A step-by-step process for discovering your new technology solution brand position.
Brand Positioning Statements provide the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind. While we think this brand positioning statement sets up the creative strategy, it should really set up everything the brand does–equally important for internal as everyone should follow to what the positioning statement says.
Spreading your limited resources across an entire population is cost prohibitive–low return on investment and low return on effort. While targeting everyone “just in case” might feel safe at first, it’s actually less safe because you never get to see the full impact. Realizing not everyone can like you is the first step to focusing all your attention on those that can love you. It becomes all about choices, and you will be much more effective at convincing a segment of the population to choose your brand because of the assets and promise that you have that match up perfectly to what they want.
At the end of the day, we are selling to human beings. Great brands succeed by seeking intimate emotional connections with customers. Whether it is selling a movie, a book, or product, at the end of the day, it is about translating benefits into words and images that ignite emotions in an audience.
Nike whose products are functionally cool and technologically advanced, but connects its brand around creating an emotional connection to inspire its customers to feel like athletes wrapped around values such as aspiration, achievement, and status.
In a New York Times essay on product design, Herbert Muschamp noted the key purchase question has moved away from “what does it do” and toward “How does it make me feel?”
And McKinsey found that customers are loyal because they are emotionally attached. And that brand attachment in the B2B world was even more pronounced.
We have created a brand DNA roadmap. There are four key areas we focus on:
1. Your raison d’etre. Your purpose.
2. Why did you start your business or develop your product?
3. What goals do you want to achieve?
4. Your core competency or why have existing customers chosen you?
1. The target market. What segments offer the greatest opportunity for growth?
2. How do they buy?
3. What are their purchase motives?
4. What is their determining rational need?
1. What are their emotional needs? Avoiding Pain or Finding Gain?
2. How do they feel about your category?
1. Who must you beat to steal market share?
2. How do you stack up?
Matching your product features against the consumer's need states in their voice to answer, "so, what do I get?"
What do you offer that the consumer wants, and the competition can’t deliver?
The more focused your decisions, the more successful you will be: decide on one target, one promise and maybe one or two reasons to believe that help to directly back up your promise.
The biggest thing you have to do is make tough decisions. Find the target of those you can get to love you, rather than trying to sell to everyone that might one day like you. Match up your benefits to the need states of the consumer.
Want to know more? Just ask.