Brand name - Positioning Statement

As the declaration of a position that companies dream that product or their brand names can be kept in mind the customer. In marketing, positioning is considered the soul of a plan effective communications. A statement locate good will help you determine the exact direction for both companies.

One of the great speeches of the year originated from the ancient story of “Alice in the land of communication than money”. When Alice asked Mr. grumpy cat she must choose which path to take, he answered: “If she is not interested she will go to the beginning, all the way to her all the same”
Market today has too many campaign marketing, communications take place around you. If there is no direction or focus clearly, your company will not act other people - say too much but not communicate well and do not even started to.

In marketing, positioning is considered the soul of a plan effective communications. A statement locate good will help you determine the exact direction for both companies. It helps you answer questions 7 bottom line follows:

Who are you?
Business What is your?
For whom? (Who is the person you meet)
What do you need in the market that you meet?
You compete with their opponents like?
The difference of where you are?
What is unique advantages in products or services you?

Do not be confused between the statement of navigation and positioning market. Harry Beckwith has described the statement positioning is fairly clear in the book “Selling The Invisible” her: “The positioning statement clearly expressed desire to achieve your position in mind customers. That is the core message that will transport you in every media “. Remember, companies can not locate themselves become everything possible. It is entirely due to market perception of their position. Do not ever wish to what can not be performed.

So, how to message to your phone right direction? By building a statement clearly positioning, persuasion and differences with the message home market will help you and your company selected for its weapons and the best performance. And moreover it will be the creation of consensus and unity from all your resources.

Here are the basic steps to help you set a positioning statement:

Setting up operations

Let’s start with the creation of a process required every time you build a communications program (based on the positioning statement) and approach (based on the message dividends), The aim is to campaign dialogue with customers and the public of you are clear, consistent and continuous. Through it all your activity will no longer too complex and easy to manage effectively. Create a process things carefully, comply with the principles set out, and discussions are not based on the perception 1 chiều. The company’s advertising or public relations may also be involved in this process.

Correct information

To begin, you need the information. Grasping the necessary information will help you answer questions 7 bottom line of a positioning statement. There may be many reasons that many companies do not want to share business strategy - marketing, for management communications. You can do so by, but at least it should also have the materials are valuable to build the positioning statement for their company and answer the questions above. If your company really has no business strategy, then your work must include the building of it.

True people

Calling the administration really interested and willing to participate in activities of your home market. The effect of positioning will need to contribute to their importance. They may be the chief executive officer (CEO), director of finance (CFO) and leaders of division marketing, sales and customer service. The presence of their role is important in the process and campaign communications that you are building.

Thinking right

Before you set up goals for discussion, let’s win the same time everyone in the group learn about positioning, especially the book “Positioning - A battle in the mind” of Ries and Trout (Positioning - The Battle For Your Mind ). Books mentioned clear, understandable and not too expensive to help you have a thought about the proper role and power of the positioning.

Next, write out your desired about the results and benefits that the media campaign will bring, sent to each member of the first meeting. It will help you save time and money in implementing each step in your plan. The communication strategy will provide the most effective are the result of building a different message, consistent and matched to create awareness high, to reach the goal of positioning the company.

Creating ideas

In those discussions go first to focus on get-together ideas from different angles. Let people discuss and debate the question of 7 of the leading positioning. The research on the market and awareness of consumers play an important role to get the corner looking from the outside and the reality on the set positioning for the company. Besides, let’s find out and verify the information on competitors.

The outside experts, including those by a senior representative of the consultant should also participate in discussions, listening and commenting. A person outside the company will sometimes have important information and ideas have value the breakthrough.

One of the important aspects of the construction of the declaration is located should have the participation of high-level leaders to listen to all opinions. The meet will directly help them grasp and understand what is happening. Use pen and paper will help adults suffering record and collect all the ideas more easily. Always try to ensure that the thoughts and ideas of governance must be recorded. Then, all ideas will be pasted up where everyone can see.

A challenge to think

Repeat with the management of the target is clear direction is necessary to what was real and what was the vision of their vien vong. It must include strong points, weaknesses, opportunities and challenges (SWOT analysis: Strengths, Weaknesses, Threats, Opportunities) and of the company’s competitors. What the company will pursue what can be done and really convince them (the message dividends) to create a positioning competitive is not something remote Great.

The difficult one is to focus collapsing instead of expanding the objectives of the company. “It focuses laws” of the Trout and Reis has expressed very clearly. Cultural differences are the essential. If no building is what was the difference in your performance, the company will have to efforts by Part. The difference in the prices are always the last option.

Results expect that you are gradually building for strategic communications of the company declared a positioning and message trends reflect reality, the actual difference and the direction for all activities of company.

Summarized and browse

When the discussion ended, a set of good ideas and thus summarized into a report and comment on positioning. Ban summarized specify the same point and the left opposed the idea, from which they merge together to withdraw the demand factors necessary for positioning. Could have 2 options or more for the declaration of navigation and many messages dividends. Summarized version will be sent to every person the same reference prior to the meeting next. This is important because it will help people have more time to understand and contribute better ideas.

Discussions will focus on selection and unified drawn to a unique positioning and only a few messages dividends. What is learned from the discussions will be taken up desks of the leaders in high-level meetings last. Avoid happens to the status lasts, opinions change and continuity has too much comment.

What Alice, the path was clear

Finally, companies can start applying the positioning statement for all active dialogue (both external and internal company) - from marketing, sales, until, at the site until the announcements newspapers. This process will be checked and repeated depending on the requirements of the market, the prerequisite is the customer - not by changing or each month you.

Let’s shake hands to perform

Over here are the steps necessary to be able to create a media campaign effectively took the position as the original. Promotion or direct marketing also need to abide by the results of this process. All are aimed at ensuring will support and implement the declaration positioning and message dividends.

Now all depends on campaign marketing communication integrated (IMC) of you. The managers of the media, community relations and advertising should guide and control all processes in contact with customers to ensure always been the most consistent of the declaration and the message dividends. You will be faced with many difficulties, but the results achieved will meet the expectations of you!