Read moreSimplicity is easy to use but can be hard to design. You may need some creativity
Read moreThe specialist has a chance to use their field of expertise as a point of differentiation – I believe that the true road to pre-eminent success in any line is to make yourself master of that line
Expert Quote
“An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore”
– Simplicity – Edward de Bono, 1998
Truth Quote
“This is the day of dramatisation. Merely stating a truth isn’t enough. The truth has to be made vivid, interesting dramatic.”
-How to Win Friends and Influence People – Updated version, Dale Carnegie
Quote on Brand Names
“Young man, make your name worth something. The men who have succeeded are men who have chosen one line and stuck to it.”
-Andrew Carnegie, 1835-1919
Read moreAn expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore
Read moreThis is the day of dramatisation. Merely stating a truth isn’t enough. The truth has to be made vivid, interesting dramatic.
Read moreYoung man, make your name worth something. The men who have succeeded are men who have chosen one line and stuck to it.
Read moreThe way to become rich is to put all your eggs in one basket and then watch that basket.
BRAND POSITIONING STATEMENT
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.
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