Quick brand positioning check list…
SO many brand managers out there are fighting against their opponent in the dark. They have no market intelligence (neither on their own brand, nor the competition). How much can they really accomplish by continuing to work like this?
A brand positioning statement is not only an essential strategic tool every brand manager must have. The key issue here is, actually putting the brand statement plan into action. Many statements stay at just that, a written piece of paper hanging on someones wall, or even worse, lost between thousands of word documents in someones laptop.
I truly don’t want to sound too repetitive, but research must be done. Not the simple kind of market research where they tell you what males vs. females think, but a much more complete research. Talk about true multivariate statistical techniques that will give you good insights into your brands positioning. A positioning map being, of course, the best tool for this task.
However, if you definitely cannot (by under any means) hire a researcher to get insights into your beloved brand, continue on to the next (super simplified) checklist.
- Have a list of the 7-10 basic (in substance) characteristics to your product. Not your brand, the generic product.
- Rank the characteristics by its importance. Do this from the customer perspective. This might be too informal, but from having nothing to having this, be my guest.
- For each characteristic define your positioning (customer’s perspective) against your main competitors positioning.
- Visualize how you and your competitors are positioned in respect of the characteristics. Find niche opportunities that could capitalize on the importance of the given characteristics.
I do not recommend doing this for your brand if you have the resources to pursue an -official-, well done, research. Please remember that research is an investment. You will get so much insight that will allow you to plan your strategies to better serve your consumers.
Enjoyed this article very much. Do you have any resources that would be helpful to show the marketing departments I serve (inhouse) how to do REAL market research, as opposed to asking their families and friends. Kind of a market research 101 of sorts. Maybe links, companies, etc. If you have time I would appreciate it. Again, I love your blog and just started reading and will now subscribe.
Hey there Barry, thanks for your kind comment. I will definitely write something up regarding Market Research (101 and even further), since it is in my opinion the basic for quality marketing strategy.
I’m glad you’re subscribing, I hope you enjoy reading more of the BrandCurve.
See you soon,
Ron.
Thanks Ron. Keep the passion and expertise flowing. I appreciate that you’re willing to share your perspective and experience with others. That’s a true leader.
Hi Ron.
Would love to hear your insights into mfocus groups, research and the like. So many marketing people swear by this, and sometimes it seems pure intuition is a dinosaur. How does a focus group help, and in what ways do focus groups just produce weighted results?
Hey Barry, this is such a good question, I thought I would answer it through a post.
Here is the link: http://www.brandcurve.com/treasure-hunting-research/
I hope it helps, let me know, ok?
See you,
Ron.