brand positioning exercise

These features are objectively measurable and primarily tangible. Feature-based angle is generally weak when used on its own unless it’s a ground-breaking feature.

Some organizations have even implemented brand behavior recognition and reward systems for their employees. This important work is found in most brand culture initiatives. In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, students consider whether these decisions are logical.

If you need help positioning your product or if you want to rethink the strategy you have in place , write to us at But, as is the case with most things, positioning is easier said than done. Initially, it throws up more questions than it answers, making it seem more complicated than it really is. In essence, however, it is straightforward and simple, provided you know how exactly you should go about it. The features and capabilities that you have and the alternatives lack. The key is to make sure they are different when compared with the capabilities of the real competitive alternatives from a customer’s perspective.

Popular Features

Hence, the product must be easily accessible; especially among small retailers and busy places in the city where students and employees spend most of their day. On the other hand, the ‘blue ocean’ is referred to as a market where there is no competition or much less competition.

The PEST stands for political, economic, social and technological. These factors have to be very, very specific to your market, as well as your specific product. Then, you’re going to prioritise one segment and reach out to this selected segment with market research to validate or quash your assumptions. Meanwhile, much more will be expected of the Icon brands. As political establishments lose their authority, it seems likely that major corporations will take their place.

But at the end of the day, the entire project or product launch doesn’t turn out to be profitable. Therefore, good advice brand positioning exercise would be that you cannot lose out on the perspective that marketing is about providing value to the business.

brand positioning exercise

Once there is organizational consensus around what the brand stands for, then it is easier to rally employees in support of brand’s values and promise. In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value. A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping. The remaining challenge is to then reflect this brand positioning in everything that you do . Most entrepreneurial ideas are born from a desire to improve the current state of affairs.

Step Company Branding Exercise

A brand strategy is a master plan for connecting your unique value with the right audience every time you cross paths. In order to build a great brand, you need to bring them all together in a simple, energizing way to craft a brand strategy that appeals to the right people. How do they spend their weekdays or nights or weekends? Get creative and really try to put yourself in their shoes and paint a picture of what their life is like.

Any founding team can use these exercises to crystalize a consistent voice for those within and beyond company walls. A business model canvas is primarily used to map out larger business plans but is also effective in establishing and defining your product positioning.

Great Startups Deserve Great Brands

A brand is not a logo, a combination of hues from a color wheel or a pithy tagline. It’s the product of deep consideration of your company’s purpose, position and personality.

brand positioning exercise

An effective brand positioning strategy involves market research, customer interviews, as well as a candid assessment of your company’s market position. Brand positioning is the main inspiration and basis of a marketing plan. So, after nailing down your proposal and brand positioning, you must build the four P’s; product, price, place, and promotion. If your brand positioning is well-defined and done correctly, working on the four P’s is going to be easy.

Step 1: Understand Your Frame Of Reference

Brand Positioning is a difficult task which can rarely be completed by one person alone. Good brand positioning is a question and answer proposition, requiring hours and days of intense research, along with a ton of true objectivity. I usually create a team of designer and client who work together. Brand positioning is one of the single most important steps any business can take on the road to success. That means their motivation for the work itself is often low because they would rather be tending to the hundreds of other tasks calling for their attention. In order to craft a strong brand position statement, you need to have done your homework.

Your 20-year vision to expand across state lines or franchise your business is great, but it won’t help you message your current brand. Finally, for the sake of the exercise, forget about your shortcomings or weaknesses and focus instead on how you want your market to perceive your brand. Google and Zoom have a similar immediate time to value metric since they both require an app to perform properly and have free, but limited, usage of their platforms. Peloton’s brand combines convenience with social media positioning strategies to appeal to younger consumers with more disposable income to spend on workouts. The brand has kept a pulse on trends that make the market tick and offers products and services that meet those needs in what seems like real-time. This long-standing rivalry is a textbook example of brand positioning strategy at work. For some customers, geography might be a barrier to experiencing the Target brand since there are far more Walmart stores across the country.

First, Lets Get One Thing Straight About Brand

That doesn’t make the exercise of understanding your competitors’ positioning, messaging, and pricing any less important. And in fact, having that understanding gives you the best chance to position your product in a way that is going to be competitive and fruitful. Where does your brand exist on a matrix comparing the most important features of your product to those of your competitors? So I’d totally agree that brand positioning is about determining where you sit in client’s minds – but it has to take an active, dynamic role, not a passive one. You need your brand to be actively engaging and empowering your customers, not just passively attracting them.

So based on the research you’ve done so far, let’s now take all this into consideration. But the problem is that by doing so, you will end up diluting your focus and therefore confusing your customers. Now, the challenge is to define the right archetypal mix, because often what happens is, I see brands try to cherry pick some characteristic from different archetypes.

Continuing on the same example, “superior craftsmanship” can evolve into “premium source of ingredients” to expand the brand’s positioning on the luxury platform. In other words, functional differentiation is important to ensure relevance for a brand but emotional differentiation is critical for the brand’s survival in the market. Positioning is a combination of art and science that understands the balance between these two aspects in terms of communicating it to consumers. The holistic brand experience for the consumer should be consistent and highlight the balance between functional and emotional aspects. It should not be forgotten that functional superiority is still a critical aspect for brand success. Emotional positioning builds on functional positioning and is not its substitute. Communication is only one of the many platforms that can be used to develop effective positioning.

To start, answer each of the following five questions individually by completing each of the sections below. You can answer with a single sentence, or add multiple bullet points for each section.

Their focus on the product attribute of long-lasting battery life has been very successful. In this strategy, we highlight the product features to gain a competitive advantage.

Brand Positioning Strategy: 3 Key Steps

It’s natural to overcomplicate things when you’re in the weeds of your product. Taking a moment to think about your product in the simplest of terms can be a real eye-opener. With a proven strategy framework, you clients will see you as a competent, strategic designer rather than just hands to do the design work. The next category is Superlative, which positions the company as best in class. So simply look at all the previous exercises and highlight the most important keywords that you think could do for thoughts or ideas.

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