How can you position your brand using frameworks?

1 What is a brand positioning framework?

A brand positioning framework is a tool that helps you define and articulate your brand's identity, purpose, benefits, and personality. It helps you align your brand strategy with your business goals and customer needs. A brand positioning framework can also help you evaluate your current brand performance and identify areas for improvement. There are many types of brand positioning frameworks, but they usually consist of a set of questions, statements, or diagrams that guide you through the process of developing your brand positioning.

3 How to choose a brand positioning framework?

Choosing the right brand positioning framework for your brand is essential and depends on several factors, such as the complexity and scope of the framework, its relevance and applicability to your industry and market, its ease and flexibility to adapt to your brand's changes and growth, the availability and reliability of the data and information required by the framework, and its compatibility and integration with your other brand tools and systems. There is no one-size-fits-all solution that works for every brand, so it is important to choose a framework that suits your brand's objectives, context, and resources.

4 What are some examples of brand positioning frameworks?

There are many brand positioning frameworks available, but some of the most common and widely used ones include the Brand Positioning Statement, the Brand Essence Wheel, the Brand Archetype, and the Brand Pyramid. The Brand Positioning Statement is a simple statement that summarizes your brand's target market, category, point of difference, and reason to believe. The Brand Essence Wheel is a visual framework that helps capture core and emotional attributes of the brand. The Brand Archetype assigns a human-like personality and character to the brand based on 12 universal archetypes. Finally, the Brand Pyramid helps build a strong relationship with customers by focusing on five levels: attributes, benefits, values, personality, and essence. All of these frameworks can help create a strong brand identity that resonates with customers.

6 How to measure the effectiveness of your brand positioning framework?

Using a brand positioning framework is not a one-time activity. You need to monitor and evaluate the impact and performance of your brand positioning on a regular basis. To measure the effectiveness of your brand positioning framework, track and analyze key brand metrics such as awareness, recall, preference, loyalty, advocacy, and equity. Additionally, surveys and interviews with customers, employees, and stakeholders should be conducted to assess their perception and satisfaction with your brand. It's also important to compare and benchmark your brand positioning against competitors and industry standards, as well as identify any gaps or inconsistencies between your brand positioning and your brand reality.