The process and key factors to consider when forming positioning strategies for your brand.

1. Forming
Positioning
Strategies
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2. High ImportanceLow Importance
High
Diff.
Low
Diff.
Categorize features & benefits
Market
Development
Focus
Here
Entry
Criteria

3. Criteria for a Successful Positioning
• Clear consistently conveys intended idea, the minimum number of
thoughts and words
• Unique competitors could not make the same claim
• Attractive generates interest in trial, relevant/compelling
• Credible believable based on product information
• Memorable able to be maintained in customer memory
• Sustainable maintains above over time

4. Each Positioning Idea Has 4 Parts
• A customer frame: the group of
customers who will benefit
• An identity: who the brand says it is
• A promise: what the brand will uniquely
do for these customers
• Reasons to believe: supporting
points proving the brand fulfills the promise

5. People connect with narratives
• Develop Narrative (Beg, Mid, End)
• Combine potential strategies
• Core narrative flows through your
organization’s communications