Join Lindsay Pedersen for an in-depth discussion in this video Positioning statement, part of Create A Brand Strategy.
- Now that you've identified your benefit ladder,…you're ready to sum this up into a positioning statement.…Your positioning statement captures all of the things…you've just created in one distilled statement.…It shows for yourself, and for your teams,…and for your partners the essence of your brand's position.…I recommend that you start by putting this…into plain words that answer these questions.…Who is your target customer?…So, for my Swedish pancake business…my target customer is moms with kids at home.…
What is the name of your brand?…For my pancake business it's called Batter Pancakes.…What is your customer's frame of reference.…My target customer is considering us…versus other pancake mixes.…What is your brand promise?…Our unique promise is that we bring Swedish deliciousness.…And what are your reasons to believe?…Our customer can believe that promise…because our pancakes are super thin, pack a crispy crunch,…and use my Swedish grandma's recipe.…
What is the customer end reward…for having chosen your brand?…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action