A lot of start-up these days come up with ideas and start working around it and hope that it will become a success. And they are so much focused on the idea that they sometime miss out on the idea of creating a brand. I don’t mean only B2C but also B2B2C and B2B. For brands to be successful it is imperative to get their positioning right, it is the essence which defines the brand. Today brand is not what a company tells its customers but what one customer tells another customer. So you have to be clear and ensure that customers talks what you want them to talk and not let me make up your brand.
In simple words brand positioning is positioning your product to meet the needs of the target segment. But it has to be thought through carefully and in a scientific manner. Because this brand positioning statement will sow the seeds for your future.
Lets take the example of Apple Computers remembers later they became Apple.
Positioning statement of Apple computers: Apple computers offers the best personal computing experience to student, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings.
This positioning has three different segments
Who are the TG: Student, educators, creative professionals and consumer
Point of difference: Innovative
Frame of reference: Personal computing
All these three pieces should come together to form a strong positioning statement.
Positioning is a strategic idea; it should determine what products you should develop in future. Part of the art of getting the right positioning is figuring out who is the right target audience to go after. Remember that positioning should be defensible, which means others should not be able to copy it easily. Positioning also means making choices, you cannot be everything to everyone. You must focus. If you try to be everything then you wont be anything. Once you have your positioning clear you can decide the messaging. Remember messaging is more tactical in nature; it will and should evolve with time.
The frame of reference in the positioning statement is not unique to the brand, its shared with the category that you are operating in. These are the must haves for the brand in the category. E.g. In order to be a coffee shop one needs to have good coffee. Sometimes you can change the frame of reference in the category but very soon competitors will catch-up and then it will no longer be the unique to you. E.g. In car category when a brand introduced automatic gear shifting, it was an USP but very soon it became parity. So you have to make your USP very distinct and if possible emotional because one can copy the product features but it is difficult to copy the same emotions.
The point of difference is basically your USP (the reason to believe), which you want to hold as a brand for a long period of time and make it difficult for competitors to copy. It can be anything, product attribute, imagery, performance, benefits, design, it can be anything that you can own and differentiate your brand. When choosing a point of difference make sure its desirable to your customers, also ensure that you can deliver, don’t over promise.
Keep the above factors in mind and draft a positioning statement for your brand.
For Target Audience that needs / care about , company / product / service is a category / solution that benefit.
Unlike competitor, company/ product / service is unique differentiation.