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1 Catalyst Strategies Make Growth Happen www.catalyststrategies.com Brand Positioning Framework “If you do not position yourself, your market will gladly do it for you.”

Catalyst Strategies Brand Positioning Framework

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Catalyst Strategies' Brand Positioning 101 Framework and Self-Assessment

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Page 1: Catalyst Strategies Brand Positioning Framework

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Catalyst StrategiesMake Growth Happen

www.catalyststrategies.com

Brand Positioning Framework“If you do not position yourself,

your market will gladly do it for you.”

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To embed into your targets’ minds…

What’s the End Game?

“Why should I buy your product?”

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By consistently* communicating a …

How Do You Get to the End Game?

*Over multiple years, across all touch points

…single-minded, compelling, differentiated, sustainable, andbelievable positioning and backing it up with reality.

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What’s in a Positioning Statement?

Positioning Element Short Definition

Target Market Your “bulls-eye” target user

Problem A key need or concern

Frame of Reference The category you’re in

AnteThe category prerequisites(requirements for a competitor to be taken seriously)

Point of Difference The unique benefit that your product delivers

Reasons to Believe Proof points that verify the point of difference

Distinguished from Competition

How you are better than alternatives (relative to your point of difference)

Emotional End Benefits How choosing your product makes buyers feel

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Three Tests of Your Positioning

1. Is each element of your positioning clearly defined?

2. Is the positioning “right”?3. Is everyone aligned and

delivering on the promise?

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Go through positioning details on the following pages and answer all three questions for each positioning element using a scale of 1-5

Assess Your Positioning

Positioning ElementIs the element clearly defined?1= not at all, 5 = crystal clear

Is the element of positioning “right”?1 = not sure / no way5 = we have it nailed

Is your team aligned on this element?1= not at all, 5 = in lock step

Target Market

Problem

Frame of Reference

Ante

Point of Difference

Reasons To Believe

Distinguished from Competition

Emotional End Benefit

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Who are you selling to?

Target Market

The proactive focus of your marketing and sales efforts is a clearly defined segment of the market that is sizeable and reachable.

BtoC: include geographic, demographic, behavioral, psychographic characteristics

BtoB: include company (industry, market, organization, geo) and role (buyer, influencer)

performance oriented everyday athletes

efficiency-focused multi-location sales, marketing, training and support teams within enterprises

value-conscious shoppers who still

appreciate style

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What real needs do you solve?

Problems

Your positioning is anchored on one or more problem, need, pain point, or challenge that is highly frustrating to the target.

Note: must be related to your category

high quality performance gear is not accessible to the “common man”

collaboration environments are inflexible, don’t work the way we do

shopping experience for good values can be

depressing

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What category are you in?

Frame of Reference

The words you use to describe the category in which your company competes are clear and help the target quickly understand, “what do you sell?”

Notes: It’s not ideal to “create” your

own category You automatically accrue your

category benefits or drawbacks

Collaboration technology

Discount retail

Sports equipment, shoes and apparel

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What are category prerequisites?

Ante

You know which characteristics, benefits, or features are required to play* in your category and thus are not using these as the core reason to buy your product or service.

*essential for credibility in your category

Category Requirements

Point of Difference

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Why buy from you vs. alternatives?

Point of Difference

Category Requirements

Point of Difference

You have defined a compelling reason why the target should choose your company or brand over alternatives. MUST: Be single-minded (not a

compilation of many ideas) Directly address the targets’

problem, need, pain point, or challenge

Be differentiated from promises of competitors (a unique benefit or a unique way to deliver a category benefit)

Focus on a benefit (not features)to be sustainable

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Why buy from you vs. alternatives?

Point of Difference (continued)

Get that ‘just-like-being-there’ experience

unique products at affordable

prices

Where to find differentiation?

Competitive whitespace Customer pain points Your unique capabilities

and advantages

Brings inspiration and innovation to the everyday athlete

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How do you defend your point of difference?

Reasons To Believe

You have a solid list of validating features, capabilities, performance facts, and/or testimonials that make your point of difference believable.

Notes: These are built up over

multiple years Should include rational proof

points and emotional proof points to capture both sides of the decision makers’ brains

Ever-changing array of trendy clothing and home accessoriesOne of a kinds, e.g.,

Music: e.g., Coldplay / Ghost Stories with 3 extra songs

Entertainment: Captain America: The Winter Soldier with behind-the-scenes footage

Clothing: Designers Phillip Lim, Peter Pilotto

Attractive, affordable merchandise Price matching guarantee REDcard 5% savings on every

purchase

unique products at affordable

prices

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How do they stack up?

Competitors

You can articulate how you outperform competitors relative to your point of difference.

Consider competitors’: True capabilities Claims Target market

perceptions

Unlike Target, Walmart provides poor quality goods and services, and an overall unsatisfactory shopping experience

Imitators, like Citrix GoToMeeting, are missing key features that simulate in-person collaboration

Unlike Nike, Puma puts fashion above athletic performance

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How does the customer feel?

Emotional End Benefit

You have a clear view of the positive feeling you want your customer to have about using, displaying, and/or having attachment to your product or brand.

I am smart

I am inspired

I belong

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Quiz: How Did You Do? Add Up Your Scores…

Positioning ElementIs the element clearly defined?1= not at all, 5 = crystal clear

Is the element of positioning “right”?1 = not sure / no way5 = we have it nailed

Is your team aligned on this element?1= not at all, 5 = in lock step

Total

Target Market

Problem

Frame of Reference

Ante

Point of Difference

Reasons To Believe

Distinguished from Competition

Emotional End Benefit

TOTAL

Scoring:90+ You are in good shape… the positioning is clear. Next step is to determine whether is effective in the market. 70 - 89 You have a good start, but must solidify and ensure the positioning is effective.Less than 69 You need a lot of work on positioning.

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Clear, Single Minded

Compelling

Differentiated

Sustainable

Globally Scalable

Believable

How Do You Know Your Positioning is Good?

A Winning Positioning

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Use and Restrictions

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Brand Assets & Terms of Use

Brand Assets:

The brand assets that appear in this document are illustrative examples only, and have been selected for educational and instructional purposes.

The descriptions of example companies’ positioning is Catalyst Strategies’ interpretation of their positioning. They do not necessarily reflect how the marketing organizations within the companies have articulated their actual positioning or messaging.

Terms of Use:

You may use the content only for your own non-commercial use. You agree not to change or delete any ownership notices from materials downloaded or printed. You agree not to modify, copy, translate, broadcast, perform, display, distribute, frame, reproduce, republish, download, display, post, transmit or sell any intellectual property or content appearing without prior written consent.

This original content, features and functionality are owned by Catalyst Strategies and are protected by international copyright, trademark, patent, trade secret and other intellectual property or proprietary rights laws.

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About Catalyst Strategies

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About Catalyst Strategies

Known for top line impact based on ouragility, pragmatism, and collaboration

Serve technology & services businesses operating in complex selling environments

Help clients Make Growth Happen with high-impact business, product, and marketing strategies

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Our Services

CrystallizeGrowth Strategy

DifferentiateProduct Offering

Accelerate Marketing &

Sales Results

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Catalyst Strategies Clients

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Catalyst StrategiesMake Growth Happen

www.catalyststrategies.com

Thank You!