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.
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.
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.
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.
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.