that affect your customer’s perception of your brand.
- 6. Companies need positioning because consumers have choices, and if you don’t stand out, you lose. - Marty Neumeier
- 7. Customers are distracted…. and it’s increasingly difficult to get them to pay attention.
- 8. It underpins your marketing and sales activities
- 9. Positioning Deliverables More and better leads and higher- quality prospects Stand out from the competition More impactful marketing and sales.
- 10. “15 minutes could save you 15% or more on car insurance”
- 17. How to Discover Your Positioning (Look inward) • How is your product different or unique? • What do customers like about your product? • What don’t they like? • What are the most widely-used features? • What do they talk about on social media, forums, and with customer service?
- 19. How frequently do you talk to customers? On regular basis From time to time Occasionally Almost never
- 20. Cross the Chasm What you think about your product and how it delivers for customers What customers think about what you do and how their needs are met.
- 21. Explore Competitors Positioning can’t happen within a silo It needs to take into account how rivals position themselves.
- 23. What is your product or service? Describe it in one-sentence. How is it unique or different than the competition? …..even in a small way. Who really needs your product? Who is your ideal customer? What are your customers’ biggest problems or needs? What are the biggest benefits? What is the impact on users? According to customers, what are your product’s strengths and weaknesses? Brand Positioning Worksheet
- 24. Brand Positioning Statement Template For _________________________ Targeted customers Who need to __________________ Solve this problem We (your company) _____________________________________ Describe the product and the value delivered Unlike the competition (e.g. ABC, XYZ), our product.... ____________________________________ How your product is unique
- 25. Brand Positioning Statement For B2B companies that need to reduce churn We sell software that lets customer success teams provide timely and relevant insight and content to clients. Unlike rivals such as X and Y that sell based on robust features, our software is beautifully designed and intuitive to use.
- 26. Pollinate Your Positioning Website Sales and marketing collateral Advertising campaigns Presentations
- 27. Measurement Brand positioning can be hard to quantify
- 29. But….. There are ways to determine if your brand positioning makes an impact
- 30. A/B Test and Validate Your Positioning Customers & Prospects Website Campaigns Presentations
- 31. About ME I’m a fractional CMO for B2B companies looking to drive more engagement, attract better prospects, and grow sales. My areas of expertise include brand positioning and messaging, strategic planning, and overseeing tactical execution. I work on a part-time, strategic project, and advisory basis.
Notas do Editor
- You can’t be all things to all people It help to identify what you’re not.
- This is what you get from brand positioning. Later in the presentation, I’ll about how to measure the impact. So, let’s connect the theory to reality and look at some real-world examples of brand positioning. Remember, brand positioning is about helping consumers think about you in a certain way.
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