how you want your brand to be perceived by customers and how it differs from competitors<\/strong>. Kotler has defined it as \u201cthe act of designing the company\u2019s offering and image to occupy a distinctive place in the mind of the target market\u201d.<\/p>\n\n\n\nA brand positioning strategy, therefore, involves creating brand associations in customers\u2019 minds to make them perceive the brand in a specific way. It often takes the form of a simple sentence or a few words that summarize how you want the brand to be perceived, and what makes it unique.<\/p>\n\n\n\n
The 3C\u2019s method<\/h3>\n\n\n\n
The 3C\u2019s method, which stands for Consumers, Company, and Competitors, is a simple yet effective tool for crafting a clear brand positioning statement. It helps you understand your target audience, your company’s capabilities, and your competitive landscape.<\/strong><\/p>\n\n\n\nYour brand positioning statement should do three things:<\/p>\n\n\n\n
\n- Resonate with your consumers. It should feel relevant and meaningful to your target audience.<\/li>\n\n\n\n
- Be deliverable by your company. It has to match your capabilities and resources.<\/li>\n\n\n\n
- Set you apart from your competitors. You need to stand out in the market.<\/li>\n<\/ol>\n\n\n\n
An easy way to summarize your brand positioning is with three words. For example: \u201cvegan, traditional, feminine.\u201d Each of these words must be carefully chosen to meet all three requirements above. Try to avoid using vague terms like \u201cquality, unique, successful.\u201d Every brand wants those, and they won\u2019t help you stand out.<\/p>\n\n\n\n
While the 3C\u2019s provide the foundation, it\u2019s equally important to understand the different types of brand positioning<\/strong> that exist in the marketplace. Doing so gives your strategy clarity and direction.<\/p>\n\n\n\n