Last week, I wrote about how to break through branding clutter by defining your brand’s unique value proposition then owning it in the the marketplace thereby establishing your brand’s position. Today, let’s take a look at the 5 main factors that go into defining a brand position.
1. Brand Attributes
What the brand delivers through features and benefits to consumers.
2. Consumer Expectations
What consumers expect to receive from the brand.
3. Competitor attributes
What the other brands in the market offer through features and benefits to consumers.
An easily quantifiable factor – Your prices vs. your competitors’ prices.
5. Consumer perceptions
The perceived quality and value of your brand in consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?).
Take some time to create a thorough picture of the current market and how your brand fits in that market to determine your brand’s current position. If that’s not the position you want for your brand, take the necessary steps to change it based on the gaps defined when you analyzed the five factors above.
Do you use any other factors in your brand positioning definition process?
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