Brand Positioning Statements are brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand (desire) and delivery (unique selling proposition). Previous articles provided an overview and two-part dissection of targeting. Today’s dispatch addresses the second component of this platform: The Competitive Set.
Brand Positioning Statements are brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand (desire) and delivery (unique selling proposition). Previous articles provided an overview and two-part dissection of targeting. Today’s dispatch addresses the second component of this platform: The Competitive Set.
The second line of the Brand Positioning Statement describes the segment where the brand competes. In the traditional format of a Brand Positioning Statement, it breaks in between the targeting clause and desire clause and, by doing so, may distract you from a thorough understanding the “cause and affect” aspect of target + desire + delivery. So let’s sidebar for just a moment to see how those three go together.
We like to have the formulaic relationship target + desire + delivery functioning in perfect balance.
Example: What does Gatorade’s TARGET of serious-minded, sweaty male athletes most DESIRE from the Gatorade brand? Answer: Improved performance. (Reason: The better they play, the more they get paid.)
Gatorade’s Brand Positioning Statement promises to fulfill its customers’ DESIRE for improved performance by DELIVERING an ability to re-hydrate the body and replace lost electrolytes. (Their delivery clause is a not only a unique selling proposition, it is one that can be supported with tangible evidence. But we’ll talk about that later.)
The point is, don’t let our discussion of the competitive set cause you to overlook the formulaic aspect of Brand Positioning Statements.
Okay. Moving on.
The competitive set describes the theater of war in which the brand battles to win the hearts and minds of customers. Gatorade does battles in the war of the sports beverages, a category it invented. Oldsmobile's competitive set is automobiles. Pampers is diapers.
The Brand Development Company may be unique in our very strong belief that the competitive set clause should include information about how the brand either wishes to be known and remembered and/or how it will most likely be known and remembered within its given category of business.
Gatorade is the original sports beverage. Within the sports beverage category, Gatorade is the first. The Gatorade brand benefits from a historical fact that cannot be altered. Ask people to name the first sports beverage and most will name Gatorade --and most will confess a perception that being first is being the best.
The Brand Development Company’s competitive set is marketing communications agencies. We're not the first, but we strive to be the most customer-centric and hope others will come to perceive us that way as a result of our actions. To perceived as customer centric, we must be customer-centric by acting customer-centrically throughout our business practices, capabilities and solutions.
Inside Secret #1: We chose “customer centric” over “customer-focused” because it offers a contemporary ring to it that we feel is more accurate to our positioning.
Inside Secret #2: We used the word “agency” versus “company” or “firm” because agency is a derivative of the word “agent” -- we're striving to represent our clients as agents working in their best interest.
Our next article will be on desire.
BRANDLAND CHALLENGE: Tell us about your competitive set. Write
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or call 864-541-8295.
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