6 Steps For Brand Positioning Analysis
Are you not getting the customers you want? Are you not making enough sales? Below you can find a short guide on how to analyze your company’s brand positioning.
But first …
What’s a positioning statement?
A positioning statement is a one or two sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors.
To get started, self-reflect on the questions below and determine if there’s anything that you need to revise or create from scratch.
Step 1: What’s our company’s current brand positioning?
- What’s our current target audience?
- What’s our ideal target audience?
- What’s our mission?
- What are our values?
- What makes us different?
Step 2: Who are our competitors? Follow these methods to help determine the competition:
- Market research
- What competitors come up during the sales process? Ask your sales team!
- What companies show up when doing keyword search?
2. Customer feedback
- What other products were our costumers considering before choosing us?
3. Social media
- Keyword-search reviews sites such as Quora
Step 3: How are our competitors positioning their brand in the market?
- What is their current position in the market?
- What products/services do our competitors offer?
- What are their strengths/weaknesses?
- What marketing strategies are they using?
Step 4: What makes our company unique?
- What makes us different from our competition? Compare our product characteristics to theirs
- What do we do better than anyone else?
Step 5: Create/redefine positioning statement
- Keep it short (1–2 sentences)
- Communicate our unique value
Remember to answer the following when writing the positioning statement:
- Who’s our target customer?
- What’s our service category? Where are we competing?
- What’s the greatest benefit of our service? Connect on the emotional level
- How can be prove that benefit? Give evidence of that benefit
For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].
Step 6: What happens next? Does our positioning statement work?
- Test the statement
- Gather feedback from customers (preferably from new ones)
- Re-do if needed
- Create a slogan/tagline from the final statement
Hope this helps with your positioning statement creation. You can find more resources below.
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