A brand is a well-crafted positioning has three main components, namely:
. Definition of target market you want to pursue
. The definition of your company’s business or industry or category that compete in it
. Statement point of difference and key benefits
Language of a well-crafted position that typically uses the following general form: To (target market), Brand X is a (business definition) that gives you (the statement at a different point / main benefit).
For example: “For computer makers, Intel is the maker of microprocessor chips that provides the fastest and most reliable”. Or, “For those of homemakers, Tide is a detergent that makes clothes became whiter and more brilliant”.
To determine the position of each of these components more fully, some different questions to be answered one by one:
Target Segment Questions
• Whether customers are looking to realize that he became a part of this target market?
• Is the target market can be identified and affordable
• Is it clear why the target market is interested in our point of difference?
• If we have not been serving the target market before, why now we want to serve?
Business Definition Questions
• What is the category, industry, or businesses in which we compete in it?
• How does this change from time to time?
• What is the business we run internally or externally?
• Will the market value and believe our participation in this business? Read more
