Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today
we’re sharing a bonus - Part VIII in our series on the fundamentals of
marketing using the 7Ps with a discussion of Positioning.
Positioning is an essential first step in creating a
brand and it’s important that it be established prior to the start of any
marketing efforts. A positioning statement provides the “why” behind your brand
and creates a compelling image of how you want to be perceived in the
marketplace.
It identifies your target market(s) and the functional
and emotional benefits your brand provides your customer. It establishes a
frame of reference and point of difference from your competition. The goal of
your positioning statement s to set your company apart and help you be number
one in the minds of your target customers.
The positioning statement is foundational to virtually
everything else you do with respect to your marketing and branding. It drives
your strategy and tactics. Having a great positioning statement will lead to
better marketing in the future. The statement is for internal purposes and will
evolve over time as you continue to redefine such things as new target
customers and the benefits of your brand.
In the videos below we define the elements of a good
positioning statement and provide a template for you to use to craft your own
brand positioning statement.
Watch our Once a
Day Marketing™ videos to learn more:
Once a Day Marketing™ inspires
clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those
Branding Guys™ every Monday at11:00am (MDT) streaming live on SantaFe.com
KVSF 101.5 FM.
© 2017 Once a Day
Marketing™. All rights reserved.
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