Better Call Paul
Delfino Marketing Communications, Inc.
Establishing a Brand Positioning Statement
by PD | Posted Feb 18, 2016 | branding
The creative process isn't just about generating ideas, it's about generating ideas that will succeed because they are based on sound thinking. If your agency or internal team isn't following a proven process for brand positioning, then good luck to them. It doesn't mean they might not strike gold (like my brother-in-law likes to say, even a blind squirrel finds a nut once in awhile), but it might be fool's gold.
So, what's best for your brand, selling the steak or the sizzle? Have you considered the points of reference the end user will be using to catalog your brand? Have you looked beyond the practical benefits and thought about the emotional end benefits of your brand? How about customizing your messaging for core users, occasional users and non-users?
For some, these are basic questions that you consider on a regular basis. For others, this can be a radically different way to think about branding. Over the years we have worked with a number of different tools designed to answer these questions and generate brand positioning that will be effective across a variety of demographics and target markets. In all cases, the basic format has revolved around these questions:
In the quest to establish brand positioning, the steps above represent just the beginning. What comes next – the real challenge – is taking this information and formulating a message out of it. Whether it's a creative theme, a corporate tag line, a brand launch or an advertising campaign, the process outlined above is a proven method to create messaging that's based on sound marketing principles.