Here's how you can navigate the steps of strategic decision making for brand positioning.

Skip the SWOT analysis. It's not useful for brand positioning. Instead, focus on what you do better or different than your competitors. Figure out what you do that's meaningful to customers that would be very hard for a competitor to copy. SWOT analyses are purely logical analyses. And brand positions aren't necessarily rational. So, a SWOT analysis will often narrow your thinking too much. And it will make you think of purely logical positions. And rational positions aren't the most powerful. Think of a position like the one Avis used decades ago: We're Number 2. We Try Harder. They owned the powerful position of trying harder than their competitors. And that's not something that would come from a SWOT.

This is a vital step and covers what should be a full brand/company assessment. And get out of your comfort zone. Look for people who aren't real fans of your brand and why. That's valuable info to fix problems you may not even be aware of.

I've found that conducting SWOT analyses (Strengths, Weaknesses, Opportunities, Threats) provides insightful perspectives that anchor the brand's strategic direction.

Understanding your target audience allows you to create brand strategies that truly resonate and starts with detailed market research to uncover the preferences, behaviors, and pain points of the audience. This insight helps inform the brand messaging and offerings, ensuring that you're directly addressing their specific needs and desires. Consumer perceptions and expectations can evolve, so it's important to continuously monitor these changes. Regular engagement through surveys, social media interaction, and customer feedback platforms helps ensure that your brand adapts to remain relevant and appealing. This drives brand loyalty and shows that the brand is attentive and responsive to customer needs.

Tailoring messages that resonate with different audience segments has significantly increased engagement rates in campaigns I've managed.

Know your audience, please! It's about them, not about you. Get in tune with their pain, and only then can you position your company as a solution.

Audience-Centric Brand Strategy Approach: Nurturing Relevance & Connection; Informed Tailoring: Conduct market research to understand audience preferences/pain points Customized Alignment: Use insights to tailor brand messaging & offerings to meet specific audience needs Adaptive Awareness: Stay attuned to evolving audience perceptions/expectations Relevance & Appeal: Keeping a pulse on changes ensures continuous brand relevance & appeal I will say by understanding audience preferences brands can ensure ongoing relevance & appeal in a dynamic market landscape. This audience-centric approach not only enhances brand resonance but also positions brands to effectively meet evolving audience needs, fostering sustained relevance & connection.

You need to know what matters to your audience. Without knowing what matters, you can't create a position that's powerful. The position should resonate as a solution for the audience's pain point. For example, with car rentals, customers felt that rental companies didn't care about them. So, a position like the one Avis used, "We're Number 2. We Try Harder." would speak to solving the customers' pain points. And by declaring they're number 2, it makes sense that they would have to try harder and not just rest on their laurels. Start with understanding your customers. Figure out their major pain. Build your positioning around that.

Market trends can greatly affect how well your brand does. Keep up with industry changes, new technologies, and consumer habits. This helps you stay ahead and adjust your strategy. Being aware of trends makes your brand look innovative and forward-thinking, helping it stand out in a busy market.

Analyze your competitors' brand positioning strategies to identify gaps and opportunities. This ensures that your approach sets you apart while addressing the specific needs of your audience.

Staying attuned to market trends means regularly analyzing shifts in your industry, emerging technologies, and changes in consumer behaviors. With this foresight, you're better able to anticipate market dynamics and adjust your brand strategy proactively. Embracing emerging innovations by integrating them into your branding efforts helps to position the brand as an industry leader. By aligning your strategy with the latest trends, you demonstrate relevance, a forward-thinking approach, and distinguish yourself in a competitive marketplace. In short, you should utilize industry reports, consumer feedback, and competitive analyses to keep the brand connected and responsive to changing consumer expectations.

tools like Google Trends and social media listening platforms has been instrumental in anticipating market shifts. Check out Radian6 for example

Harnessing Market Trends Approach for Dynamic Brand Positioning; -Informed Adaptation to Industry Dynamics -Proactive Response to Industry Shifts I will say staying informed about market trends, emerging technologies & consumer behavior patterns is crucial for dynamic brand positioning. By proactively adapting strategies in response to industry shifts, brand strategists can position their brand as innovative & forward-thinking, leveraging market trends to drive relevance & differentiation within a competitive landscape. This trend-aware approach not only fosters adaptability but also enhances the brands resonance & relevance ultimately driving sustained success in a dynamic marketplace.

We can't position a brand if the value it adds to people's lives is not clear. I have witnessed (and contributed to!) so many discussions attempting to build a brand on a foundation of nothingness. i.e., focused on benefits that were either commodities or lacked clarity on who/where/how it should be consumed. This leads to "fluffy" positionings, filled with fancy words and presentations trying to justify nothing. So, before we articulate a brand value proposition, we must conduct a thorough assessment of the basics: - Is our offer good enough in its raw format, stripped of any positioning? Are there any areas that need improvement? - Who is our most desired client? What occasion would be our flagship? What is the ritual of consumption?

I am a fan of how Simon Sinek organizes the value proposition: start with WHY. Know your purpose for existing before pursuing strategies (WHAT) and tactics (HOW). I see branding professionals struggling to organize their proposals because they do not understand this simple distinction. They get lost in the doing of things, without understanding where it will lead them.

A clear, compelling value proposition helped a startup I advised double its market share by communicating its unique benefits effectively.

Crafting Your Brands Value Proposition: Distinctive & Impactful; Clear Differentiation: Define what sets your brand apart from competitors. Customer Appeal: Clearly communicate why customers should choose your brand. Strategic Guiding Light: Your value proposition should guide all strategic decisions. Consistency & Focus: Ensure that your value proposition drives consistency across marketing efforts & customer experiences. I will say that a well-articulated value proposition not only differentiates your brand but also ensures focused & intentional brand positioning. This clarity & consistency serve as the foundation for building a compelling & impactful brand identity that resonates with customers & sets the brand apart in the market.

