Positioning (marketing) - Brand Positioning Process

Brand Positioning Process

Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s).

Generally, the brand positioning process involves:

  1. Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions)
  2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
  3. Documenting the provider's own positioning as it exists today (may not exist if startup business)
  4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation
  5. Developing a distinctive, differentiating and value-based positioning concept
  6. Creating a positioning statement with key messages and customer value propositions to be used for communications development across the variety of target audience touch points (advertising, media, PR, website, etc.)

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