BUILD YOUR OWN BRANDCAST: S2 E5 BRAND POSITIONING
 
Welcome Back to the Build Your Own BRANDcast!
 
What does Brand Positioning mean to you? We’ve learned that this term can be confusing for many, so we’re here to clear things up. In this episode we’ll define the concept of Brand Positioning and explain its importance and how it increases the value that you offer. Tune in and tune up your brand.
 
Enjoy!
 

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EPISODE HIGHLIGHTS
 
Let’s talk about positioning in the marketplace. The positioning of your brand in the marketplace is strongly contingent on whatever your value proposition is. It’s about identifying what your differentiators are, what makes you unique and what you bring into the table. When you’re able to be very clear about the tangible benefits that your brand brings to the table, you’re able to actually internally identify a location around which you can fortify yourself.
 
Where does branding come into play? Fortifying yourself is where the branding comes into play because this is where you take that position and you begin to describe it to the marketplace. This is where you talk about your personality, the tone of your brand, and the emotional experience behind your brand.
 
What is brand positioning about in a nutshell? It is identifying the position and then branding that position so people understand it. Check out this Airpods commercial to get an idea of how a company like Apple gets their brand positioning done.
 
Why is it important that we not only find a good position for our brand to fortify but also brand it? It’s really important because it helps you to manage perceptions in the marketplace. Defining that position is going to allow you to create a vision in the mind of your consumers so that they’ll understand exactly what you’re about, what you bring to the table, what they can bring to the table, and whether or not they should invest some type of emotional response or some type of equity into your brand. Also, it allows you to focus more on the consumer rather than the product. When you focus on just your product, what tends to happen is you look at similar products or you go in completely blind just hoping that your darts are hitting the board.
 
What should people think about when they’re coming up with their brand positioning?

* Being the first.
* Authenticity – the claim to be genuine, to be the real thing.
* Being the leader, being number one.

 
What are some things that you can use to build a strong brand positioning statement? Especially as you’re building our your brand positioning, if you want this to be relatable and something that humans are going to identify with and perceive to be valid, you’ve got to apply certain characters or aspects to your brand positioning.
 

* Essence. What is the unique value that you deliver? When we come up with essence, we try to really specify with one word or a very short phrase. This is something that you want to keep to the point.

 

* Values and characteristics. What do you believe in? How do you behave? What do you stand for? Those are the core questions that we’re looking to answer. What words describe you? What do you use to guide your actions and behaviors?