BRAND POSITIONING

S T R AT E G Y

Presented by You Exec

 HOW BRAND STRATEGY ALIGNS

TIME FRAME TOOLS & ARTIFACTS

Highly consistent from Mission & value proposition, core

year to year, with BRAND values, brand voice, personality &
STRATEGY
periodic refinements positioning

Refreshes every 12 to 24 months, Target segments, market-specific

MARKETING
depending on market dynamics positioning, key marketing
STRATEGY
messages

Aligns with yearly goals but adjusts Campaign, tactics, messaging,

at-least quarterly to reflect evolving proof points
MESSAGING
priorities and touch points
STRATEGY
COMPETITIVE AUDIENCE DEFENDABLE CORE BRAND
OFFERING NEEDS STRENGTHS VALUES

BRAND
POSITIONING
MODEL
BRAND POSITIONING

BRAND POSITIONING

VALUE PROPOSITION + SUPPORTING POINTS

VALUE PROPOSITION + SUPPORTING POINTS

 BRAND POSITIONING STRATEGY

PURPOSE Provide source of wealth-generation for retail investors

BRAND ATTRIBUTES Innovative Tech driven Empathetic Open-minded Lasting

Company XYZ is the the leader in financial technology. We provide breakthrough and easy-to-use digital products to service and empower
retail investor with information transparency, community unity, and ease of trades.
COPORATE BRAND
POSITIONING Personalized data Excellence in technology Community oriented Sustainable value for all

Value propositions
GUIDANCE FOR
STAKEHOLDER
Topic priorities
SPECIFIC MESSAGE
DEVELOPMENT
Business priorities/Stakeholder research
 STRATEGY OBJECTIVES OF BRAND POSITIONING

The target audience should find Differentiation from competitors The customer should feel safe to
the brand engaging and drives brand positioning believe that you will deliver
resonating with we are selling. success. your promise.

RELEVANCE DIFFERENTIATION CREDIBILITY &

ATTAINABILITY
 Motivation
Motivation power
power
== Profit
Profit margin
margin

SUCCESSFUL BRANDS
& BUSINESSES MUST:
Customer Relevancy

COMPANY B
COMPANY C
1 Be relevant to customers

COMPANY A 2 Be unique against competition

3 Be credible and reliable

Competitive Differentiation
 BRAND PERCEPTUAL MAP

HIGH PRICE

E F

A C
B

LOW QUALITY HIGH QUALITY

G L
N Comparatives dimensions
H M must be:

Objective
I
Broad
J Salient

K Contrasting
Measurable
LOW PRICE
 BRAND POSITIONING MODEL

Why your organization does what it Who your organization does what it How your organization does what it What your organization does what it Where/When your organization does
does as a driver of awareness, does as a driver of awareness, does as a driver of awareness, does as a driver of awareness, what it does as a driver of awareness,
consideration, preference and consideration, preference and consideration, preference and consideration, preference and consideration, preference and
advocacy. advocacy. advocacy. advocacy. advocacy.

PURPOSE VALUES PROCESS PRODUCT/SERVICE INFRASTRUCTURE

WHY WHO HOW WHAT WHEN/WHERE

 BRAND POSITIONING PROCESS

Continuous evaluation &

Opportunity modelling development

05
01 Brand identity
02 06

04 Brand architecture
Understand all
stakeholders needs and 03
desires

Brand platform
BRAND POSITIONING
STRATEGY
What consumers What your
want brand does
LOSING ZONE : Competitors meets consumers best
needs better than you

LOSING ZONE : Competitors meets consumers

needs better than you
DUMB ZONE : Competitive battle where
consumer doesn’t care at all

DUMB ZONE : Competitive battle where

consumer doesn’t care at all
WINNING ZONE : Your brand’s clear difference
What your
matters to consumers competitor
does best
WINNING ZONE : Your brand’s clear difference
matters to consumers
RISKY ZONE : Equally meet consumer needs. You win
through speed, innovation & emotional connection

RISKY ZONE : Equally meet consumer needs. You win

through speed, innovation & emotional connection
 STRATEGIC BRAND MANAGEMENT PROCESS

IDENTIFY AND PLAN AND IMPLEMENT MEASURE AND GROW AND

ESTABLISH BRAND BRAND MARKETING INTERPRET BRAND SUSTAIN BRAND
POSITIONING AND PROGRAMS PERFORMANCE EQUITY
VALUES

01 02 03 04

• (Pre-launch) brand audit
• Competitive frame of reference
• Points-of-parity and points-of-difference
• Brand mantra
• Internal brand support
• Brand elements • Brand value chain • Brand-product matrix
• Brand marketing activities and programs • Brand tracking • Brand portfolios and hierarchies
• Secondary associations • Brand equity management system • Brand reinforcement and revitalization
• Brand expansion
 STRATEGIC BRAND MANAGEMENT PROCESS

