How can you creatively identify new brand positioning opportunities?

1 Understand your current position

The first step to finding new brand positioning opportunities is to understand where you stand now. How do you define your brand purpose, vision, mission, values, personality, and voice? How do you deliver on your brand promise and benefits? How do you measure your brand performance and reputation? How do you compare to your direct and indirect competitors? You can use tools such as SWOT analysis, perceptual mapping, brand audit, or brand tracking to assess your current position and identify your strengths, weaknesses, opportunities, and threats.

2 Explore your target audience

The next step is to explore your target audience and understand their needs, wants, preferences, behaviors, motivations, pain points, and aspirations. How do they perceive your brand and your competitors? What are their expectations and satisfaction levels? What are their unmet or latent needs? How do they make purchase decisions and interact with your brand? You can use tools such as customer segmentation, personas, customer journey mapping, surveys, interviews, or focus groups to gain insights into your target audience and discover new ways to connect with them.

3 Generate new positioning ideas

The third step is to generate new positioning ideas based on your current position and target audience insights. You can use tools such as brainstorming, mind mapping, word association, or lateral thinking to come up with different ways to position your brand. For example, you can try to reframe your brand problem, challenge your assumptions, use metaphors or analogies, combine or contrast different attributes, or adopt a different perspective. The goal is to generate as many ideas as possible, without judging or filtering them.

4 Evaluate and select the best ideas

The fourth step is to evaluate and select the best ideas that can create a unique and compelling brand positioning. You can use tools such as scoring, ranking, or voting to prioritize the ideas based on their relevance, feasibility, originality, and impact. You can also test the ideas with your target audience, using tools such as prototypes, mockups, or landing pages, to get feedback and validate their appeal and effectiveness. The goal is to choose the ideas that can clearly communicate your brand value proposition, differentiate you from your competitors, and resonate with your target audience.

6 Implement and monitor your positioning

The final step is to implement and monitor your positioning across all your brand touchpoints and channels. You need to align your brand identity, message, tone, and personality with your positioning statement. You also need to deliver on your brand promise and benefits consistently and authentically. You need to measure and track your brand performance and reputation, using tools such as KPIs, metrics, or analytics, to evaluate your positioning effectiveness and impact. You need to adapt and refine your positioning as needed, based on your market and customer feedback. The goal is to maintain and strengthen your brand positioning over time.