Hello, I’m Jim Glover, “That Branding Guy” for Once a Day Marketing™. Today we’re sharing a bonus – Part VIII in our series on the fundamentals of marketing using the 7Ps with a discussion of Positioning.
Positioning is an essential first step in creating a brand and it’s important that it be established prior to the start of any marketing efforts. A positioning statement provides the “why” behind your brand and creates a compelling image of how you want to be perceived in the marketplace.
It identifies your target market(s) and the functional and emotional benefits your brand provides your customer. It establishes a frame of reference and point of difference from your competition. The goal of your positioning statement s to set your company apart and help you be number one in the minds of your target customers.
The positioning statement is foundational to virtually everything else you do with respect to your marketing and branding. It drives your strategy and tactics. Having a great positioning statement will lead to better marketing in the future. The statement is for internal purposes and will evolve over time as you continue to redefine such things as new target customers and the benefits of your brand.
In the videos below we define the elements of a good positioning statement and provide a template for you to use to craft your own brand positioning statement.
Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email firstname.lastname@example.org. Listen to Ask Those Branding Guys™ every Monday at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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