BRANDING METHODS
The Enterprise Transformation Catalyzer
Brand Positioning
The Living Compass for Enterprise Transformation
Pain Point
What if we see brands as game changers for the world and society, then Brand Positioning is the idea and action they commit to bring to life for the world and society.
How is Brand Positioning different from Business Positioning?
A Brand Positioning differs from a Business Positioning that defines/answer the question of
- Who are my customers?
- What is my price positioning?
- How do I compete in the market?
BRAND POSITIONING ANSWERS THESE 4 QUESTIONS FOR MY BAND
01
VALUE
What value do I bring: benefits and emotions that I will commit to deliver consistently to my customers?
02
BELIEFS
What beliefs define myself: that vision unites me with my teams around a common mission and compels my customers to become active advocates.
03
PERSONALITY
What is my personality: how does the interaction with my brand feels like for my customers?
04
UNIVERSE
What universe do I create: moments of the day, situations with friends and family, places that my brand represents and idealizes for its customers.
NIKE’S
BRAND POSITIONING
A GOOD EXAMPLE
01
VALUE
What value does NIKE bring: Delivers high performance sport gear value.
02
BELIEFS
What beliefs define NIKE: Promotes a vision of pushing limits, “Just Do It”
03
PERSONALITY
What is NIKE personality: Feel like an easygoing team more than can turn into a passionate coach.
04
UNIVERSE
What universe does NIKE create: Creates the universe of victory and overcoming. (Nikes means victory in Greek)
A GOOD BRAND POSITIONING
PROVIDES
CLARITY + ACTIONABILITY
