Brand Positioning Strategy

How does your Brand Positioning drive the overall Marketing Strategy?

When it comes to your clearly defining your Brand Positioning Strategy, your brand Value Proposition and Positioning Statement should clearly communicate the benefits your customers will experience and how they will feel as a result. Your Brand Positioning is the conceptual space you want to own in the mind of your consumer. As opposed to your Value Proposition, which emphasizes the features and functional benefits of a brand, the Brand Positioning should articulate the emotional benefits, i.e., the good feelings that customers will have about your brand as a result of experiencing those functional benefits.

At SKIP, we understand that you have tell your customers both what your brand will do for them, and how it will make them feel. Our approach to Brand Positioning Strategy captures what your customers think when they see your brand and it also explains the emotional connection that they have with your brand.

The three key components of a strong Brand Positioning Strategy.

Your customer segments may have different needs or expectations that change as they progress through the stages of the buying process. These are the three Core elements that will provides consistency in your messaging, so that audiences retain that sense of connection with your brand.

  • Value Proposition – Explains to your audience why your brand is uniquely equipped to meet their needs using supportableevidence to describe why your product/service is superior to the competition.
  • Positioning Statement – A succinct statement that describes what your brand does, who the target audience is, the brands unique benefits and supporting evidence for these claims.
  • Reasons To Believe (RTBs) – The evidence-based statements that support the claims that you make about your brand. Most effective when created to align with a specific touchpoint in the buying journey.
Strategic Messaging Framework Core Messages

Your positioning strategy determines how your brand is perceived, by clearly communicating how you deliver unique value to your customers.

How a strong Brand Positioning Strategy drives your Messaging Framework.

Your brand positioning statement is not meant to be communicated directly to your customers. It is an internally facing, strategic document that is used to guide the development of your marketing communications. It works in tandem with your Value Proposition, Customer Personas and Buyer’s Journeys to guide the decisions you make when creating all sales and marketing material.

To be effective your brand positioning needs to include three critical pieces of information:

  • Product Offering – A succinct definition of the category your products or services fall under, often including references to the needs you fulfill or problems you solve
  • Customer Benefits – A compelling description of how your brand solves problems that usually references the emotions your customers experience as a result
  • Brand Differentiation – An explanation of how your brand fulfills needs or solves problems in ways that your competitors do not, in ways that are advantageous to your customers

It’s the old adage, “People won’t remember what you said or did but they will remember how you made them feel.”

Weaving together these three elements to create a compelling vision of how your customers’ lives will be better, allows them to imagine what it will be like to experience your brand. When you are building out your messaging strategy, a general framework for effectiveness is, saying the right thing, to the right person at the right time.

When it comes to customer engagement, what often makes the difference between success and failure is the emotional component. How do you say what you say? How can you make it compelling enough to move people to change their minds and take action? You have to appeal to their emotions. You have to make them feel something.

SKIP combines your Offering, Benefits & Differentiation and tailors it to the buyer’s mind.

Let’s Connect and Discuss Your Marketing Strategy.

To find that overlap between what your customers want to feel and how your brand makes them feel is the role of your brand positioning. How you position your brand will determine how you make your customers feel.

At SKIP, we create and simplify the tools and processes used to define how your brand and your organization presents itself to the world. Schedule a call or send an email to reserve a time to talk with us about your Brand Marketing goals. We’ll respond usually during the same business day.