What do you do if your brand positioning strategies lack logical reasoning?

If your brand positioning strategies lack logical reasoning, start over. Obviously, there was a fundamental oversight/misinterpretation during the process. I agree with the comments already made here, particularly reevaluating your core company “WHY”. Not having a clear and defined Vision for the brand has a negative ripple effect that impacts many elements. In my experience, once you have a well-defined “WHY”, your brand self-assessment, dissection of your audiences, competitive analysis, and the critical insights discovered really fall into place to support your brand positioning strategies. I’m not inferring a well-defined “WHY” makes this process easier, but it does provide that distinctive focus necessary to achieve your goals.

As a strategy advisor & business consultant, addressing brand positioning challenges begins with revisiting your foundational 'WHY'. ?? This WHY encapsulates your mission, values, and the unique value proposition distinguishing you in the market. If your core elements seem misaligned or based on assumptions, a reevaluation is crucial. This isn't just about tweaking your brand; it's about ensuring its essence speaks directly to the hearts and minds of your audience. Remember, a brand without a clear WHY is merely a business without direction. A well-defined WHY not only guides your strategy but also fosters a deeper connection with your audience, turning transactions into relationships. ????

Agree with the step-by-step plan to evaluate brand equity, including a well-defined WHY, target audience, and competitive assessment, along with the comments provided. Your position statement should be clear about what you would like consumers to associate with your brand. It is also imperative to guarantee that the organization and employees are unequivocally aligned and understood, and this is demonstrated through their daily actions and interactions. Educating consumers is not only the responsibility of the marketing and communication teams. Assuming core brand equity elements are in place, clear and simple communication is needed to give the consumer a consistent and easy-to-understand reason to believe.

If your strategy doesn’t make sense, it’s not strategy — it’s guesswork. Go back to the basics. Reevaluate the core. Did you rush the research phase? Are you relying on gut feelings instead of data? Revisit your target market, analyze competitors, and ensure positioning solves a REAL problem for them.

When it comes to analyzing your competition, it might be helpful to look beyond the industry. Example: It is important to compare your car manufacturing company and its positioning with other companies in the industry. However, it may also be helpful to take a step back and consider the larger industry you are a part of. Are you solely focused on selling cars or is there a bigger picture to consider? “Is it about selling cars or about providing general mobility and transportation?” The answers to this question could have a massive impact not only on your reasoning but strategy overall.

If your brand positioning strategies are as logical as a cat wearing sunglasses, it's time to inject some reason into the mix! Think of it like solving a puzzle – analyze market trends, study competitor moves, and craft a strategy that makes sense. But hey, don't forget to add a dash of creativity – after all, who wants a brand as predictable as a soggy sandwich? Engage your audience with compelling narratives, charm them with authenticity, and remember, logic may be the brains, but creativity is the heart of brand positioning!