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Catalyst Strategies' Brand Positioning 101 Framework and Self-Assessment
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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!