IDENTIFY AND PLAN AND IMPLEMENT MEASURE AND GROW AND

ESTABLISH BRAND BRAND MARKETING INTERPRET BRAND SUSTAIN BRAND
POSITIONING AND PROGRAMS PERFORMANCE EQUITY
VALUES

01 02 03 04

• (Pre-launch) brand audit
• Competitive frame of reference
• Points-of-parity and points-of-difference
• Brand mantra
• Internal brand support
• Brand elements • Brand value chain • Brand-product matrix
• Brand marketing activities and programs • Brand tracking • Brand portfolios and hierarchies
• Secondary associations • Brand equity management system • Brand reinforcement and revitalization
• Brand expansion
 STRATEGIC BRAND MANAGEMENT PROCESS

IDENTIFY AND PLAN AND IMPLEMENT MEASURE AND GROW AND

ESTABLISH BRAND BRAND MARKETING INTERPRET BRAND SUSTAIN BRAND
POSITIONING AND PROGRAMS PERFORMANCE EQUITY
VALUES

01 02 03 04

• (Pre-launch) brand audit
• Competitive frame of reference
• Points-of-parity and points-of-difference
• Brand mantra
• Internal brand support
• Brand elements • Brand value chain • Brand-product matrix
• Brand marketing activities and programs • Brand tracking • Brand portfolios and hierarchies
• Secondary associations • Brand equity management system • Brand reinforcement and revitalization
• Brand expansion
 STRATEGIC BRAND MANAGEMENT PROCESS

IDENTIFY AND PLAN AND IMPLEMENT MEASURE AND GROW AND

ESTABLISH BRAND BRAND MARKETING INTERPRET BRAND SUSTAIN BRAND
POSITIONING AND PROGRAMS PERFORMANCE EQUITY
VALUES

01 02 03 04

• (Pre-launch) brand audit
• Competitive frame of reference
• Points-of-parity and points-of-difference
• Brand mantra
• Internal brand support
• Brand elements • Brand value chain • Brand-product matrix
• Brand marketing activities and programs • Brand tracking • Brand portfolios and hierarchies
• Secondary associations • Brand equity management system • Brand reinforcement and revitalization
• Brand expansion
 BRAND POSITIONING EXAMPLE

TARGET Retail investors with little to no investing experience

A reliable and easy-to-understand platform that allows retail investors to achieve

UNMET NEED
financial gains

COMPETITIVE SET Traditional financial services agencies and brokers

UNIQUE POINT Ease of use and low barrier of entry

REASON TO BELIEVE Transparent UI, language, context, and guidance

 BRAND POSITIONING CANVAS

For the TARGET AUDIENCE who has this PROBLEM , your company provides this SOLUTION

Different from the MARKET COMPETITORS , you have this ADVANTAGE by providing this REASON TO BELIEVE

TARGET AUDIENCE SOLUTIONS UNFAIR ADVANTAGE

Who can you help? Identify 3 to 4 What is your solution to your consumers’ How do you stand out from your
user personas you envision turning to problems? Present the defining elements of competitors? Why should consumers
you for solutions. your service have confidence in your service above
others?

PROBLEM REASON TO BELIEVE MARKET LANDSCAPE

What is the crucial problem your How will you deliver on your advantage for How would you evaluate the market for
consumers face? Succinctly consumers? Hone in your brand product or service? Consider
capturetheir frustration. on the most compelling evidence the alternatives customers may have
to support this message.
 AT Company XYZ

A Financial technology application

WE HELP Retail investors generate wealth and achieve financial gains

AS A service provider that charges no fee BRAND

POSITIONING
WE Have developed a system that is trusted and transparent
STATEMENT

• Our simple, uncluttered UI allows them to find critical information and be

CLIENTS informed enough to make financial decisions

USE US • We do not push financial products to make commissions
BECAUSE
• We provide instant feedback and trading confirmation

• We are easy-to-use and have a low barrier to entry

 EVALUATION OF BRAND HEALTH

How strongly is your brand associated

Percentage that would consider
66% 60% with the market’s top 3 desired
your brand if re-evaluating
positions (1-10)?

How strongly are you seen to be

Your unprompted awareness
ranking within the market
90%
73 66% differentiated from other businesses in
the market (1-10)?

Overall satisfaction with Likelihood to recommend

80% 80%
your busines (1-10) your business (1-10)

80+ Good brand health 70-79 Average brand health <70 Poor brand health <50 Very poor brand health