DAY 14 - UNDERSTANDING BRAND POSITIONING
There's no doubt that everyone who is passionate about the business they own/run/work in wants it to be as good as it can be. But to just say that you want to be 'simply the best' in your field won't cut the mustard when it comes to positioning your brand in the hearts and minds of you customers. Today's task is about helping you make useful choices about who you are as a business.
Think about the various key attributes of your business. Create yourself a grid and place the attributes down the left hand column. Once you have done this, work across the rows and fill in the possible variables for each attribute. Try not to think too specifically about your brand at this stage, think more general terms. (Have a look at the example table below to help you.)
Once you have completed your grid, return to each attribute and mark which variable best describes you. You should start to see a clear picture build up as you mark up the rows.
Now, for part 2. Return to the grid and go through the same process, but this time, do it for your competitors. How to they fit into the picture and what distinctive qualities to they have?
You can now start to compare yourself with your competitors and see where you are 'positioned' in the market place. What does that tell you? Are there adjustments you need to make in order to improve your situation? And what advantages should you be shouting from the roof tops?!
FIND OUT MORE
For more information on this technique and the rest of our 30 day branding posts, grab yourself a copy of Simon Middeltons book, How to Build a Brand in 30 days.
COMING UP TOMORROW - DAY 15
Once upon a time, there was a fabulous brand story...