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Brand positioning focuses on the identity or impression we want to make on our current and prospective customers. Positioning is all about perception. To start the brand-development process, it's important to understand the basics. We'll begin with a branding brainstorm to help you get clear on your differentiation in brand promise. You can follow along with these questions in your worksheet. This can be downloaded by all lynda.com members as an exercise file for the course. First, who are you? Are you a product, a service. Keep it simple.
Next, what you do and who do you serve? Get clear on who your target market or markets are and what motivates them. What are their needs. How can you help them? Next, you need to be clear on how you differentiate yourself. What is your point of distinction? Why you versus the competition. Lastly, what is your promise? If you need a little help to finding your promise, my advice is start by answering the simple question: Why are you doing what you do? Let's take No Obstacles Sport for example.
No Obstacles Sport is an athletic clothing product line. Their target market is a working professional who needs clothing that looks polished but can allow them to move into activity seamlessly. Their point of distinction is their clothing's purpose; it functions for work and out and about, because busy lifestyles require clothes that unlock barriers. No Obstacles Sport's brand promise is to create professional, purposeful active- wear so there are no excuses to being active and healthy. As I talked about various positioning points for No Obstacles Sports, you probably started to get an impression of their brand, and that was without seeing images of the logo or product photos.
That is what powerful positioning is all about. Now, it's your turn. Take the creative time to ask these critical questions and brainstorm. This exercise leads the foundation for building your brand.
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