A PRELIMINARY LOOK AT POSITIONING

Fabian Geyrhalter, FINIEN

@_FINIEN_

UNIT 2
ATTACHMENT
Fabian Geyrhalter, FINIEN
 DOMESTIKA.ORG
WRITE YOUR INITIAL POSITIONING STATEMENT

fast foods, restautants and suppliers target audience

marketplace order management application category

an optimization of the working process

functional, symbolic or
experiential benefits

our app minimizing costs and delivery time.

support/reasons to believe

NOW SHARE YOUR WORK

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CREATE YOUR SET OF DIFFERENTIATORS

List the functional and emotional benefits of your brand.

FUNCTIONAL EMOTIONAL DIFFERENTIATORS Indicate what you consider to

Time savers. Feel professional and get
self confidence.
Money makers.
Transparent and give feeling
Food saver. of trust and authenticity.
Feel professional and get
self confidence.
Transparent and give feeling
of trust and authenticity.
be the top 3 and summarize
the ones that differentiate you
from all of your competitors

Quality food generators. We care about you more. We care about you more.

Quality food generators.

NOW SHARE YOUR WORK

Additional Resources | Fabian Geyrhalter IN THE COMMUNITY
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CREATE YOUR VALUES

Based on your responses in Part 1, can you extract 3 terms or short phrases that represent your
brand’s core values?

Transparency

Customer Focus

Deliver Results

NOW SHARE YOUR WORK

Additional Resources | Fabian Geyrhalter IN THE COMMUNITY
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DEFINE YOUR BRAND PERSONALITY

Bold Feminine Worldly Sexy

PART I
Creating a list of adjectives that pertain Helpful Rebellious Glamorous Intelligent

to the character of your brand can be Wise Cooperative In Control Clever

quite helpful in envisioning your brand as
Adventurous Edgy Gentle Feisty
a person. Check the adjectives that most
Imaginative Innovative Humble Spiritual
represent your brand. Feel free to add your
own in the blank spaces. Trustworthy Fun Energetic Brave

Dependable Mature Entertaining Liberal

Straightforward Calm Caring Playful

Friendly Different Light-hearted Idealistic

Authoritative Luxurious Rational Confident

Creative Assertive Witty Generous

Strong Humorous Giving Intellectual

Whimsical Elegant Tough Sociable

Masculine Desirable Rugged Empowered

PART II
Count how many times each letter is
checked, then fill in accordingly. A 3 B 3 C 1 D 1 E 1 F 2 G 0 H2 I 4

Additional Resources | Fabian Geyrhalter

 DOMESTIKA.ORG
DEFINE YOUR BRAND PERSONALITY

# LETTER NAME OF SAMPLE BRAND EXAMPLES

ARCHETYPE DESCRIPTORS

A Dreamer idealistic, different, Apple, Lego

3 creative

3 B Joker fun, playful Doritos, Arrogant Bastard What are your brand’s top 1-3 personality archetype(s)?

1 C Seductress desirable, sexy Victoria’s Secret, Virgin

Friend
1 D Rebel rebellious, dangerous Red Bull, Harley Davidson

1 E Hero adventurous, brave Jeep, Nike

Dreamer
F Sage trustworthy, NPR, Tesla
2 intelligent

G Leader assertive, in control Mercedes Benz, Rolex

Joker
0

2 H Mother generous, caring Dove, Cheerios

I Friend straightforward, Target, Zappos

4 sociable

Additional Resources | Fabian Geyrhalter