Once I have a thorough understanding of the brand, audience, and trends, I focus on crafting a clear and compelling brand positioning statement. This serves as a guiding star for all branding and marketing efforts.

Creative engagement is what makes a brand stand out, and a deeper understanding of your audience and market trends opens the door to innovative marketing campaigns and content that reflects the brand. Emphasize storytelling in your approach to forge emotional connections and create memorable experiences for consumers. This drives brand visibility as well as deeper loyalty and even customer advocacy. There are numerous ways to implement this, starting with team brainstorming sessions with your team who can help identify the emotional triggers that resonate most with the target audience. The ultimate goal is to keep the brand relevant and engaging, ensuring it resonates deeply and positively with consumers.

Creative Market Engagement: Crafting Memorable Brand Experiences; Strategic Alignment: Develop campaigns/content that embody your brands personality & values Emotional Connection: Use storytelling to create meaningful connections with your audience Memorable Interactions: Foster memorable experiences that resonate with your customers Loyalty & Advocacy: Creative engagement not only attracts attention but also fosters customer loyalty & advocacy. By crafting experiences that embody brand values, brands can foster loyalty & advocacy that drive sustained success & impact. Creative market engagement not only captures attention but also nurtures lasting connections positioning brands for long-term relevance & success in a competitive landscape.

Implementing a multi-channel approach with a mix of traditional and digital media has proven successful in maximizing reach and engagement.

I believe that creativity is key to bringing brand positioning to life. This involves developing engaging content, campaigns, and experiences that resonate with your target audience on an emotional level.

Brands like Red Bull have mastered creative engagement by associating themselves with extreme sports and adventurous lifestyles, creating a strong emotional connection with their audience. Storytelling, emotional connection, and authenticity are key to engaging audience

After spending countless hours assessing a situation, making a case for change, getting approvals, developing solutions, navigating processes, and implementing your plans, you might think your work is done... But it's not! Because now comes the hardest and crucial phase - often overlooked: market iteration. It's where you put your boots on the ground (and eyes on digital) to listen, learn & adapt. It's about being ready to course-correct, pivot, or accelerate based on real-world feedback. There's no secret recipe - just make time in the agenda and be prepared to change quickly & decisively. Not only to improve current plan/execution, but also to spark new ideas and strengthen the relationships with frontline teams and customers.

Continuously test and refine your strategies based on feedback and performance data. This agile approach allows for adaptability and improvements over time. From personal practice: Regular A/B testing of marketing messages and visuals has optimized conversions.

Dynamic Brand Positioning: The Power of Iteration Approach; Continuous Evaluation: Gather feedback & monitor performance for ongoing improvement Iterative Adaptation: Be willing to refine your approach based on real-world results Dynamic Resilience: Continuous iteration ensures adaptability in an ever-changing market landscape Thriving Agility: Iteration enables your brand to remain dynamic & adaptable for sustained success I will say by gathering feedback, iterating based on performance & remaining adaptable, brands can thrive in a dynamic & ever-changing market environment. This iterative approach not only fosters resilience but also positions brands to remain relevant & successful amidst evolving consumer needs & competitive challenges.

Signs that iteration is needed include declining engagement metrics, shifting market trends, and feedback indicating a disconnect with your target audience. It's advisable to review and potentially iterate your brand positioning every six to twelve months, depending on market dynamics and business performance. During this process, ensure that your core brand values and mission remain intact. Use data-driven insights to make informed adjustments, focusing on enhancing alignment with your audience while preserving the unique essence of your brand. This balanced approach helps maintain brand consistency and authenticity while allowing for necessary evolution and growth.

Brand positioning is not a one-and-done activity. I've found that it's essential to continuously monitor, evaluate, and adjust your positioning strategy based on feedback and changing market dynamics.

Maintain consistency (as cheesy as it may sound)!! Ensure that your messaging, visuals, and customer interactions align with your brand’s identity and values. Consistent branding helps build trust and recognition among your audience. It makes a lasting memory as people start associating certain things from your brand and your brand alone.

First, let's define positioning. Positioning drives perception. It's the idea that you want to hold in the minds of prospects that sets you apart from competitors. It shows the value and benefits. Now, if we're going to make a strategic decision on positioning, what does it impact? Positioning impacts the marketing mix. If positioning is just fluffy, without impacting or influencing the marketing mix, everything else within the experience will fall apart. Whether it's the product, price, location, communication, and so forth. Positioning is about framing an idea that delivers on both emotional and functional value.

Ponto essencial: Saber contar com profissionais especializados nos momentos decisivos da estratégia de branding. O posicionamento de uma marca exige tempo, dedicação e profundidade no embasamento das decisões.

A brand positioning needs to consider 1) the brand's roots/origin story because it will always impact the brand's current promise. 2) Proprietary Insights: are you basing your brand strategy on generic, off-the-internet research? Or using primary (even qualitative) directly generated insights instead? 3) Benefits Ladder with relative RTBs: benefits can be technical, functional, emotional, and societal, and each set of benefits needs a clear and defined reason to believe. Lack of authenticity or overloading consumers with b/s is a central ballast for growth. 4) Is your brand promise aligned with your target consumers? Does it speak their language? Or is it filled with corporate buzzwords?!?

ensure alignment with your overall business strategy and long-term objectives. In practice, ensuring all team members are aligned with the brand’s core values has fostered consistency across all touchpoints.