What do we want our brand to stand for in its core consumer’s mind? This must be the first question for Brand Managers while writing the Brand Positioning. The most basic of all strategic statements, underlines all strategic decision both short and long term. It defines the way the brand will compete in its competitive market segment.
- Who is it for?
- What’s in a Name?
- How does it function?
- How does it compete with the competitors?
- How is it better than the competitor?
- Why to Buy?
The precise answers are the anchor for all the form of Brand & Advertising Communication. Ideally, it is the blueprint for overall marketing and development of the Brand.
Six Elements of Brand Positioning Statement
1. Target Consumer – Who is it for? This is the major question every Brand Manager must finalize within the team including top level management BOD (Board of Directors) to Executive Level. When it comes to defining TG (Target Group) it’s not about the demographic set but about the people with certain mindset that we want to cater our Brand.
2. Brand Name – What’s in a name? As Ray Kroc, founder of McDonald’s said, he could have started any burger business himself but, it would not have been successful yet if he didn’t have the name McDonald. In his version the name is associated with and represents the American glory in the world. Eventually, the name led to the Brand’s success through the emotional connection.
While in the business process, we too should choose the appropriate brand name which can lead us far ahead and turn into competitive advantage.
3. Brand Personality – How does it function? Like individual human personality, Brands too, have to be defined by their specific personality. This personality should align with its core TG. It is usually depicted through the creative execution in form of advertising communication. Celebrities mostly feature to endorse the Brand Personality through its appropriate Brand Tone.
4. Product/Competitive Frame – how does it compete with? Like in Cricket, every player necessarily may not excel in all formats like Test Match, ODI or 20-20, but s/he can excel in one format. Likewise, the particular Brand has to choose its own field which can lead them to winning zone.
For example, in 4 Wheeler’s Category, Maruti plays in Economical Category whereas Mercedes belongs to Status Symbol Category. Switching the category or playing in competitor’s category can lead to the loser zone.
5. End Benefit – Why to buy? When it comes to Brand Communication, it’s not about the product’s features but all about the advantage and benefit that your end consumer gets. The fifth element, end benefit is the major benefit that describes why should your consumer buy your brand? Eventually it determines the acceptance of the brand in consumer’s mind.
6. Rational Supports – How is it better? When we give our consumer the reason to purchase our product, a definite question arises about how it is going to be better from the competing brands? Some of the trending benefit terms in Nepal are Japanese Technology, Herbal, Organic, Made in Nepal, etc.
Example of Positioning Statement
Breaking down the statement: “For young, upscale parents, Volvo is dependable, tough family vehicle that offers family safety because of its steel frame & Swedish constructions.”
|Target||For young, upscale parents|
|Brand personality||Dependable, Tough|
|Competitive Frame||Family vehicle|
|End benefit||Family safety|
|Support||It’s steel frame, Swedish constructions|
I believe these questions and elements will definitely help you in writing clear and appropriate Brand Positioning Statement for you Brand.
Founder & CEO , M.A.D Consultant Pvt. Ltd
The author is a professional Brand Consultant who wants to extract the brand from his experiential knowledge