A Brand Positioning Statement, also known as a slogan or a strap line, is the creative interpretation of the Brand Promise or USP which we discussed earlier.
Brand (Positioning Statements) should be able to hold their position in the long run and ideally achieve the following 4 criteria:
- Differentiate the business (Communicate the USP)
- Provide a Creative (Campaignable and Sustainable) platform
- Benefits should be ideally expressed explicitly to the customer
- Provide support to the brand name
Even when designing a brand from scratch it is difficult to satisfy all 4 criteria, so meeting 3 for a new brand or even 2 during a re-brand is often a great result.
You need to communicate with:
- Clarity
- Consistency
- Compression
to ‘cut through’ the clutter that is now prevalent in most service and product categories to consumers who are bombarded by more commercial messages than ever before!
So how do we do this?
Firstly we need to “own “own” a place in the consumer mind.
the easiest and most effective way of “owning a place in your customers’ and prospects’ minds is to focus on the things that matter. Most small and medium enterprises do not have the time or the money to be all things to all people, in fact neither do the very big companies, and when they try, they end up meaning nothing to anybody.
The result is at best mediocrity.
Focus demands Sacrifice – To own something you need to give up something else. Focus on the particular type of buyer. Markets consist of buyers who differ in their:
- Wants
- Resources
- Locations
- Buying attitudes
- Buying behaviours
Simplicity adds value, by adding a halo effect for other benefits:
- Simple benefit (the most important promise) oriented word works best no matter how complex the product or market.
- The word must be exclusive.
- Avoid change, personalities don’t change, neither should your Brand.
- Positioning takes years and people don’t really change.
Next we will illustrate the power of brand positioning and focus with some examples.
How 2 Players Effectively communicated their Brand Positioning
Here are 2 industries and examples how the different players have through focus have found their niche and then effectively communicated their brand positioning.
Examples of the segmentation and brand positioning in the car…
Examples of the segmentation and brand positioning in the car industry.
Positioning examples through segmentation in the car insurance…
Positioning examples through segmentation in the car insurance category.
Most of the builders don’t have a positioning statement…
Most of the builders don’t have a positioning statement and are missing out on a great opportunity to truly connect with their prospects as well as be able to develop creative and more effective communication.
There is always an opportunity to be the “first”…
There is always an opportunity to be the “first” through even more focus. At the same time one has to be careful to protect their brand name!
…and then you can focus some more!
…and then you can focus some more!
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