Template: Session 5 Brand Positioning

SMU101 Intro to Branding Session 5

Use this template to guide you through various considerations for positioning
your brand.
Positioning Statement
Your Ofering
(product, service, business,
organization)
[A very short sentence about what you do.
Your Category
(Where your brand completes.
What industry context gives
your brand meaning?)
Your Target Audience
Your a!ue " Bene#t
Pro$osition
Proo% o% a!ue
(Why should your audience
believe your brand will deliver
the valuebene!t?)
Uni&ue Point o%
'iference
("our most compelling #
motivating bene!ts. $he ones
that set you apart from the
This resource was created by Social Media U and released as an open educational resource for SMUs free online
Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0
%nternational &icense .
competition)
This resource was created by Social Media U and released as an open educational resource for SMUs free online
Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0
%nternational &icense .
POSITIO(I() )OA* ST+AT,)Y
Your Target Audience
[!ho are they" #escribe their persona
Pro-!em Statement
[!hy should your audience buy $rom you" !hat problem
does your brand address" %r what solution and e&perience
does it o'er"
Ac.ie/e Statement
[!hat will your brand help your audience achieve"
'isco/ery Statement
[!hat will your brand help your audience discover"
Audience Perce$tion
[(sing only ) ad*ectives+ how do you want audience to
perceive your brand" Thin, care$ully+ you will use these )
ad*ectives in all your branding storytelling $orms
Perce$tion Monitoring
[-ow will you measure . evaluate i$ your audience perceive
your brand in the way that you want them to"
Perce$tion
Misa!ignment
[-ow will you /& any perception misalignments with your
brand" 0n other words+ what will you do i$ you and your
audience don1t agree on the same ) ad*ectives"
+eci$rocation
[!hat are you willing to share.give to your audience" -ow
are you willing to share it"
Your Brand Statement
[%ne sentence that synthesi2es all o$ the above points $rom
your audience1s perspective.
This resource was created by Social Media U and released as an open educational resource for SMUs free online
Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0
%nternational &icense .