{"id":2106,"date":"2020-08-13T17:55:59","date_gmt":"2020-08-13T17:55:59","guid":{"rendered":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/?p=2106"},"modified":"2020-08-14T02:58:21","modified_gmt":"2020-08-14T02:58:21","slug":"lets-talk-about-brand-positioning-and-purpose","status":"publish","type":"post","link":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/2020\/08\/13\/lets-talk-about-brand-positioning-and-purpose\/","title":{"rendered":"Let\u2019s Talk About Brand Positioning and Purpose"},"content":{"rendered":"
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Why should I choose you? What makes you so special? Why should I care about you? You say you\u2019re the best option on the block? Prove it to me.\u201d These are the thoughts of your customer.<\/p>\n

Brand positioning is defined as the territory you occupy in your customers\u2019 mind relative to your competitors and whether those customers believe you\u2019re the best option to meet their needs. How can your company address your prospective customers\u2019 desired outcomes in a way that no one else can?<\/p>\n

You won\u2019t find positioning statements on a package, website, or store shelf. Rather, it\u2019s an internal exercise that drives all the key decisions in an organization. It defines what you say, where you say it, how you say it, and who you say it to. It guides what you produce and how you market and sell it. Effective brand positioning relies on competitive research and analysis, consumer insights, and an honest evaluation of where your business stands and fits in the marketplace.<\/p>\n

Your customers are at the center of the process.<\/p>\n

We live in a time of unlimited choice. Whereas we used to have a few options to choose from, suddenly we\u2019re overwhelmed with seemingly endless possibilities. It also doesn\u2019t help that we\u2019re bombarded with over\u00a010,000<\/a>\u00a0marketing messages a day. Brands face the challenge of rising above the din and proving their worth. Once a brand has captured the audience\u2019s interest, they want to know immediately that it can substantiate its claims. If not, they\u2019re going to move along\u2014and it can take a lot of effort and marketing to get them back.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

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L<\/span>et\u2019s play out the choice and proposition game in an example. Let\u2019s say I go to the supermarket to buy brownie mix because it\u2019s been that kind of day, and I\u2019m standing in the baking aisle, dumbfounded. Rows of brownie mix boxes all seem to shout: Buy me! I\u2019m chewier than that guy next to me! I require fewer ingredients! I\u2019m organic! I\u2019m paleo! My box is biodegradable! My mix includes real chocolate chips! Kim Kardashian once ate me!<\/p>\n

Suddenly, I\u2019ve become Ellen Burstyn fleeing a growling refrigerator in\u00a0Requiem for a Dream<\/em>.<\/p>\n

Brands have to do more than shout from the rafters why they\u2019re special. They have to establish an emotional connection with their customers, backed by practical and unique selling points before the customers have even set foot in the store. When I\u2019m in the baking aisle, I already know whether I\u2019m grabbing Duncan Hines or Bob\u2019s Red Mill gluten-free mix because of the five key questions: 1) What does the brand do for customers from a rational and emotional perspective? 2) What pain point or problem does the brand solve? 3) Why is this the brand to solve these problems? 4) Who does the brand make these products for? 5) What outcomes or results will customers experience as a result of buying this brand?<\/p>\n

Your brand has to be more than a box of brownie mix on a shelf that momentarily captures passing interest. Brownie mix is a product that has tangible, practical attributes, but a brand conveys both emotional and practical characteristics. A brand has to establish an image, personality, and reputation before a customer buys into the physical manifestation of it, i.e., the products. I opted for the organic brownie mix instead of the commercial version because the organic brand tapped into what I value and expressed it in the products it produces.<\/p>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

Why should I choose you? What makes you so special? Why should I care about you? You say you\u2019re the best option on the block? Prove it to me.\u201d These are the thoughts of your customer. Brand positioning is defined as the territory you occupy in your customers\u2019 mind relative to your competitors and whether those customers believe you\u2019re the […]<\/p>\n","protected":false},"author":3,"featured_media":2112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[170],"tags":[],"class_list":["post-2106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-content\/uploads\/sites\/61\/2020\/08\/krisztian-tabori-IyaNci0CyRk-unsplash-1-scaled.jpg","_links":{"self":[{"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/posts\/2106"}],"collection":[{"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/comments?post=2106"}],"version-history":[{"count":1,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/posts\/2106\/revisions"}],"predecessor-version":[{"id":2107,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/posts\/2106\/revisions\/2107"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/media\/2112"}],"wp:attachment":[{"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/media?parent=2106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/categories?post=2106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/demo.moralthemes.com\/lawman-pro-portfolio\/wp-json\/wp\/v2\/tags?post=2106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}