6 Steps For Brand Positioning Analysis

Are you not getting the customers you want? Are you not making enough sales? Below you can find a short guide on how to analyze your company’s brand positioning.

But first …

What’s a positioning statement?

A positioning statement is a one or two sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors.

To get started, self-reflect on the questions below and determine if there’s anything that you need to revise or create from scratch.

Step 1:?What’s our company’s current brand positioning?

• What’s our current target audience?
• What’s our ideal target audience?
• What’s our mission?
• What are our values?
• What makes us different?

Step 2:?Who are our competitors??Follow these methods to help determine the competition:

1. Market research

• What competitors come up during the sales process? Ask your sales team!
• What companies show up when doing keyword search?

2.?Customer feedback

• What other products were our costumers considering before choosing us?

3.?Social media

• Keyword-search reviews sites such as Quora

Step 3:?How are our competitors positioning their brand in the market?

• What is their current position in the market?
• What products/services do our competitors offer?
• What are their strengths/weaknesses?
• What marketing strategies are they using?

Step 4:?What makes our company unique?

• What makes us different from our competition? Compare our product characteristics to theirs
• What do we do better than anyone else?

Step 5: Create/redefine positioning statement

• Keep it short (1–2 sentences)
• Communicate our?unique?value

Remember to answer the following when writing the positioning statement:

• Who’s our target customer?
• What’s our service category? Where are we competing?
• What’s the greatest benefit of our service? Connect on the?emotional?level
• How can be prove that benefit? Give evidence of that benefit

For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].

Step 6: What happens next??Does our positioning statement work?

• Test the statement
• Gather feedback from customers (preferably from new ones)
• Re-do if needed
• Create a slogan/tagline from the final statement

Hope this helps with your positioning statement creation.?