In our previous dispatch, we introduced the subject of Brand Positioning Statements as an important brand positioning guideline (or “platform”). We described them as brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand and delivery (unique selling proposition).
In our previous dispatch, we introduced the subject of Brand Positioning Statements as an important brand positioning guideline (or “platform”). We described them as brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand and delivery (unique selling proposition).
This section of the Brand Positioning Statement describes what it is that the brand’s preferred target audience wants most from the brand. (What it is that the brand could offer to satisfy them most.)
We like the word “Desire” more than “Demand” because it's much more intense emotionally and we're looking for an intensely emotional relationship between brand and target. Here’s where having earlier insisted on identifying and including three adjectives to support the noun in our targeting statement really begins to pay off, and where we take the first step toward cementing a relationship target, desire and delivery.
Previously we observed that what Gatorade’s preferred target of “serious-minded, sweaty male athletes” probably want most from the Gatorade brand is improved performance. This not merely an “I’d to have.” This is a “I really, seriously want it, need it, better get it.”
Compare “For serious-minded sweaty male athletes, Gatorade improves performance” to “For athletes, Gatorade improves performance.” The adjectives in the targeting clause make a significant difference.
At The Brand Development Company, we believe that what “competitive, strategic, open-minded decision-makers” desire most from our brand is an ability to help their businesses prosper ...quickly and at less cost.
We could have used the word “organization” instead of “business”– leaving the doors open to assisting decision-makers that may come to us from the not-for-profit sector but, as an internal document versus an external one, using the word "business" in our Brand Positioning Statement reminds us internally of our emphasis on helping business entities without externally turning away NFPs.
BRANDLAND CHALLENGE: Tell us what your preferred target group wants most from your brand. Put "BrandLand Challenge" in the subject and write TimBryant@TheBrandDevelopmentCompany,com.
|
